The article considers approaches to the definition of media discourse and determines the influence of media discourse on changing the space of political communication in the conditions of new information and communication coordinates. Written or oral discourse is aimed at the appropriate audience. Media discourse is a specific form of social interaction through media. It is not random or spontaneous. It is neither private nor unofficial. Besides, is important to consider how certain information and communication spaces, including the space of political communication, are formed. Critical discursive analysis is one of the most important areas of media space research. The recipient constantly evaluates media messages. The fact that political media discourse is public means that it is also under the scrutiny of many political analysts who are interested in it as a form of institutional interaction. Institutional interaction is particularly important in the political space. The fact that media discourse is recorded makes it attractive to discourse analysts and increasingly because of the online availability of Newspapers, radio stations, and television programs. Technological progress has largely compensated for the ephemeral factor that used to be relevant to media discourse, especially in relation to modern electronic media. In the space of political communication the main objective of news is to inform the audience about socially significant political events and facts taking place in the country and abroad, in reporting on various political phenomena and describing them. In political discourse, symbolic logic (text explication) is used to convey complex meanings and concepts to the target audience.

The paper examines the impact of the Internet and social networks on the political life of a person. The author analyses strengthening of the role of new media in society as the latest means of communication and social lift. As a result of the study, the author outlines the main approaches to studying the political role of social media, and claims, that such studies in the near future may become one of the main vectors in the development of political science. Political communication in society has become interactive, acting on the principles of a network. In an era of openness and transparency, dry official information about the organization’s activities no longer inspires confidence. The presentation of the text and content affect not only the political preferences of civil society, or rather, different groups of civil society, since it becomes more and more segmented by interests and preferences, but also electoral preferences. The article attempts to clarify the issues related to the terminological apparatus, to outline the main approaches to assessing the role of social media in politics, to highlight the main trends in the development of this sphere of public activity.

The paper considers the actual problem of fake news and the phenomenon of “post-truth” in the modern information space, there were disclosed the content of these concepts and their varieties are illustrated by various examples of manipulation of public consciousness. The actuality of this topic is caused by the massive negative impact of this phenomenon on public consciousness. There were described overview of state measures aimed to avoid this negative impact. But from the point of view of the authors, in order to resist this phenomenon, it is necessary not only to take legal measures. It is important to develop such a skill as a critical perception of information among the audience. In this regard, it is proposed to consider the potential of using modern developments of the domestic school of methodology (more specifically, a special method of working with texts, the usage of schemes to reconstruct the results of understanding) for analyzing news messages in order to detect possible manipulations.

Due to the semiotic approach that allows us to consider dance as a cultural text, the author analyzes the processes of intercultural dialogue through dance. The semiotic approach in the study is based on the works of Yuri Lotman, in which culture and its phenomena act as mechanisms that store, transmit and generate information. Conventionally, these processes are divided into interpersonal: at the level of intercultural communication (communication between the addressee and the addressee), and intercultural: at the level of cultural interaction (communication between the audience and cultural tradition). It is assumed that intercultural interaction through dance is carried out according to models of hybridization and creolization.

The article presents the evolution of the concept of the scientific discipline Public Relations from initially disparate components, self-sufficient, mythologized and able to solve most information and communication issues in all areas, to individual technologies and parts of the General complex of integrated marketing communications, which are replaced by the concept of “communication management”. The authors developed a universal set of professional competencies for a communications specialist. They show how this is revealed in the textbooks, manuals and monographs they have written for almost 30 years of their educational and practical activities, which is their undoubted scientific contribution to the development of communication theory.

