Issue

Content:

• Editorial

  «The Economist’s Controversial Views on the Perspectives of Development of the Western Economy»

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  Keywords: Economist, perspectives, editorial
  Yassen N. Zassoursky 3
• History of Journalism

  «Work on Increasing Audience and Circulation at the Rabotnitsa Magazine (1920—1930) »

  The article examines the work of a Soviet magazine “Rabotnitsa” in the 1920—1930s, which is connected with the formation of a captive audience and increasing the level of circulation. During this period of time there were specific techniques of magazine’s promotion, which were increasing the efficiency of the Soviet propaganda of equality of women.
  Keywords: history of soviet journalism, Rabotnitsa magazine, women’s rights
  Olga D. Minaeva 7

• «Evolution of Lomonosov’s Representation in Russian Historiography»

  The article is devoted to the analysis of the main trends in the formation and evolution of the image of the famous Russian scientist and enlightener Mikhail Lomonosov in the Russian historical literature from the middle of XVIII century up to our days.
  Keywords: M. Lomonosov, image, anniversary, historiography
  Dmitry A. Gutnov 25

• «“The Letopis” Magazine in 1915—1917»

  The author summarizes a variety of sources, devoted to the magazine “Letopis” (1915—1917), complements the already available information the analysis of the issues of the magazine, introducing into the scientific circulation of new materials, available in the Archive A.M. Gorky. Outlines of the main staff of “Letopis”, in the cultural and historical context is considered the ideological platform of the magazine.
  Keywords: “Letopis”, Gorky, The First World War
  Sergey G. Korostelev 38
• Sociology of Journalism

  «The Depressive Media Consumption (A Study of Television Preferences in Rural Areas)»

  The article presents the results of a television consumption survey of rural residents. We prove that people choose the TV content that corresponds to their mindset. This is true to people of all ages and socio-cultural statutes.These views suggest that the villagers are in a state of social depression — they tend to become less sensitive and more alienated towards symbols, values and conventions of the present-day media. Thus we introduce the term “depressive media consumption” that refers to this rural viewing pattern.
  Keywords: media consumption, television preferences, socio-cultural status, social depression
  Ilya V. Kiriya, Anna A. Novikova 53
• Advertising and Public Relations

  «Open Communications as an Instrument of Shaping an Image of the State (the Case of Modern Russia)»

  The authors envisage the problem of shaping open communications as a factor of creating a positive reputation of a country in the world. Open com­munications are treated within a general concept of strategic communica­tions as being pivotal for forming the positive reputation of an actor of poli­tics. Given an evolution of the political sphere in Russia, the authors raise a question of why open communications are being badly realized here. Fol­lowing it, the article attempts to study the essence of the above concept and focuses on its problematic aspects. Also, the ways of fulfillment of this con­cept in current Russian conditions are debated.
  Keywords: strategic communication, Internet, public diplomacy, public relations, manipulation, information security
  Dmitry L. Strovsky, Greg Simons 64

• «PR Campaigns in the System of Public Diplomacy »

  The author explores the effectiveness of a public relations tool — PR campaign for the public diplomacy. As part of this investigation, the author analyze the specialties of PR campaigns realized to achieve the objectives of public diplomacy: focus on opinion leaders, the dialogue with the target audience, etc
  Keywords: public relations, new public diplomacy, PR campaign
  Natalya A. Kontsevaya 81
• Discussion

  «Columnism in the Age of Internet»

  The article is focused on certain phenomena that is the Renaissarne of the role of “columnism” in the age of Internet. The main point is that those whom we name in Russia as a “publisists” have rich opportunities now to communicate with their audiences, including communications acting beyond corporation boundaries: per­sonal blogs and sites, social net, etc. This kind of professional activity is “on de­mand” in Russia today.
  Keywords: publicity, columnist, new media, personalization, activism
  Irina D. Fomicheva 94