This article is devoted to the functioning of two theoretical concepts of media communications agenda formation and gatekeeping, genetically related to each other, at the current stage of development of Russian society. The relevance is due to the fact that the problem of forming the agenda today is acquiring fundamentally different contours, the formation of the agenda is under pressure from social networks and, first of all, political channels, while these channels themselves are subject to gatekeeping processes and fall under the influence of the formed agenda. This article analyzes two striking examples of 2024 that have long defined the agenda «the story of the cat Twix» and «incident of Dolina», which demonstrate the formation of a public agenda that flows into the media, political agenda and becomes the agenda in Russian society for a fairly long period, and which, among other things, demonstrate symbiosis in the work of the media and social media in shaping the agenda. The resonance of public opinion on such events leads to a manifestation of protest, expressed in criticism of specific culprits, which affects the negativization of state structures and, possibly, the authorities as a whole. The result, on the one hand, is the channeling of protest, and on the other hand, the formation of unified agendas: public, media and political and common agendas as well as the subsequent operational change in socio-political relations, which meets in whole or in part the request for the restoration of the principle of justice.

The article examines the structure of interests in power among students preparing for careers within the system of public authority, and the communicative conditions in which this structure takes shape. Educational influence does not reach the student directly: classroom and extracurricular formats convey particular meanings through expert communication with practitioners, the analysis of professional cases, feedback, and horizontal communication in joint activity. The study aims to establish how the balance of power motives and social orientations of potential political leaders changes in the course of training and in subsequent professional activity, and which communication formats are associated with retaining the socially significant component of this structure. The author’s definition of interest in power is presented, and the two-component structure of the category, combining power motives and social orientations, is substantiated. The empirical basis is a panel longitudinal study of 2017-2026 conducted within a bachelor’s programe in «State and Municipal Administration» (profile «Domestic Policy and Leadership»): six successive cohorts, 360 respondents, the method of paired comparisons. Nine years of observation show that the structure of interests in power does not remain constant: the growth of socially significant elements in the first half of training gives way to their erosion in the second, while the profile formed by graduation is reproduced in the first years of professional activity.

In the context of structural transformations of regional labour markets and the integration of historical territories into the social, economic, and legal space of Russia, the issue of trust between key actors employers and young job seekers becomes particularly relevant. This paper, drawing on a methodological synthesis of New Institutional Economic Theory and economic sociology, attempts to analyse the role of trust as an informal institution that reduces transaction costs arising from information asymmetry and conflicts of interest. The empirical basis includes the results of focus group discussions (N=50) with students of secondary vocational education institutions from the Rostov Region, the DNR, the LNR, the Kherson Region, and the Zaporozhye Region. It was revealed that employers externalise the costs of adapting young employees onto job seekers by requiring experience for entry-level positions, while job seekers respond by reducing their willingness to invest in their own skills and competencies. An industry-specific asymmetry of trust was found, which varies depending on the «market orientation» of professions high trust in formal institutions is compensated by low salary expectations, whereas high salary expectations are associated with low trust in the market, employers, and social institutions. The fact of low trust in the Public Employment Service as a social institution was established it is perceived by young professionals as a «last resor» rather than a functional job search channel. It is proven that the level of trust among actors in regional labour markets is determined by the structure of perceived risks and the ratio of expected rent to transaction costs, rather than by the quality of social institutions.

This article explores web crawling and RSS as essential tools for automating media monitoring amid increasing information flows. The study aims to develop and test an adaptive automated media data collection system based on web crawling and RSS technologies to optimize media monitoring processes. It describes the methodology for developing crawlers using Python and specialized libraries (BeautifulSoup, newspaper3k, feedparser, Selenium), as well as the modular architecture of the system and the principles of «polite crawling». Special attention is given to system adaptability for different types of web resources, integration with the humanities context, and the use of artificial intelligence for text analysis and annotation. The article presents practical testing on news resources from Transnistria, including a comparison between HTML page parsing and RSS feeds. The study demonstrates that a combined approach ensures efficient data collection, reduces editorial labor, and enhances media analysis quality.

