Commemorations have always acted as ideological tools, but at the present stage historical memory has begun to be actively used as a space for information warfare. But, whereas the information warfare is most often understood as the active phase of confrontation, then shaping historical memory is a constant process that occurs both in “hot” and “cold” phases of confrontation. In the context of mediatization of social space, the perception of historical events based on available facts, is increasingly supplemented and replaced by their semantic interpretation. This brings to life the emergence of concepts such as “post-truth” and “post-reality”. In a situation of progressive growth of sources and volumes of information, “real” reality fades into the background and gives way to the flow of interpretations made by stakeholders in order to influence the consciousness and behavior of consumers One of the key technologies for changing historical memory is the Overton Window. The article is devoted to the analysis of the principles of work of this tool to purposefully change historical memory on the example of World War II.

Amidst digital transformation, China’s media system demonstrates a high degree of institutionalized control and ideological consolidation. This study addresses the problem of identifying the mechanisms through which Chinese mass media participate in shaping political values and promoting social responsibility. The authors apply structural-functional, discourse analysis and content analysis to examine institutional foundations of Communist Party of China media policy and the narrative content of media materials. The empirical base includes regulatory documents, official media reports, and articles published in the People’s Daily. The results show a dual role of Chinese media: they serve to legitimize the authority of the Communist Party of China while reinforcing ideological and social integration. Through regulatory frameworks, strategic use of digital platforms, and targeted information campaigns, the Chinese media actively promote the concept of a “community of shared future for mankind.” Thus, mass media in China emerge as key instruments within the state governance system and ideological apparatus, fulfilling domestic goals of cohesion and external objectives of constructing a favorable global image of China.

The article examines the influence of mediatization on the formation and transformation of socio-cultural realities in modern society, where the media plays the role of a key intermediary in shaping political landscape and transmitting values. The study is based on a socio-cultural approach that emphasizes the role of sencemaking as a key mechanism for perceiving and constructing social reality. The author relies on a theoretical analysis of scientific literature, a conceptual interpretation of the concepts of mediatization and political communication, and compares different points of view on the interaction of media and politics. It is shown that the media transform the content of political and socio-cultural discourse. The results of the study indicate that mediatization contributes to changes in behavior patterns, an increase in the political activity of citizens, and a complication of social governance mechanisms. The influence of mediatization on the political sphere is particularly emphasized: politics becomes dependent on media formats, which leads to the dominance of visual and emotional components over substantive discussion.

The paper is devoted to the study of the tools of strategic communication of the state using the example of the BRICS summit in Kazan held in 2024. Based on modern theoretical approaches, the communicative elements of the event are analyzed, taking into account the political, economic, social and cultural context. The basic characteristics of the summit have been identified, confirming its belonging to acts of strategic communication. The author conducts an empirical test of the main hypothesis that the holding of the summit as an act of strategic communication of Russia allowed to achieve complex communicative effects. The chronological scope of the study includes the period of the event – October 22- 24, 2024. The empirical database consists of text and visual materials (website, transcripts of speeches, press releases, text of the Kazan Declaration, photo bank). Using methods: comparative analysis, discourse analysis and content analysis. According to the author, the purposeful, systematic, consistent, multi-channel and coordinated presentation of Russia’s position at the events of the BRICS summit in Kazan confirms its belonging to the acts of strategic communication.

The paper is dedicated to the transformation of digital media relations (MR) in the context of the increasing political agency of technology companies (TECH companies). The author proceeds from the premise that at the turn of the 2010s such corporations such as Google, Amazon, as well as their Russian counterparts (Yandex, VK, Sberbank) became key media-political actors with normative, ideological and infrastructural functions in the digital space. The manuscript examines the institutional role of digital platforms as infrastructural and ideological intermediaries that determine the framework of public discussion. It has been established that the information activities and media relations of these companies are acquiring features of political communication. Empirical data confirm the shift from traditional models of interaction with the consumer of products to political communication with the general public. The conclusion is made about the formation of TECH companies as new political actors and reveals the institutional evolution of their PR & media activities in the direction of public diplomacy, digital sovereignty and ideological positioning.

The article represents the study of the influence of mediatization on the transformation of modern public administration, based on the understanding of the mutual adaptation of media and institutions, as well as the integration of mediatization processes into modern management practices. The specification of this position occurs taking into account the contribution of new media to the formation of the information agenda, signaling a shift in the fundamental concept of the relationship between the state, media and citizens. The analysis is based on the material of the Arctic zone of Russia, selected for its specific background and complexity of tasks for the coming decades including the creation of a unified management system for the sustainable development of the macro-region as a territory of special strategic importance for the country’s development. The conceptual positions of the work are formed based on the analysis of theoretical and empirical studies and official documents that determine the trends in the development of the Arctic zone; materials of Arctic forums and media forums; secondary analysis of sociological research; analysis of search engines; Internet sites and social networks; the opinion of experts permanently residing in one of the Arctic regions – Yamal-Nenets Autonomous Okrug. Conclusions are made that the formation of the media image of the Arctic does not yet fully meet the needs of the development of the macro-region. It is necessary to form a common media strategy that is mutually beneficial for the participants in the communication process, which requires further analysis of this issue against the background of a small number of empirical studies of the special contribution of social networks to the formation of the communication practices of government bodies, additional reflection and discussion regarding regional development.

