Issue

Content:

• Media Text in a New Technological Environment: Digital Transformation of Communication

  «Media Text in the Era of Digital Platforms: Opportunities and Threats»

  Introduction to the special issue
  Keywords: mediatext, digital platforms, new media
  DOI: 10.30547/vestnik.journ.3.2024.313
  Elena L. Vartanova, Andrei V. Vyrkovsky, Marina V. Zagidullina 3

• «Speech Model of a Media Brand as a Subject of Communication: Problem Statement»

  For the first time, an attempt has been made to create a model of a media brand: typological techniques for positioning mass media (editions, corporations, holdings) in the public space have been identified and structured. Typological and discursive-linguistic methods made it possible to develop principles for the structuring of a media brand, based on the analysis of repeated and intentionally replicated linguistic means that are fixed in the mind of the recipient, including through suggestive and manipulative means of linguistic influence. On the basis of well-developed concepts of the brand, speech model, linguistic personality, and linguistic and cultural types (V.I. Karasik, Yu.V. Karaulov, etc.), a speech model of the media brand has been developed, which will allow not only to determine its structural components, but also to determine the effectiveness and typological conditionality of each of them, thus helping to reflect on communicative successes and failures in the creation and promotion of a media brand. The research hypothesis is that, by analogy with the construct of a linguistic/communicative personality, it is possible to develop a model of a media brand as a subject/actor of the modern media space that forms its own community. The peculiarities of the functioning of the media brand formation tools allow us to consider it as an important and well-structured subject (an actor comparable to a personality) of mass communication.
  Keywords: mass media, media brand, speech model, subject of communication
  DOI: 10.30547/vestnik.journ.3.2024.1435
  Elena A. Barashkina, Ekaterina V. Vyrovtseva, Larisa A. Gorshkova, Natalia A. Maslenkova 14

• «Media construction of Russia’s image among the former Yugoslavia states citizens in 2014-2023»

  The article presents the results of the media analysis of the image of Russia in the states of the former Yugoslavia and the study of the formation of the image of the Russian Federation in the minds of the national audiences of Serbia, Montenegro and Croatia in the period from 2014 to 2023. Special attention is paid to the identification of the connection between the information behaviour of Serbs, Montenegrins and Croats and their ideas about the Russian Federation. The empirical research model includes discourse analysis of publications about the Russian Federation by leading traditional and new media in the countries of the former Yugoslavia (units of discourse analysis are the dominant method of constructing a way of representing Russia, target audience, target attitude and context of narratives about the Russian Federation); Analysis of the structural characteristics of the flow of information about Russia generated by the most popular media among the national audiences of the states of the former Yugoslavia; a mass survey of the citizens of Serbia, Montenegro and Croatia on their perception of Russia and its place in the modern geopolitical space. The main result is to obtain empirical evidence of a change from the rational strategy (based on rational argumentation) of the official media aimed at the audience of the countries of the former Yugoslavia to irrational techniques (emotional stereotyping, value subordination and primitivisation) in shaping the image of the Russian Federation. A connection between the strategy of the information behaviour of the citizens of the former Yugoslavia and the semantic constructs reflecting the image of Russia in their minds was identified. The main results of the study are the development, based on the empirical data obtained during the analysis, of measures to improve the image of Russia in the official and informal media environment aimed at national audiences of the countries of the former Yugoslavia. The article presents the substantive and procedural aspects of the technology of positive image of the Russian Federation, overcoming stereotypes and a priori destructive attitudes towards Russian foreign  policy in the minds of citizens of the former Yugoslavia as part of the Western community and as representatives of nations with common historical roots and socio-cultural similarities with Russian society.
  Keywords: media, social media, image of Russia, Serbia, Montenegro, Croatia, discourse analysis
  DOI: 10.30547/vestnik.journ.3.2024.3662
  Anna Yu. Dombrovskaya, Marijana Sundic 36

• «Grammatization of Amateur Travel Journalism (Based on the Example of the Memorative Landscape of Arkaim) »