Based on the empirical research, the article examines the productivity of using in-depth interviews as a tool for assessing managerial readiness in the framework of the technology of personal and professional diagnostics of senior managers. The relevance of the study is determined by the importance of in-depth interviews as a method, allowing to process specialized communication identify, define and specify individual personal and professional human resources by means of mining resulting communicative interaction information, and the need for further improving the technology of personal and professional diagnostics of personnel management. The results of in-depth interviews obtained during personal and professional diagnostics of candidates for the presidential reserve, as well as participants in management competitions and candidates for regional reserves of managerial personnel in 2014-2016 (n=458) and in 2017-2019 (n=985) were used as the material for the analysis. The features of using in-depth interviews and models for processing interview results in 2014-2016 and 2017-2019 are described. It is established that in-depth analysis of information obtained as a result of interviews in 2014-2016. It allowed to evaluate managers by three indicators, which were included in the structure of management potential metacompetences “strategic leadership”, “scale of thinking”, “perseverance and purposefulness”, and in 2017-2019 - by nine indicators that described the overall structure of management potential and allowed to more accurately assess the level of management readiness of diagnostic participants. It is shown that the in-depth interviews as part of personal-professional diagnosis allows you to make personal and professional portrait of the participant to record the level of severity of each of the components of the management potential of managers, to give an Outlook on the possibilities of establishing management readiness.

The paper examines the specifics of communication between the head of state and his citizens in a dychronous-synchronous review, in particular during the election campaigns. The notion of a communicative image of a state leader is interpreted as a feature of building a dialogue (direct and / or indirect) between a politician and an audience. Attention is paid to the combinations of code systems, namely, information-technological and linguistic in the framework of the perception of a politician’s speech by the people. As an example, the study presents the speech of the President of the Russian Federation Vladimir Vladimirovich Putin, the peculiarities of his communication with the citizens, associated with the latest information systems dictated by the present. The article represents a historical insight into the periods of industrial revolutions that affect the communicative image of a politician. Studying the past, examining the present and making forecasts for the future, the authors come to the conclusion that the communicative image of a politician changes at each historical stage, and make and assumption that the strength and weakness of the head of state correlates with the weak or strong national-state sovereignty.

The paper is dedicated to the study of the essence of the state personnel policy, the communication mechanism of its implementation, the significance of which for the effectiveness of managing personnel processes in the information society is significantly increasing. It is emphasized that changes in social reality associated with new information, communication and digital challenges generate a request for the modernization of relations and interactions in the personnel sector. The author presents in the paper a theoretical substantiation of the importance of personnel policy as a basic strategy, which focuses on vision, conceptual ideas, goal-setting, tools for effective interaction with all subjects of strategizing, management technologies for influencing the capabilities and abilities of subjects of professional labor. The dynamism of the competitive advantages of human resources is emphasized as the basis of key success factors, which must be used in the trajectory of professional development of personnel and in the assessment of initiative in personal and professional development. In such conditions, the role of public relations as an institution for coordinating the information interests of various social groups in conditions of uncertainty increases. The increasing role of public relations as an institution for coordinating the information interests of various social groups in a turbulent environment and uncertainty is substantiated. The research is based on analysis, integrative and statistical methods, and content analysis of sources. The conclusions boil down to the fact that the development of the communication basis of state personnel policy is predetermined by its essence, social nature and characteristics of the subject-object composition (multi-subject and multi-subject) in a democratic legal state.

In the theoretical part of the article, the civic engagement of youth is viewed through the prism of the cognitive-communicative projection of citizenship and as direct activity in the communicative space of civil-political reality. The types of citizen involved are described. The practical part of the article provides a quantitative description and assessment of the involvement of young people in civil and political communications. For this, the metaphor “funnel of civic engagement” is used. The empirical basis for the analysis is two questionnaires. One by the author at the end of 2019. The object of the study was young people aged 16 to 30 living in Tyumen. The study represents the general population by gender and age. The second source of empirical information is a monitoring study of 14-year-olds, completed in 2009 and 2016 by the International Association for the Evaluation of Educational Achievements. The secondary analysis compares the relevant indicators for 17 countries (including Russia) for which there are available databases of both dimensions.

