Issue

Content:

• Editorial

  «The New York Times Criticizes President Obama, But Speaks in Support of His New Initiatives»

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  Keywords: New York Times, President, Obama
  Yassen N. Zassoursky 3
• New Media

  «Multimedia Strategies of FM Stations in Moscow»

  Authors analyze and summarize data on the current level of development of the convergent environment on the basis of the Moscow FM radio stations, focusing on the multimedia platforms, methods of interaction with audience, organization of editorial staff work. Both theoretical and empirical research has been completed. The authors have worked up a large volume of information from the sites of Moscow FM radio stations and data given by the companies and media market experts. The authors have been completed their own research of the multimedia platforms being used by radio stations.
  Keywords: convergence, multimedia platform, multimedia technologies, strategy, FM radio station, content, site, financial effect, media management
  Elena L. Vartanova, Mikhail I. Makeenko, Andrei V. Vyrkovsky 6
• Advertising and Public Relations

  «Issues in Studying Effectiveness of Advertising in Media»

  The article surveys different issues of media ad efficiency research. Special attention is paid to most frequently used techniques of customer motivation studies as well as to various attitudes to research in contemporary ad practice.
  Keywords: massmedia, advertising, study, research, effectiveness, impact, efficiency, motivation, psychology, sociology in advertising
  Alexander N. Nazaykin 33

• «Corporate Public Relations: Characteristics and Development Trends in XXI Century»

  The author researches actual corporate Public Relatwns in 21st century in economic and communication aspects and reveals the characteristics of corporate communication based on an analysis of recent data, and describes the gap between the theoretical and the practical realities of the domestic corporate PR, defines it as a competence divide and also describes the prospects for the development of corporate Public Relations in Russia and in the world influenced by Web 2.0.
  Keywords: corporation, Public Relations, the Internet, Web 2.0, wikinomics, peer production model, the subject-to-subject model of Public Relations, prosumer, collaboration, competence divide
  Marina G. Shilina 46
• History of Journalism

  «Development of Scientific-Popular Magazines in Russia»

  Research of the origin of popular science magazine in Russia shows that this type of domestic periodical press arose in the first quarter of the XVIII-th century within just established Academy of Sciences. The Academy became the center of publishing, because initially one of the tasks of the Academy was popularization of sciences in the country. This period is marked by active spread of scientific knowledge. In the middle of the century the just established Moscow University started successful publishing business. As a result the XVIII-th century came to the end with the release of magazines, including those that popularized science, which varied in subjects, professional and age-related purposes.
  Keywords: science popularization, magazine, origin, history
  Vera A. Parafonova 61

• «“This Man is My Ideal”... V.F. Odoevsky’s View on M.V. Lomonosov»

  Author investigates the problem of perception personality and activities of M. Lomonosov by writer and journalist Vladimir Odoevsky. The article shows that Odoevsky saw in Lomonosov “ideal” of a scientist that can consider the European experience and create an independent Russian science. Such representations about Lomonosov Odoevsky thought it necessary inform to the audience. The position of Odoevsky is relevant today, when Russia and the Russian media are celebrating the 300th anniversary of Lomonosov.
  Keywords: V.F. Odoevsky, M.V. Lomonosov, encyclopedism, educational publishing project
  Nikita V. Gusev 73
• Sociology of Journalism

  «Religious Challenge as a Challenge to Universal Journalistic Ethics»

  The paper continues the analysis of the religious segment of the mass consciousness and draws attention to the problem of universal ethical system in journalism. The author suggests that religious ethos is a fundamental challenge for the construction and implementation for such a system. Theoretically the ethical choice of any journalist is to be free, individual and predominantly based on moral values (with deep impact of religious ethos for believers). The impact of the social norms from outside is considered to be secondary within the proposed normative model (which does not exclude conformism and even authoritarian pressure in practice). Author proposes to pay more attention on ontological and axiological origins of ethics in academic courses on Journalism Ethics for students and emphasize personal responsibility for moral choice.
  Keywords: universal ethical system in journalism, religious ethos, media law, moral choice, responsibility
  Viktor M. Khroul 82

• «Emergencies Coverage as an Indicator of the Quality of Regional Agenda in Federal Media»

  The author analyses the regional agenda in Russian national media and proves that the coverage of regional problems is limited and sometimes biased. The article is based on the author’s content analysis research (9 media outlets, 723 items). The research was done on the approaches to coverage of emergency events in Cossack village Kuschevskaya, Russia. The research revealed not only traditional media representations of regional problems but also new quantity characteristics of media representations. The author sees using the new approaches to regional agenda as a way of positive improvement in regional communication policy.
  Keywords: regional agenda, Russian national newspapers, news agencies, violence, emergency event
  Olga A. Fokina 97

• «Threats and Risks to Security of Child and Teenage Internet Audiences»

  Author observes foreign and national survey results of youth online safety problems, such as sexual solitation, online harassment, problematic content, defines strategies to supply youth with online safety.
  Keywords: internet safety, cyberbulling, problematic content, solitation
  Godik Yu.O. 115
• Materials, Documents, Publications

  «XXI Century Has Come (Report on the Conference “Art Criticism XXI”)»

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  Keywords: Art Criticism XXI
  Anna Yu. Sergeeva-Klyatis 130
• Criticism and Bibliography

  «“Marshall McLuhan” by I.B. Arkhangelskaya»

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  Keywords: McLuhan, mass media, theory
  Elena F. Ovcharenko 136