  The article is devoted to issues of methodology in media research: it shows how the concept of grammaticality proposed by Bernard Stiegler in relation to platforms (using YouTube as an example) can become a tool for analysing certain segments of content. The empirical basis of the study is the video narratives of non-professional journalists united by a common travel destination (Chelyabinsk State Historical and Archaeological Museum-Reserve “Arkaim”). The total number of stories analysed is 23. An algorithm for studying the “grams” (rules) of the technological platform itself, which determine the strategies of content creators, is proposed, and a possible analysis grid is presented, which takes into account the grammaticalisation of the technological platform and ensures the circulation of content. It is proposed to take into account a specific research question in the choice of analysis parameters and to refuse to include in the analysis elements that are not essential to this question. As a result of the analysis, specific frequency characteristics of video narratives were obtained that are relevant to the study of the amateur journalistic segment “Arkaim”.
  Keywords: physical and social space, development of memorial landscapes, grammatization of media formats, travel journalism, citizen journalism, video narratives
  DOI: 10.30547/vestnik.journ.3.2024.6388
  Marina V. Zagidullina 63

• «Pragmatic Aspect of Multimodal Journalistic Communication: Interaction of Recipients with Digital Data Text»

  The article discusses the specifics of the recipient‘s interaction with a typical text of journalistic information, including semiotically heterogeneous elements and implemented in the digital environment. Based on structural-semiotic analysis, key structural characteristics of the typical data-text are determined, representing a multimodal complete formation in both formal and substantive aspects, where numbers play a crucial role as symbolic signs. Considering the context of implementation, pragmatic effects of using digital signs in the data-text are identified. Assumptions are formulated about the influence of the multimodal structure of the data-text on its perception by the reader, including the visual perception. In accordance with the properties of the technologically «active» environment, the role of affordances integrated into the media format and the structure of data-texts is characterized. These affordances are utilized by the consumer to construct an individual trajectory of extracting meaning. The affordance toolkit allows the user/ reader to manage the process of perception, directly influencing the understanding of the content of the media text. Assumptions are made about the determination of the model of perception of digital data-text by the professional/expert involvement of users, as well as the determination of the pragmatics of the data-text by the properties and characteristics of its structure. The significance of numbers as a sign system and an extralinguistic element is determined by the type and complexity level of the data- text structure. As a result of studying the data obtained during the research experiment, it was found that extralinguistic elements, to a greater extent than verbal text, influence the formation of the recipient‘s information picture of reality, providing its heterogeneity and volume by actualizing various modes. The perception and interaction of readers with affordances and extralinguistic elements of the data-text are diversified. In particular, it is determined by the factor of professional/expert involvement and discursive competence, as well as by the communicative tasks that the recipient solves.
  Keywords: media text semiotics, media text pragmatics, multimodal journalistic communication, data text, data text perception, affordances
  DOI: 10.30547/vestnik.journ.3.2024.89121
  Evgeny A. Kozhemyakin, Lyudmila V. Ivanova, Anna V. Kupriyanova 89

• «Typology of Multimedia Formats of News Publications»

  There are more than a dozen formats of multimedia news publications in the Russian media. These are the results of a study of 200 publications from nine media sites that are among the most popular on Runet and that actively practicemultimedia accompaniment of news. The format here refers to an established or emerging type of multimedia publication with a news item as the textual basis. The most popular addition to the news is a multimedia illustration in the form of a report from the scene of the event, or video or audio quotes from the newsmaker whose statement served as a reason for writing the news. At the same time, in most cases, multimedia elements related to the event covered are not independent and cannot be understood without a news note. Stand-alone videos are mainly used by TV channels as a supplement to text news. There are also news supplements with a multimedia background on the topic covered or a video about the newsmaker. A special place is given to multimedia formats in which the text and multimedia parts are not thematically related, e.g. accompanying a news item with a selection of the main news of the day or week or a video clip on another topic. It was also found that the media follow one of two strategies when presenting multimedia news: selective or maximum multimedia. In selective multimedia, multimedia elements accompany a minority of news items and multimedia usually illustrates the event being reported. In maximum multimedia, multimedia elements accompany most news stories, but in most cases these elements are not themselves related to the event being covered. The differences in the multimedia profiles of the media, even if they follow the same strategy, indicate that the standards of multimedia news presentation in Russian journalism have not yet developed.
  Keywords: multimedia formats, multimedia news, multimediatization strategy
  DOI: 10.30547/vestnik.journ.3.2024.122143
  Alexander V. Kolesnichenko 122