The article identifies the main issues that need to be considered when assessing the efficiency of social advertising. First, the authors briefly outline the specifics of social advertising, which determines the main emphases in assessing its efficiency as compared to commercial advertising (priority is given to communicative efficiency rather than to the economic criteria of sales growth and increase in profits). Second, the article describes approaches to assessing the efficiency of advertising, which take into account different interweaving factors, and differ in identifying the results of advertising and in choosing methods to measure them. Third, the authors consider the criteria and methods for assessing social advertising, which usually combine, on the one hand, everyday ideas and expert estimates, and, on the other hand, quantitative and qualitative approaches. Finally, the article presents the results of testing the group discussion as a method for revealing the hidden meanings of social advertising, which can seriously affect its idea and impact, thus, depriving it of communicative efficiency. The exploratory study was conducted with a semi-formalized group discussion based on a combination of survey methods and different types of visual materials, which allowed to reveal the gender-biased hidden meanings of social advertising against abortion.

In this paper the authors aim to consider and analyze the existing tools of youth communication, the implementation of youth policy at the international level, as well as the level of involvement of individual states in the formation of the international youth agenda, the strengthening and development of dialogue between young people from different countries and to determine the degree of effectiveness of such communication. The key historical milestones in the formation and development of the youth agenda in the United Nations are outlined. The article presents and analyzes the main modern UN initiatives to improve the situation of youth and activate youth communication. Besides, the authors consider at the UNESCO Youth Development Index, which includes such indicators as education, health and well-being, employment and opportunities, political and civic participation of young people.

The author describes financial, economic and communication characteristics required for successful management facing unfair competition. The relevance of this article is conditioned by the fact that the processes of modern economic reality clearly prove the dependence of the economic and social stability on the financial, economic and communication characteristics of organizations of all levels. Along with financial indicators, the company’s attractiveness to highly qualified employees is influenced by indicators related to social aspects, such as the company’s interest in improving the skills of its employees, the organization of thematic trainings for team building, and a comfortable emotional, psychological and communication atmosphere. In the context of increasing unfair competition at global level, one of the most important signs of the stability of organizations is not only the ability to organize production, generate cash flows, possess modern methods of analysis and effective management, but also the ability to resist unfair competitors. The presence of these characteristics in modern conditions does not guarantee the sustainability of the development of organizations and society as a whole. However, the author considers it necessary in the conditions of unfair competition to form a new approach to the sustainable development of organizations (especially macro-organizations). Despite numerous facts of unfair competition in Russia and other countries (counry-level), the author considers, tthe economic development of organizations and the country as a whole is significantly more affected by unfair competition in the global macroeconomic space, supported by economic sanctions. In these conditions international communication management, which in practice covers almost all aspects of the life of organizations and countries, should be built as a system for countering unfair international and domestic competition, and selecting optimal communication models within the country and at the international level.

The paper follows the author’s previous publication on users’ engagement in the process of interactive campaigns and is aimed at developing an interdisciplinary analysis of interactive communication. The work was inspired by the search for the factors that affect the potential of communication to further development in digital environment (self-reproduction) and possible changes in user perception of content in subsequent iterations. The implementation communication campaigns online, i.e. in an interactive form, predetermines a number of issues in managing digital campaigns, and, at the same time, a significant potential, the adequate use of which is limited by certain gaps in understanding of the processes. In this paper, the author (1) attempts to systematize the sources of uncertainty and following issues for studying and managing the process of interactive online communication and (2) provides the rationale for the use of an iterative approach in the management of interactive online communication.

The paper considers social partnership within the framework of the dialectical law of the unity of the struggle of opposites, according to which labor and capital are interconnected and represent a single entity in the capitalist economic system. It is argued that the interaction of social subjects to achieve their own overlapping interests is inherent not only in partnership relations, but also in corporate relations. Social partnership is most directly related to the corporate form of labor organization, where the need for harmonization of interests is most clearly manifested. An important condition for the effective development of a corporation is corporate relations that arise between shareholders and managers hat influence their activities. The subjects of corporate relations interact with regard to the implementation of economic interests and are united by joint corporate participation. Attention is paid to the new paradigm of social partnership development, which allows considering it not just as a way or technology to solve problems of social and labor relations in organizations, but as a social institution that ensures the development of the entire system of social and labor relations through cooperation and the search for mutually acceptable solutions. Based on the research, the author concludes that it is partnership that creates a balance of opposing interests through negotiations and reaching a compromise. The partnership, therefore, contributes to the formation of corporate relations that lead ultimately to the economic growth of the corporation.