№ 2 ' 2013


  • Editorial

    «Arrests in the English tabliod "SAN"»

    Keywords: Arrests, SAN, editorial
    Yassen N. Zassoursky 3
  • Advertising and Public Relations

    «Strategic Communications: Basic Principles of Organization»

    Management culture of communication projects in Russia survives with difficulty, as demonstrated, in particular, the lack of theoretical reflection. The author draws attention to the semantic vagueness of the central concept — “strategic communication ”. The author conceptualizes strategic communications in relation to the theory of strategic management and believes that the term refers to specific principles of the communication process. The essence of the basic principles of strategic communications described in this article.
    Keywords: strategic communications, communication management
    Nina V. Starykh 5
  • «Media Relations in the System of Global Public Diplomacy»

    The author explores the tendencies in media relations of public diplomacy over the past 20 years. The analysis leads on three communication channels — print media, television and Internet. The author concludes that objects of public diplomacy determines tendencies in media relations, but the way of work with communication channels depends on previous experience of commercial media relations and they are pioneer in this case.
    Keywords: media relations, public diplomacy, media relations tendency
    Natalya A. Kontsevaya 27
  • «Synergy of Micro-Targeting and Social Networks in Political Communications (The Role of Social Media in US Presidential Campaign 2012)»

    The article is dedicated to the new political technology — synergy of micro tar­geting and social media. Barak Obama is relying on the new technology in his 2012 reelection campaign. Potentially, the new technology could have a substantial im­pact on the process of democratic elections. On one hand, microtargeting with social media yields innovative ways of voter mobilization and political engagement. On the other, it leads to voter discrimination, manipulation, and invasion of privacy.
    Keywords: new media, political strategy, microtargeting, presidential election 2012, Internet, Obama, Romney
    Anna V. Severse 39
  • History of Journalism

    «Communicative Features in Slavophils’ Philosophical Essays»

    The article raises the question of the legitimacy of the communicative approach to публицистическим texts of the XIX century. For example, philosophical journalism of Slavophiles shows that journalistic texts in XIX century were created under condi­tions of communicative crisis, under the influence of crisis communication.
    Keywords: philosophical essays, communicative crisis, Slavophiles
    Vladimir N. Grekov 50
  • «Perception of Pasternak’s Poetry by Russian Émigré Critics»

    The author analyses a doubtful situation in Russian Diaspora critics in 1929 when the “Selected verses ” by I. Bunin were published and N. Tejfy devoted to it a panegyric review. The review was full not only with the compliments to Bunin, but the sharp attacks at the address of B. Pasternak. The origin and point of these attacks are not very clear.
    Keywords: Pasternak’s creative work, Russian diaspora, polemics
    Anna Yu. Sergeeva-Klyatis 69
  • «Roman Gul’ and the Third Russian Emigration»

    This article devote to very complicated relations of Roman Gul' with the “third wave ” of the Russian emigration. The author analyses a chief-editor of “The New Review" reaction to works of A. Sinyavsky—Terz, and A. Belinkov, researches some reviews to works of A. Solzenicyn. The main topic of report is the Roman Gul' relationship with V. Maksimov. The chief-editor of “Kontinent” was corresponded with R. Gul'. He tried to unify the different waves of Russian emigration.
    Keywords: Roman Gul', “The New Review", “third wave” of emigration, A. Sinyavsky, V. Maksimov
    Elena Yu. Scarlygina 84
  • Foreign Journalism

    «Online Media in Switzerland»

    Structure of Swiss media market has dramatically changed in recent years. Rapid development of online media sector put competitive pressure on traditional Mass Media and causes apparent reallocation of advertisement and personnel streams. Majority of printing mass media has acquired electronic versions that turned out to be the only possible publication format due to financial and economic difficulties. Radio and television programs became available online. Moreover numerous new online publications for different groups of readers, listeners and audience have arisen. Significant part of traditional mass media audience redirected to internet. Swiss experts believe that state control over online media development is required.
    Keywords: mass media of Switzerland, media market of Switzerland, online media, online newspaper, online audience
    Tamara S. Yakova 94
  • Discussion

    «Popularization of Science in Internet»

    The author researches popular scientific internet sites. The popular scientific websites are studied as an important medium of promoting scientific knowledge.
    Keywords: science promoting, popular scientific site, popular scientific
    Elena E. Makarova 101