Content Pragmatics in Brand Media
Download paperDoctor of Political Sciences, Professor of the Department of Digital Media Communications at St. Petersburg State University, Saint Petersburg, Russia; ORCID 0000-0002-9146-1712
e-mail: k.nigmatu lina@spbu.ruPhD in Philology, Associate Professor at the Institute of Higher School of Journalism and Mass Communications of St. Petersburg State University, Saint Petersburg, Russia; ORCID 0000-0002-2899-8146
e-mail: n.pavlushkina@spbu.rupostgraduate student, Higher School of Journalism and Mass Communications, St. Petersburg State University, Saint Petersburg, Russia; ORCID 0009-0005-9767-833X
e-mail: st085534@student.spbu.ruSection: Media Text in a New Technological Environment: Digital Transformation of Communication
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.
DOI: 10.30547/vestnik.journ.3.2024.144165References:
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To cite this article: Nigmatullina K. R., Pavlushkina N. A., Smetanina A. M. (2024) Pragmatika kontenta v brend-media [Content pragmatics in brand media]. Vestnik Moskovskogo Universiteta. Seriya 10. Zhurnalistika 3: 144–165. DOI: 10.30547/vestnik.journ.3.2024.144165