№ 5 ' 2010


  • Editorial

    «The complicated results of the crisis year of 2009»

    Keywords: results, crisis, 2009
    Yassen N. Zassoursky 5
  • Media Law

    «Work for hire: pro et contra»

    The article discusses the notion of the “work for hire” as a topical issue of copy­right relations. Analyzed were rights to works for hire created by staff employees of a media outlet; duty assignments and their correlation with labor contracts; remuneration for works created within employment duties of a journalist.
    Keywords: work for hire, labor contract, transfer of rights, remuneration
    Ivan A. Pankeev 11
  • «Religious ethos as a factor of regulation of journalists’ work: theoretical prerequisites and practical barriers»

    Article describes the preconditions for increasing influence of religious factor on journalism practices in Russia. Author suggests the interpretation of "religious ethos" category, names the problem in articulation and perception of religious ethos in modern Russian society, comes to a conclusion that real participation of religious communities in social dialogue in moral sphere is necessary. Article presents the results of analysis of media texts on religious topics. The main problems in this field are formulated, the dysfunctions of journalism in coverage of religious life are examined.
    Keywords: religious ethos, Public council for morality on TV, dialogue of value systems, dysfunctions of journalism
    Viktor M. Khroul 18
  • «Cancellation of registration in media because of non-publication (broadcast) as a violation of constitutional rights to produce and disseminate information»

    This article explores the constitutionality of legal provisions on the abolition of the certificate of registration of mass media in connection with its non-publishing (broadcasting) over one year. The author notes that this rule does not contribute to the development of media freedom, including the development of media as a sector of the economy.
    Keywords: registration and liquidation of the media, the court registrar, legal implications, sector of the economy
    Seiran L. Davtyan 36
  • «Professional ethics as a regulator of effective functioning of advertising in US: problems and tendencies of development»

    The author investigates interrelation of advertising ethics with public consciousness, influence of advertising on media sector, criteria of advertising ethical measurement during the different periods of historical development and work of mechanisms of self regulation in ad business.
    Keywords: advertising ethics, social responsibility, self regulation
    Irma A. Kumylganova 45
  • «Evolution of major institutions of foreign media self-regulation»

    Author describes emergence and development of major institutions of media self-regulation in Europe and elsewhere in the world, points to their essential characteristics.
    Keywords: media self-regulation, code of ethics, press council, ombudsman
    Olga I. Mamontova 63
  • «Legal enlightenment of population via print media: history and modernity»

    Author describes legal information through the press in the Russian Federation in the modern times and in the USSR in 1970—1991. The recommendations to improve these activities are pointed out.
    Keywords: legal culture, press, legal information
    Darya Yu. Martynkina 72
  • Advertising and Public Relations

    «Institutional hypertext and creation of complicity »

    In the article the specificity of the hypertext as a format of fixing of information on the Internet is considered. The author enters definition of hypertext, its classification for Public Relations. An advantage of the Internet hypertext is the attraction of the addressee of the text to the co-authorship and co-participation formation.
    Keywords: Internet, the hypertext, multimedia, Public Relations, complicity
    Marina G. Shilina 80
  • «Efficiency of online advertising»

    The article focuses the main types of internet-advertising, including banner and contextual advertising, as well as the key factors ensuring efficient ad campaign on-line. The author scrutinizes the results of several experiments and outlines the major problems in measuring ad effectiveness on the Web.
    Keywords: mass-media, Internet, effectiveness, efficiency, web-site, banner, contextual advertising, click fraud
    Alexander N. Nazaykin 90
  • «New communication strategies in banking industry»

    Current article tells us about changes, which took place in external communications system and, partly, in banking sphere, in the past two years 2008-2009 of global economy crisis. The idea that financial system of our country was injured by crisis is absolutely clear. But how the crisis time influence on communication planning is under our attention in this article. The main goal of the article – to present readers the general tendentious in communication sphere in past two years. This analysis allow us make some prognosis about the future of Russian banking external communication system.
    Keywords: communications, public relations, strategy, banking
    Elena V. Popyhova 104
  • «Expansion of inter-action with consumer in modern advertising»

    The present article is concerned with a problem of interaction with a consumer in the modern advertising, an author is analyzing creative approaches to the consumer, where the consumer's role as a subject of advertising is expanding, exploring advertising campaigns based on the interaction with consumer, and making the conclusions about how much the advertising opportunities can satisfy growing needs of the today’s consumer.
    Keywords: interactivity, interaction, consumer, creative advertising
    Ivan A. Petuhov 111
  • Media Language

    «Modern linguistic situation and trends in development of Russian standard language »

    The article is dedicated to analysis of modern language situation in Russia. The main factors of influence upon development of standard Russian are analyzed. The first place among these factors belongs to media language. The perspectives of development of modern Russian standard language are characterized.
    Keywords: language situation, media language, mass culture, postmodernism, standard language, national language
    Grigory Ya. Solganik 122
  • «Secularization strategy in modern media discourse»

