In this article, a new concept is introduced into the problematic field of sociology – «media inclusion»/«mediainclusion», which means the unifying information space in the form of open data contained in the information systems of the Russian Federation, providing free and equal access to it to all users of media. Media inclusion is not limited to simple involvement in information processes, but presupposes the presence of intermediate, programmed links that allow information to be processed and influenced by self-organizing entities operating through embedded programs. The levels of media inclusion in the modern socio-cultural space are identified, theoretically and empirically substantiated.

The author examines the causes and principles of the formation of a new Russian journalism and analyzes the problems of Ukrainian journalism related to the need for the authorities of Ukraine and Western countries to support the «fake information bubble» and form a negative image of Russia to publicly justify continued support for information, military and economic confrontation.

The basic principles of combating the campaign of lies unleashed by the West against Russia have been formulated – not for the first time, and, I suppose, not for the last time. Firstly, it is strict adherence to the basic principles of journalism – ethical and professional. Secondly, do not give the lie the slightest opportunity to leak into the material: avoid omissions, unverified facts, fabrications, half-truths. Thirdly, to focus as much as possible on the balance between news reports from the field and materials that analyze not reports from the battlefield, but the processes of rebuilding new regions, strengthening ties with Russia, and positive changes. Fourthly, it is an understanding of the danger and responsibility of a journalist’s civic position. Fifth, it is the preservation of the desire to find the truth and the willingness to engage in investigative journalism.

The article reveals the main provisions of the formation and development of intercultural and ethno-confessional communications in the media space. The article considers intercultural interaction in the context of institutional changes. The role of religious non-profit organizations in the information space of Russia and media communications in preventing ethno-religious conflicts is determined. Special attention is paid to the substantiation of various identities in the cultural space: cultural, ethnic, national, religious, civil.

The article analyzes the coverage of the Zemstvo reform of 1864 in the Russian and British newspaper press (1864-1889). The study reveals fundamental differences in the perception of the reform: while the Russian press (conservative and liberal) saw the Zemstvo as a tool for strengthening statehood through civil society, the British press (The Times, The Daily Telegraph, The Guardian) demanded a constitutional a foundation as a prerequisite for success. Censorship restrictions have structured Russian discourse, forcing it to encode political meanings into economic language. A comparative analysis shows that British newspapers more accurately diagnosed the incompatibility of zemstvos with absolutism and predicted the inevitability of revolution. The study demonstrates the role of the press in constructing historical consciousness and the relevance of studying media discourses for understanding political processes.

The article is devoted to the study of the potential of using artificial intelligence technologies to increase the effectiveness of communication between the state and society in the framework of domestic political management. The main problem of the study highlights the need to overcome the management crisis caused by the growing volume of information and analytical tasks with limited resources, as well as the contradictory nature of the impact of AI, which creates both new opportunities and systemic risks. The paper analyzes the full management cycle determined by the introduction of intelligent systems. The importance of purposeful and balanced application of AI for the transition from a reactive to a proactive management model is emphasized. Using conceptual modeling methods, the authors present a four–stage model (analytics – forecasting – planning – impact) that allows: (1) to carry out comprehensive diagnostics and semantic interpretation of socio-political reality to justify management decisions, (2) to implement targeted communication impact on citizens and social groups, while accumulating feedback to adjust government policy.

The article presents and substantiates the author’s definition of the category of strategic communications of a place, which refers to communication aimed at solving long- term strategic goals and objectives of a territorial entity, directly related to the development strategy of the territorial entity, initiated, regularly, by the administration of the territorial entity, broadcasting strategically significant messages for the place, values, meanings aimed at the formation and maintaining certain behavioral patterns among audiences and stakeholders, at the same time, involving them in the process of achieving the strategic goals of the place and shaping its image and providing a platform for their coordinated communication interaction. In the process of substantiating the category, the deductive method was applied. Communication and strategic communication were considered as categories of a more general nature. The author relied on the understanding of strategic communications previously substantiated in the scientific literature in relation to political and business entities.

This article presents a comprehensive analysis of the theoretical foundations of personal branding through the lens of classical sociological theories. The author focuses on the mechanisms of personal brand formation and development in the context of social interactions. The research’s methodological framework incorporates the theories of I. Goffman, G. Tarde, G. Simmel, G. Blumer, and other classic sociologists, as well as modern concepts of social.