The article is devoted to the study of features and perspectives of the implementation of omnichannel approach to the management of wine brand communications. The main objective of this work is to consider the concept of omnichannel communications in relation to the wine industry enterprises, as well as to analyse the possibilities of using the omnichannel approach in the modern Russian wine industry. Monitoring of scientific literature has shown a complete absence of both Russian-language and international studies focused on the study of omni-channel approach to wine brand communications, which only adds to the relevance of this study. To fill this gap, based on a detailed analysis of the scientific literature on omni-channel marketing, a theoretical framework for the use of omni-channel communications in relation to the wine industry enterprises was compiled. Based on the already available classification of communication channels in the omnichannel approach, the study presents its author’s interpretation describing the most frequently used communication channels of wine brands. The study then analyses practical cases of omnichannel communications used by Russian wineries to identify the most effective traditional and innovative communication channels that fulfil the principles of omnichannelisation. The author concludes that omnichannel communications in the Russian wine industry are in their infancy and have great prospects for further development, but they are significantly limited by both Russian legislation regulating wine brand communications and the capabilities of wineries themselves. In conclusion, the author has developed a set of practical recommendations for the implementation of omnichannel marketing elements in the communication strategy of Russian wine brands, as well as outlined the advantages and disadvantages of this approach to the management of communications of wineries.

The article considers the problem of professional socialization of student youth in the context of digital transformation. Based on the review of theoretical materials, primarily sociological theories, the author conceptualises the concepts of “communicative competence”, “communicative digital competence”, and “professional socialization”. Digital technologies create new opportunities and challenges for the professional socialization of young people. It is emphasized that in modern realities, communicative digital competence becomes the keystone in the competitiveness of a young specialist. The work reveals the role of communicative digital competence in the professional development, which is primarily laid in educational institutions. Transformational processes in education determine new tasks of universities, which are aimed at improving the professional level of students. Relevance is determined in connection with the integration of practice-oriented teaching methods into the modern educational process, which are inevitably associated with the formation of communicative digital competence.

The article represents the results of the empirical analysis analyzes students’ soft skills, which have recently become a key element of the competitiveness of university graduates. It also provides data from all-Russian surveys of SberPodbor, Rabota.ru and the National Research University Higher School of Economics, demonstrating a clear demand from the labor market for such skills like creativity, adaptability and communicative literacy. The emphasis on the latter, already enshrined in the Federal State Educational Standard of Higher Education 3++, is not adequately reflected in the actual training of university graduates, which is confirmed by the feedback from employers who note a deficit of skills in public speaking, argumentation and teamwork, and university teachers. In particular, it points to the weaknesses in kinetic image, confidence and structured speech. Further, this reflects a systemic gap between declared educational standards and the practice of forming the communicative potential of higher education students. The authors propose to consider methods for diagnosing communicative potential (Ryakhovsky test, the method of diagnosing communicative and social competence KOSKOM, the method of assessing the communicative and organizational potential KOS). In addition to the above assessment methods, the authors propose to take into account the structure of a public speech, which includes five fundamental elements for effective speech construction: audio-visual, purpose, structure, maintaining contact with the audience, as well as the psycho-emotional state of the speaker. Particular emphasis is laid on the study of emotional intelligence, which serves as a cognitive-emotional foundation for soft skills, enhancing their practical application in communication, and is also considered as social capital that contributes to the successful integration of an individual into groups, organizations and society as a whole.

Today, top universities in Russia and the world are actively implementing gamification to increase student engagement and motivation, however, incorrect gamification techniques often make the learning process ineffective. The reasons for this are the insufficient qualifications of teachers and the lack of involvement of students who play for fun, rather than in order to gain new knowledge. The article represents the results of survey among students regarding the practice of using gamification as a tool for managing professional development. Besides, the authors describe the experience of introducing gamification elements into the educational process at the Russian Presidential Academy of National Economy and Public Administration. Ways of using game elements in the educational process are proposed in order to identify opportunities to increase student engagement and motivation, and the idea of creating a new unit that will develop and improve game mechanics in the educational process is substantiated.

The article presents the results of a study of traditional spiritual and moral values of students, in order to identify their formation during the period of study at the university. During the study conducted by the authors in 2025 among university students, it was revealed that the motivational impact of the value orientations of young people is determined by the depth of a particular layer of values in the spiritual world of students. The results of the data obtained on the traditional values of student youth can serve as a basis for predicting future social changes and trends in society, for improving the programs of upbringing and education of student youth in universities, since it is in the educational environment that students spend a significant amount of time.

The article is devoted to the impact of the heroic image on the audience of sport mass media. Particular attention is paid to the media discourse of Formula 1 racing championship from 2019 to 2024, where heroic patterns in narrative texts dedicated to athletes translate values and emotional attitudes to fan society. These patterns are characterized in accordance with the classification of mythological images by I. Dzyaloshinsky, as well as the concepts of hero by A. Ivanov, I. Suravneva, S. Smirnov and U. Eco. The mechanisms of formation of specific semantic meanings of heroism are revealed, depending on the author’s goals and socio-cultural context. An attempt is being made to explain the social behavior of the sports media audience (communication on Internet resources) using the mythologies of “hero”, “idol” and “devil”, as well as support for “own” athletes and aggressiveness towards “alien” and those participants in the championship who did not succeed.