    Nowadays modern media-picture of the world is formed generally by four main strategies of discursive occupation of mass media: catastrophe strategy, lies strategy, hedonism strategy and maximum secularism-desacralisation strategy. The latter is situated in the common tendency channel. This tendency originates in XVI century and is denoted as blashemy. This strategy, as well as previous three ones, indisputably leads to changes of paradigm of ethnic mentality. It also leads to loss of touch with traditional topic of ethnic culture. And as a result it leads to changes-distortions (misrepresantaitions, -preversions) in the ethnic picture of the world.
    Keywords: media-picture of the world, four strategies of media-discuorse, catastrophe strategy, lies strategy, hedonism strategy, maximum secularism- desacralisation strategy, blashemy, topic of ethnic culture
    Irina V. Annenkova 135
  • «Media language as a reflection of modern society: methods and instruments of representation of aggressive component in Russian press»

    Modern Russian Language situation from the point of view of aggressive compo­nent presentation on the pages of Russian press as reflection of society problem is given in the article. Aggressive component may be realized with the help of subject- thematic, semantic-axiological, logic-grammatical and logic-composition ways. The brightest ways of aggression manifestation in modern informational area are subject- thematic and semantic-axiological ways.
    Keywords: aggressive component, subject-thematic, semantic-axiological, logic- grammatical and logic-composition ways
    Marina N. Cherkasova 150
  • «Works of journalist-analyst Maxim Sokolov in the context of linguistic personology»

    The aim of this article is to analyze creative works of Maxim Sokolov, a journal- ist-analyst, through the concept of “linguistic personality” and define performance of it in the text. Linguapersonified approach used in his satirical articles and com­mentaries allows to distinguish a new feature of linguistic personality — the role of genre. Maxim Sokolov is considered to be an ironical interpreter. Besides, M. Sokolov presents a number of communicative tactics and strategies, which should be analyzed in prospective lingual studies.
    Keywords: journalist-analyst, linguistic personality, linguapersonified approach, the role of genre, ironical interpreter
    Batrakova A.N. 164
  • Foreign Journalism

    «Heine’s “Harz Journey”: an aesthetic manifest under the cover of a travelogue »

    Different to the researches focusing the social background of Heine’s “Travel Pictures” or his political views, here his first and most famous travelogue, the “Harz, Journey”, is considered primarily as an aesthetic manifest aiming to turn away from the abstract, metaphysical and quasi-objective thinking of the 18. century. In his in­novative aesthetic program Heine offers alternative, romantic strategies, such as modeling procedures, dinamicizing of solid substance, hyperbolization, extended metaphor, fluctuations between maxim and image.
    Keywords: Heine, Harz, Journey, dialectic, modelling, paradox
    Boris A. Maximov 172
  • «Le Petit Journal as a type of 19th century popular newspaper»

    The Petit Journal was the first high-circulation popular newspaper in France which reformed the French press system in the second half of ХIХth century. The article describes the key features of the Petit Journal, market and reader conquest strategy’s peculiarities. Great attention is also paid to businessman and publisher Moïse Polydore Millaud who was the founder of the newspaper.
    Keywords: Petit Journal, popular newspaper, editorial concept, distribution system, Moïse Polydore Millaud
    Milana V. Zaharova 188
  • «Problems in switching from analog to digital broadcasting in Germany»

    The main goal of the article is to analyze the problems of the transition from analogue to digital television using the example of Germany. In Germany, the digital switchover of terrestrial, cable and satellite networks is due to be completed in 2010, but experts say the wholesale switch to digital broadcasting will require additional time from two to seven years. The process of switching to digital is hindered by the lack of the mutual switch-off strategy, coordinated between broadcasters and communication providers, as well as by a challenge to form new audience’s viewing habits, determined by the digital era.
    Keywords: Mass media of Germany, television, analogue broadcasting, digital broadcasting, digital switchover
    Alekseeva M.M. 199
  • Television and Radio

    «Radio Rossiya: new radio format with cultural content for the new nation»

    A history of federal «Radio of Russia» radio station’s creation in the conditions of the new state of the beginning of 1990s is reconstructed. It was the signature period for understanding of the processes occurring in system of demonopolized Post-Soviet broadcasting, and the cultural maintenance of «Radio of Russia» is an integral part of its history and the characteristic attribute which has kept the value till today.
    Keywords: new radio, cultural-educational subjects, federal radio station, the state channel, mass broadcasting
    Yuliya Yu. Sladkomedova 208
  • Discussion

    «Control of the flows of information in media environment as major function of info-governing system»

    In this article the issue of information flows regulation in Russia’s media-area is examined. The author does the research, summers up and systematizes the practice of foreign countries in solving this problem, and suggests various approaches and mechanisms of control function realization in foundation of mechanism to manage the information flows in form of information-managing system, that is to be the connecting-link through the various Russia’s media-area and Russian sector of Internet. These mechanisms are tightly connected with another important function — motivation. Possible subjects of management are also offered, which could execute control function in Russia’s media-area from public and private sector.
    Keywords: information flows, information flows control, media-area, mass media & Internet, information-managing system
    Aleksandr M. Kuzmin 219
  • Criticism and Bibliography

    «Vremya izbavleniya ot illyuzij»

    Keywords: review
    Ivan A. Pankeev 227
  • «Istoriya informacionnoj politiki Rossii v dokumentah. Ot Sobornogo Ulozheniya 1649 g. do oktyabrya 1917 g. »

    Keywords: Review
    Olga D. Minaeva 230