Author identify the theoretical foundations of personal brand formation and define the mechanisms of its functioning in modern society. The article examines the following key aspects: a dramaturgical approach to personal brand formation, mechanisms of imitation and dissemination of personal brand influence, the brand communications system in modern society, and the practical aspects of building a personal brand.

The scientific novelty of the study lies in its systematization of classical sociological theories, communication, and marketing theories within the context of a modern understanding of personal branding.

This article provides a comparative analysis of Western and Russian reputation models within the context of sociological and institutional-economic approaches. Reputation is viewed as a form of social capital and an informal institution of trust that ensures the predictability of social interactions and reduces potential costs in human interactions. It is revealed that the Western reputation model is based on centuries-old experience combining the institution of law, market competition, and individual responsibility, making it more universal and formalized. The Russian model is more situational and personalized, based on informal connections, group loyalty, and political and cultural conditions. This article also analyzes the transformation of reputation mechanisms in the digital age, in which reputation is becoming an element of algorithmic trust management. A conclusion is drawn regarding the difference between institutionalized trust of the Western type and adaptive, contextual loyalty, more characteristic of the Russian model.

The article discusses the interdepartmental communications’ mechanisms that implement coordinated interaction between educational, medical and social institutions based on unified standards of communicative accessibility and secure data exchange. The digital environment is conceptualized as a sociotechnical and communicative continuum that organizes educational practices through integrated platforms and services. The statutory conditions of disabilities children’s support are dynamically developing, establishing regulations for the provision of services in e-format. Subject-oriented theories of inclusion promote dialogue, co-participation, and joint design of solutions, where the family and the child with diagnosed deviations act as full partners. Analytical frameworks are applied to monitor communication barriers, assess performance, and promptly adjust measures based on empirical data. Government public communication is transforming from one-way information dissemination into open discussion with an educational function, forming a multi-layered provided assistance ecosystem. In conclusion, the author substantiates the need to scale communication practices, standardize channels and institutionalize feedback as fundamental conditions for stable integration and for improving the quality of special children with special health conditions’ support.

The relevance of the article is related to the active development of creative industries, including the hospitality industry in Russia. For the first time, Russian economic development includes such an aspect as the creative economy and draws attention to the creation of various original creative products and projects with the potential for monetization, as well as with great potential for the development of both a new culture of entrepreneurial activity and the preservation and enhancement of the national cultural heritage and traditions of Russian entrepreneurship. This article reveals the issues of the development of the Russian hospitality industry, namely the art of gastronomy and restaurant business. The authors focus on communication strategies, explore corporate communications of leading actors in the restaurant industry, and consider modern techniques for building a dialogue with audiences. The field of research focuses on the subjects of the restaurant sector, which are among the top ten leaders in the opinion of the ratings of the industry community and, therefore, can be considered trendsetters of the industry. The article provides an overview of the English-language works of leading foreign researchers of the hospitality industry, which determines the scientific novelty. The main conclusion of the article is that the restaurant segment of the hospitality industries has made a tremendous turn in development over the past decade, has reached a fundamentally new level of activity both in the field of gastronomy and communication, where the subject of this field (restaurant) is a media center for itself, strategically builds and produces high-quality diverse media content that can build trust and audience interest.

This article examines how key professional groups in Russia’s agro-industrial complex perceive the strategy of technological sovereignty. The authors consider technological sovereignty not only as an economic category, but also as a management practice whose success depends on the formation of a supportive discourse in the professional environment. The methodological basis of the study consisted of qualitative and quantitative methods: in-depth interviews and an expert survey among agronomists and top managers of agricultural enterprises, mainly from southern Russia. Key structural barriers that shape the skeptical discourse around the achievability of technological sovereignty have been identified. It has been established that the absolute priority in this problem area is the acute shortage of qualified personnel, which experts consider to be more significant than financial or foreign policy challenges. The second key problem is the loss of the scientific heritage of the USSR, which manifests itself in the inadequacy and poor equipment of scientific laboratories, as well as in the disconnect between science and the real sector. The conclusion is that without profound socio-economic reforms aimed at revitalizing rural areas and large-scale investments in human capital, the discourse on technological sovereignty will remain skeptical, and its prospects will be assessed as moderate.

The article is dedicated to the relation between two key indicators of communicative influence of brands – recognition and recall. These indicators are widely utilized in mass communication and advertising research; however, their cognitive nature remains a subject of debate. There are arguments supporting both the existence of two separate processes and their belonging to a unified cognitive mechanism (information retrieval) with different levels of intensity.

