This article presents a comprehensive historical and scientific analysis of the coevolution of information revolutions and industrial paradigms. A detailed retrospective review is conducted, covering stages from the emergence of spoken language and writing to the modern era of artificial intelligence and the prospect of transitioning from the initial stage of Industry 0.0 to the prospective framework of Industry 5.0. Special emphasis is placed on key turning points in the historical process: the analogue revolution during the Second Industrial Revolution and the digital transformation of the Third Industrial Revolution. The author analyzes the concept of the sixth information revolution, based on the application of artificial intelligence technologies, big data, and the Internet of Things, which shape Industry 4.0. The onset of the next, seventh information revolution is predicted within the Industry 5.0 scenario, resulting in the emergence of the «smart human» phenomenon, integrating advanced technological achievements and humanistic values. The final conclusion underscores the dialectical unity of technological progress and socio-cultural transformations, determining the importance of developing new ethical and legal regulators in the context of the genesis of the future smart culture.

The article examines the BRICS communication activities in the process of digitalization of education with the aim of defining a model for a BRICS communication strategy for designing a unified system of digital educational space. The relevance of this topic is determined by the need to train highly qualified workforce for the rapidly developing digital economy. A combination of scientific methods applied in the study (systemic, comparative, content analysis, case study, and document analysis) made it possible to analyze the implementation of communication strategies at all levels of education (secondary, secondary vocational, and higher), identify participants at the state, public-private partnership levels, as well as cooperation mechanisms that include the exchange of digital educational resources, the creation of collaborative intellectual educational systems that facilitate the digital transformation of education in the BRICS countries, and the development of sustainable education. The BRICS communication policy demonstrates a comprehensive and inclusive nature, involving all target audiences of digital education: the expert community, university professors and students, teachers and students of secondary and secondary vocational institutions, and the general public. The outcome of the study manifests that the formation of a unified digital educational space is one of the BRICS countries’ strategic goals, and to achieve it the four-component communication strategy model reflecting the values, interests and goals of the alliance is used.

The correlation between the concepts of «inter–communicativistics» and «communicology», considered by Professor F.I. Sharkov, the founder of the interdisciplinary scientific field «communicology», in Russia, is given. This article presents an analysis of the philosophical and epistemological foundations of contemporary research in communication studies, based on a systematic review of 35 scholarly works published between 2010 and 2025. The study aims to identify and classify implicit and explicit concepts of truth underlying the methodological frameworks used to investigate communicative processes. The methodology is grounded in qualitative content analysis and the identification of «symptoms» of philosophical positions within the authors’ categorical apparatus, metaphors, and evaluative judgments. As a result, three dominant paradigms are distinguished: the correspondence theory of truth (truth as correspondence to reality), the coherence theory of truth (truth as internal consistency of a system), and the pragmatic theory of truth (truth as effectiveness and practical utility). The study establishes an absolute dominance (51% of the works) of the pragmatic concept, particularly in its instrumentalist (Deweyan) interpretation, marking an epistemological shift from classical to post-non-classical, functionally-oriented approaches. The correspondence (23%) and coherence (14%) paradigms retain important, yet more specialized roles – critical-normative and discourse-analytical, respectively. The vast majority of authors (89%) employ concepts of truth implicitly; however, a tendency toward methodological synthesis and growing reflexivity is observed, indicating the formation of a post-non-classical research orientation in communication studies.

This article examines a range of pressing issues in the sociological support of media research necessary for designing effective communication strategies in the context of contemporary armed conflicts, including hybrid and cognitive warfare. It identifies an epistemological crisis in conventional data collection methods used in combat zones, stemming from institutional barriers, the social desirability effect (the «spiral of silence»), and the deep traumatization of audiences. As a methodological response, the article proposes a multi-level architecture of applied research combined with a strategy of methodological triangulation. Drawing on a theoretical synthesis of practical experience in both international and domestic military media analytics, as well as socio-psychological theory, the author substantiates the principles for constructing target audience personas (TAP) based on a four-axis segmentation model. Particular attention is paid to overcoming the cognitive filters of neutral audiences, countering wedge-driving operations, and legitimizing information through the «third-party» effect. The article also argues for the application of computational sociology methods, including natural language processing (NLP) algorithms and network graph analysis, to identify latent audience sentiments and detect hidden nodes of trust. It concludes that the shift from intuitive media planning to a data-driven approach, together with the development of an integrative framework for the sociological support of media research, is critically important for achieving information superiority in cognitive warfare.