The article is devoted to the analysis of the influence of artificial intelligence (AI) on the structure of interaction and communication mechanisms in digital games. Against the background of the rapid development of generative technologies, video games are becoming media platforms in which AI not only provides personalization and scenario adaptation, but also forms new forms of role identity, cognitive engagement and political socialization. The research is based on an interdisciplinary approach combining media theoretical, political-analytical and critical-discursive analysis. Three game projects are considered as an empirical basis, in which AI acts as a media intermediary that sets the framework for the interpretation, control and representation of power. The comparative analysis makes it possible to identify the key functions of AI: from algorithmic selection of meanings to modeling digital subjectivity. It is concluded that AI in games functions as a political and communication actor that transforms the rules of interaction and the architecture of user experience.

The article is devoted to the analysis of Antarctica as a dynamically constructed ensemble of heterogeneous actors. The theoretical framework is based on a synthesis of Bruno Latour’s actor-network theory (ANT) and Michel Foucault’s analysis of dispositive. The aim of the study is to demonstrate how non-human actors using penguins as an example actively participate in shaping scientific knowledge, communication practices, tourist perceptions, and environmental management on the continent.

The paper introduces the concept of «Sub-Gaia» an understanding of Antarctica as a localized, «invented», and technologically mediated version of the planetary Gaia system, functioning as a global laboratory. It has been shown that the specific biological behavior of birds dictates the conditions, significantly limiting the presence of humans and revising the boundaries of available territories. This allows us to assert that the overall stability of the system depends not only on diplomacy but also on the complex symbiotic relationships that constantly arise from the interaction of people, technology, and wildlife. The methodology includes case studies, text analysis (scientific publications, international treaties), visual materials (photographs, satellite images), and in-depth interviews with an Antarctic researcher, biologist, and associate professor at RANEPA, Kirill Galustov. The results show that penguins, subconsciously through scientists, act as agents of agency (by disrupting human plans and models), adjust communication models (by transmitting «messages» through data and visual imagery), and «exercise power» (by imposing demands on legal and environmental systems).

The conclusion is that the «Sub-Gaia» concept is productive for observing the agency of actors, using penguins as an example, and that it is necessary to move from an anthropocentric model of «managing nature» to the paradigm of «managing together with nature» through communication. Moreover, the agency of non-human actors that engage in communication with social subsystems is recognized and incorporated into the decision-making process. Otherwise, all of this contributes to the transition to a hybrid model: «From managing nature to communicating with nature».

The practical significance of the work lies in the development of more sustainable and effective management models through communication for vulnerable ecosystems.

The process of managing a territory's strategic communications and forming its sustainable image in the long term involves developing a strategic communications program for the place in accordance with the place strategy, including performance assessment. This article systematizes methods for assessing the effectiveness of place imagemaking and strategic communications management. It summarizes methods such as media image monitoring, sociological research methods, and comparisons with performance indicators set forth in territorial strategic documents. Particular attention is paid to the review and analysis of ratings and indexes for measuring territorial reputation and image.

The author proposes a typology of indexes and ratings based on six indicators and the idea of two indexes for measuring and assessing a place image.

The current civil service personnel system faces the need for transformation aimed at creating an optimal HR model. These changes are based on the introduction of a fullfledged HR cycle within executive bodies, embodying departmental specifics, organizational autonomy, and flexibility in personnel decisions while ensuring uniformity of personnel procedures, digital integration, and anti-corruption controls. The purpose of this article is to provide a theoretical and applied justification for centralization as a mechanism for improving personnel management in the civil service. The article’s conclusions and propositions are based on an analysis of scientific publications that reveal the characteristics, advantages, and limitations of centralized, decentralized, and mixed models of HR management in the federal civil service. This analysis allowed us to identify key characteristics of centralization as a mechanism for improving HR management. The identified characteristics of centralized, decentralized, and mixed models of HR management formed the basis for practical proposals for their application in the context of institutional transformation of HR management in the federal civil service. It is substantiated that centralization in the context of the transition from personnel administration to the optimal organizational structure of the personnel service of the civil service, regulating the full cycle of personnel management, appears to be optimal.