The article examines neuropsychological and communicative (proposed within the framework of advertising research) models of brand memory, including the «dual-process hypothesis», which suggests that recognition is associated with signal detection procedures, while recall is linked to the search for associative connections; and the «threshold model», which interprets both indicators as degrees of a single function of stimulus familiarity.

For empirical selection between the two types of models, a secondary analysis of unique data was conducted: representative surveys by VTsIOM on awareness of public opinion researchers’ brands from 2005 to 2018 were compared with content analysis of central Russian press regarding the frequency of mentioning the same brands. The correlation between brand recall, recognition, and frequency of mentions in media was examined.

The results demonstrated a strong relationship among all three parameters; however, partial correlation revealed significant differences: recall maintains a significant dependency on both recognition and frequency of appearance in media, whereas recognition virtually loses its connection with frequency after excluding the influence of recall. These data indicate the preference for a multidimensional model: recognition and recall in the context of social communication appear to be two distinct, yet interconnected, cognitive processes.

The findings of the study have practical implications for mass communication research, brand management, and advertising campaign planning: measuring brand awareness (and other similar objects) is advisable under the assumption of its multidimensionality.

The article examines the transformation of university education under conditions of digital mediatization. Combining philosophical and empirical–analytical approaches, the study draws on critical media theory, the philosophy of education, and digital anthropology. A questionnaire survey of the university community identifies types of digital subjectivity and documents shifts in how knowledge and the university as an institution are perceived. The findings indicate that the culture of knowledge consumption is moving toward platformization, fragmentation, and pragmatism. The article concludes with a call for a philosophical revaluation of the university in the era of digital platforms.

The article is about the role of internal corporate events in the strengthening of the HR brand of educational organisationals by the case of the “Best Lecturer” of RUDN University. We compare it with motivation practices in Moscow State University and Bauman Moscow State Technical University. Theoretically, the study draws on S. Barrow and T. Ambler’s approaches to employer branding. The empirical base includes an analysis of competition regulations and publicly available materials, a comparison of participation and communication formats, as well as the dynamics of audience engagement metrics on the universities’ owned channels (according to Brand Analytics) for April-October 2025. The study explores how RUDN University uses the interdisciplinary lecture format as elements of the HR brand, strengthens brand identity, and increases internal audience engagement in corporate communication. The comparative analysis shows that while Moscow State University and Bauman Moscow State Technical University have more institutionalized incentive models. RUDN University is expanding the audience and reducing barriers to participation, which increases employer appeal. The results obtained show that corporate events are a significant – but not exclusive – component of a multi-level HR branding system capable of stabilizing and amplifying a university’s internal communication and reputational capital.

This article presents a comprehensive linguistic and pragmatic analysis of irony and sarcasm as key communication strategies that determine the functioning of Internet memes in a digital environment. The relevance of the work is due to the increasing role of memes in the formation of public discourse, the transformation of socio-political communication and everyday communication practices. The central issue of the research is the identification of the specifics and mechanisms of the realization of irony and sarcasm in the polycode nature of memes, as well as the definition of their pragmatic functions and viral potential. The methodological basis of the research is interdisciplinary, integrating the approaches of linguistics, communication, socio-cultural analysis and memetics. The theoretical foundation was formed by the concepts of both domestic and foreign scientists, which allowed us to consider the phenomenon from various scientific positions. To solve the tasks set, a set of methods was applied, including theoretical and methodological analysis, semiotic and linguopragmatic analysis (with an emphasis on verbal, visual components and their polycode interaction), intertextual, contextual and functional analysis, as well as the comparative method. The empirical basis was made up of a representative corpus of Internet memes selected to identify persistent patterns of irony and sarcasm. As a result of the conducted research, it was found that irony and sarcasm are the backbone elements of a meme, largely determining its potential and successful dissemination. Irony, understood as a strategy based on the interaction of explicitly positive and implicitly negative meanings, acts as a tool for mild criticism, mitigating communicative responsibility and creating a conditional game reality. Sarcasm is interpreted as the most acute form of irony, often implemented through the mechanism of echo-quoting and bringing to the point of absurdity, and serves to totally discredit and aesthetically destroy the object, acting as a strategy of open provocation. An important research result of the work was the identification and classification of four main mechanisms for the implementation of these strategies.