• «Content Pragmatics in Brand Media»

  The article presents the results of the second stage of the brand media market research in Russia. The first stage in 2022 made it possible to identify the concept of brand media and fix the current situation in the industry. The authors proposed criteria for assigning the project to the group of “pure” brand media and separating it from the practices of corporate journalism. In 2023, the authors expanded the sample from 30 to 69 media, updated the definition and proposed new criteria for evaluating the pragmatics of the text in order to identify the value of brand media content for the audience. In addition, 12 interviews were conducted with representatives of brands and brand media to validate the results of the content and market analysis. Brand media use an extended arsenal of arguments and influence tools, not only providing facts, but also creating a certain atmosphere and attitude towards the issue. In fact, half of the media analysed use not only facts but also tools of empathy. The educational and recommendatory pathos of the majority of the publications confirms the hypothesis that brand media are primarily aimed at benefiting a wide audience and not only at promoting the brand.
  Keywords: brand media, brand journalism, pragmatics, usefulness, content
  DOI: 10.30547/vestnik.journ.3.2024.144165
  Kamilla R. Nigmatullina, Natalia A. Pavlushkina, Anastasia M. Smetanina 144

• «The Role of the Media in the Preservation and Transmission of Folklore Values»

  The article analyzes the representation of traditional Russian festive culture in the media and analyzes the role of the media in the preservation and populariza- tion of folklore values, in the formation of a national picture of the world.150 journalistic materials for 2022-2023 were analyzed in the publications “Kommersant”, “Business Quarter”, “South Ural Panorama”, “Moskovsky Komsomolets”, “Culture”, LENTA news portals.RU and Rambler. As non-institutional sources, the pages in the VKontakte social network of the communities “Folk according to GOST”, “Slavs.Paganism.Rus”, an information resource CALEND.RU, author’s channels on Yandex Zen. The interdisciplinary approach allows us to consider the reflection of the objective phenomenon of the preserved and revitalized festive tradition on the example of the media image of Maslenitsa, Ivan Kupala Day, etc. The value-semantic dominants and characteristic features of the media images of the holidays are determined: entertainment and resistance to the mediatization of Maslenitsa, sacred-mystical semantic content of Kupala. The media record the compilation of folklore and mass culture, the appearance of new elements of the festive and ritual complex. In the absence of a preserved tradition, the media form a media image of the holiday, which is fixed in the mass consciousness.
  Keywords: media, mediatization of culture, tradition, traditional festive culture, folklore festival
  DOI: 10.30547/vestnik.journ.3.2024.166185
  Tatiana V. Saveleva 166

• «You, me and “Alice”: how do we get along with artificial intelligence»

  The article summarises the results of one facet of a major study carried out by the HSE Centre for Digital Cultures and Media Literacy in 2023. 350 questionnaires received from students, teachers of media subjects and specialists in the creative industries – journalists, advertisers, designers, museum workers, etc. The article focuses on the emotional spectrum of the respondents’ interaction with neural networks, which is a particularly interesting issue of modern media relevance. The range of emotions in communicating with AI, the expectation of empathy from “smart devices”, the problem of “humanising” gadgets, establishing a dialogue with them – all these issues are reflected in the study.
  Keywords: AI, education, creative industries, emotions, empathy, anthropomorphism
  DOI: 10.30547/vestnik.journ.3.2024.186207
  Svetlana A. Shomova 186