The article is devoted to a meta-theoretical analysis of transmedia storytelling as the dominant form of cultural production in the 21st century. In the context of the evolution of communication systems from simple transmission of messages to the creation of complex narrative ecosystems, the author substantiates the need to integrate three complementary theoretical perspectives: transmedia narratology, media ecology and the performative approach. Transmedia narratology is seen as an extension of traditional narrative theory, focusing on the «narrative potential» and specific capabilities of various media. The ecology of media provides a macroscopic view of the media environment as the habitat of culture, where transmedia projects act as an evolutionary response to the atomization of the audience. The performative approach, which goes back to the concept of the «culture of participation» by G. Jenkins, emphasizes the active role of the audience as a co-author and a full participant in the transmedia worlds. The article also examines the principles of transmedia design, the role of artificial intelligence and metaverses, as well as the challenges associated with maintaining canonical integrity and developing transmedia literacy. The conclusion is drawn about a fundamental shift in the media landscape: stories are turning into spaces that the audience jointly creates and performatively experiences.

The present work focuses on the development of political communications as a regional policy tool within the framework of the “Cultural Capital of the Year” project in Russia’s regions. The objective of this work is to summarize the existing practices and identify key features of political communications development in this area. The key research methods include a retrospective (specifically historical) approach to analyzing the methodology and practice of implementing the «Cultural Capital of the Year» competition, as well as a systems approach to studying related areas of political communication in the constituent entities of the Russian Federation. The key results (scientific novelty) of the study include substantiating the application of this competition as a political communication tool for implementing state policy on conveying common cultural meanings and promoting cultural integration in the country. This section outlines the key areas of regional cultural and institutional environment formation; substantiates the transformation of a region as a dynamic socio-territorial system into a socio-territorial and cultural cluster; and identifies areas for strengthening the country’s symbolic space with the help of the «Cultural Capital of the Year» competition. The theoretical and practical significance of this study lies in its conclusions and recommendations for using the «Cultural Capital of the Year» competition to foster accelerated regional development. It also highlights how the identified characteristics of political communication in the region enable cultural policy tools and methods to address the challenges of political integration and social consolidation in the region, based on the country’s overall civilizational development and federal-level spiritual meanings and values.

In the context of digital transformation, political advertising on social media has become an interactive, hyper-targeted form based on surveillance capitalism. Young people with clip-thinking and a tendency to trust visual content and influencers are particularly vulnerable: 84% do not recognize manipulation. The goal is to identify manipulative strategies in political advertising targeting Russian youth and analyze how they are perceived. Material: posts and campaigns on VK and Telegram from 2023-2025. (communities «The Truth Is with Us!», «PROSTO», «The Workshop of New Media» accounts of nine pro-government and opposition bloggers) and a pilot survey (N=35, aged 18–35). Methods: discourse analysis, content analysis, linguistic analysis, questionnaires. Four strategies have been identified: constructing reality, polarization, emotional engagement, and technologically determined techniques. Their effectiveness is ensured by digital dialect: memes, short videos, paragraphemics. The cases demonstrate hybrid formats: myth-making and dysphemization in a patriotic project, soft co-optation through loyal bloggers, and masking the agenda as leisure content. Personalized content that imitates expert opinion generates the highest level of engagement. During the 2024 elections, critical narratives about the opposition predominated on social media, contrasting with the positive campaigning in the media. The survey confirmed the vulnerability: only 8.6 % fully recognized the manipulation; information presented as a personal opinion proved to be particularly challenging. The correspondence between advertising tools and the psychology of young people has been identified; unrecognition is a key factor in effectiveness.

The relevance of the study lies in the search for effective tools and technologies for shaping and promoting Russian brands in the market. The problem of the study is that marketing does not pay sufficient attention to studying the symbolic meanings and connotations of the signs, images, and symbols used. The goal of the study is to examine ethnic symbolism as a marketing tool for promoting Russian brands. The tasks to be addressed are: to clarify the concepts of ethnic and national symbolism; to identify the functions of symbols in marketing; to develop an approach to the symbol as a marketing tool for brand promotion; and to develop recommendations for using ethnic symbols in marketing. The object of the study is the brand as a symbolic construct. The theoretical and methodological approach is of a disciplinary nature and draws on categories, approaches, and methods from the philosophy of culture, sociology, ethnology, and marketing. The novelty of the work lies in the following points: the concepts of ethnic and national symbolism are clarified; the functions of symbolism in marketing are identified; the potential of the symbol as a powerful marketing tool for promotion is revealed. The conclusion offers recommendations for using symbols in marketing.

Medical services are a powerful source of patient support at all stages of treatment. First of all, information is exchanged between doctors and consumers of medical services in digital resources.

Through social networks and websites, demand is generated, and specific medical institutions and doctors are selected. In the digital environment, a doctor’s reputation is being created, which can be destroyed through negative reviews. Telemedicine is developing, which makes it possible to consult patients remotely, maintaining communication with the attending physician. Medical institutions are launching their own mobile applications that implement a doctor-patient interaction model.

The author presents the results of his own research on consumers of medical services, identifies the features of communication in the medical services of doctors in the field of aesthetic medicine and cosmetology.

This article examines a new concept in the sociological field «media inclusion»/»media inclusivity» and analyzes its differences from the related term «digital inclusion». The author focuses on current issues in defining the term «inclusion» in the scientific field. The article analyzes the role of media inclusion at the municipal level and the potential for further study of this phenomenon to establish an effective dialogue between local governments and residents. It concludes that local administration heads need to focus not only on the digital transformation of municipal governance and the dissemination of digital technologies at the municipal level, but also on public access to various media resources.

The purpose of this article is to demonstrate corporate volunteering as a tool of communication management in the ESG framework, comparing the practices of commercial companies and educational institutions. The subject of the study is the practices of integrating volunteer initiatives into ESG, their impact on corporate culture and employee engagement in the social activities of the organization. The article provides an overview of examples of successful integration of volunteering into ESG activities of Russian organizations. The authors studie the benefits that companies receive from employee participation in volunteer activities. The results show that сorporate volunteering enhances the social component of ESG in the commercial sector. Sustainable volunteer ecosystems and centers have been formed in educational organizations. Social and educational practices dominate there, including mentoring, assistance in integrating foreign students, and environmental initiatives. The novelty of the study lies in the comparison of the use of volunteer initiatives in commercial and educational organizations through the ESG. The authors identified common features in the development of corporate volunteer project management and differences in their goal setting and audiences. In conclusion, we can note that volunteering has evolved from one-time actions into a systemic element of management, increasing loyalty and the quality of internal communications.

The article examines collective media practices of student media activists as a mechanism of professional and civic self-identification and civic media socialization. The empirical case is the 7th interregional «Yuzhny Rubezh» Media Forum, which brought together representatives of 30 Russian universities around the theme «Code of Unity». The study follows a qualitative case-study design. The main analytical corpus comprises 30 semi-structured interviews, one informant from each participating university; 12 additional interviews were used for contextual verification. The materials were analyzed using thematic analysis. Results. The comparison of interviews reveals interrelations between collective media production, team interaction, a multilevel image of «we», interregional communication, regional representation, and responsibility for public media meaning. The scientific novelty lies in interpreting organized collective student media production as a space in which the professional self-definition of a media creator is connected with the understanding of civic agency. The findings show that joint media activity does not create civic identity from scratch, but under certain communicative conditions actualizes it and links it with professional self-definition. The results clarify the role of student media production as a form of youth media-communication participation and a mechanism of civic media socialization.

The article reveals the problem of preserving the identity of residents of small historical towns in Russia in the context of modern processes of urbanization and globalization, leading to the loss of architectural objects and cultural heritage. The authors justify an interdisciplinary approach in which cultural identity is formed in the process of interaction between the individual and the material and non-material environment of the town. To solve the stated tasks, the authors elaborate the need to integrate urban planning analysis and sociological research to study the impact of architectural objects on the individual. The town of Ostashkov, Tver Region, which has a high hidden innovation potential and has preserved the urban plan of the Catherine the Great era, was chosen as the empirical base. In the course of the conducted urban planning analysis, a system of architectural dominants, axes and anchor points was identified, as well as the connection between the sacred, trade-economic and administrative-public levels. The results of the questionnaire survey confirmed a statistically significant positive relationship between the importance of architectural monuments and the level of cultural identity of residents. The sociological analysis demonstrated that the spatial-planning structure and the system of architectural dominants are not only the physical framework of the town, but also material carriers of cultural codes and meanings. The results of the comprehensive study of the cultural identity of residents of a small historical town create a theoretical-methodological and empirical basis for the development of communication campaigns aimed at preserving cultural heritage, forming patriotism and sustainable development of small historical towns, as well as forming a system of indicators for assessing the effectiveness of the conducted measures.