The article examines the theoretical foundations and practical aspects of data journalism as an independent field of contemporary media communication. The author analyses the conceptual framework of the discipline and traces the evolution of data journalism from the computer-assisted reporting of the 1960s to the data-driven approach of the Big Data era. Drawing on the experience of Russian and foreign newsrooms, the article identifies the key stages of producing a data story: hypothesis formulation, data collection, verification, analytical processing and visualization. Special attention is paid to the communicative functions of data journalism, including increasing audience trust in media content, ensuring the transparency of the public sphere and shaping new formats of reader engagement with information. The study reveals a tension between the proclaimed objectivity of data and the editorial choices inevitably present at every stage of their processing. It is concluded that data journalism does not replace traditional genres but forms a convergent symbiosis with them. Prospects for the development of this field in Russia are linked to the expansion of open data infrastructure and the professionalization of editorial data teams.

The article examines the pressing issues of the transformation of reputation management in the context of the digitalization of the media environment. It identifies key structural changes in the reputation management system driven by the rapid development of digital technologies, social media, and artificial intelligence. The methodological framework is based on systems analysis, the comparative method, and a review of scholarly literature. It is shown that the key factors of transformation include the acceleration of information flows, the growing influence of user-generated content, and the integration of artificial intelligence technologies in the monitoring and analysis of reputational risks.

This article assesses the effectiveness of digital platforms as social media tools in electoral campaigns and the impact of digital platform algorithms on audience political behavior. Using secondary analysis of statistical data from research companies DataReportal, We Are Social, and Mediascope for 2014-2024, a comparative study was conducted of six social networks (Facebook, YouTube, Instagram, Twitter/X, TikTok, and VK) in six countries (the United States, Germany, Brazil, India, France, and Russia). It was found that Twitter/X (up to 0.58) and Facebook (up to 0.51) demonstrate the highest correlation between political discussions and voter turnout, while YouTube and Instagram, despite their high reach, show low conversion rates due to the predominance of entertainment content. A national specificity was identified: in Russia, the key platforms are VK (correlation 0.37) and YouTube (0.35) due to the current geopolitical situation.

The relevance of this study stems from the transformation of classical narrative models in contemporary digital audiovisual culture, where the principles of unambiguity and objective truth increasingly give way to a plurality of interpretations. The subject of this study is the implementation of the «Rashomon effect» in the anime series «The Original Sin of Takopi» (2025), examined as a holistic ethical and epistemological model. The aim of the study was to identify the mechanisms for constructing narrative polyphony and its role in shaping the viewer’s state of ethical ambivalence. The methodological framework was formed by narratological analysis of focalization as described by Jean Genette, the theory of unreliable narration, and elements of media discourse analysis. The analysis revealed that the series operates with three key tools: rigid internal focalization, which creates a cognitive asymmetry between versions of events; temporal nonlinearity, which transforms memory into a performative act; and the rejection of a final restoration of objective truth in favor of a specific ethical polyphony. As a result, the classic «Rashomon» situation of searching for the guilty party is transformed into an existential dimension, where guilt is distributed among all characters as a condition of their communication, and the figures of hero and antagonist are deconstructed.

This article analyzes the communicative mechanisms used by media to model the image of Islam in Russian public consciousness. Drawing on a systems approach to communication developed by F.I. Sharkov, the media landscape is viewed as a hierarchically organized system within which stable perceptions of religious communities are constructed. It is shown that the dominance of the problem-conflict agenda and the reduction of Islamic topics to security topics contribute to the formation of negative stereotypes and the strengthening of communication barriers between Muslim and non-Muslim segments of society. A content analysis of federal and regional media, specialized Muslim publications, and online resources reveals key stereotypical frameworks for representing Islam and the levels of communication barriers – cognitive, axiological and institutional. Communication strategies for overcoming stereotypes are proposed, including expanding dialogue-based forms of interaction, strengthening the agency of Muslim organizations in the media, and developing educational media initiatives. It is concluded that ethically oriented management of media communications in a multi-confessional society is a necessary condition for the formation of an integrative image of Islam in the public consciousness and the prevention of socio-political radicalization.

The starting point of this article is Marshall McLuhan’s philosophical concept of innovative understanding of media. Based on its fundamental principles, the author develops the assumption that, under certain conditions, many things in the real world can become media. The author shows that the leading condition by which things become media is the purposeful activity of people, in the process of which things are endowed with certain meanings. As a result of the research, the mechanism of mediatization of weapons at the state and military levels is described, and the forms of social practice associated with the implementation of the media function of weapons are highlighted. Using the example of specific facts, the possibilities of using weapons in the role of media are demonstrated. Ultimately, this makes it possible to increase the effectiveness of the use by state and military authorities of the mediatization factor of weapons in the interests of achieving political and military goals, and gives the prospects for further study of the mediatization of real-world objects.

The subjectivity of modern mass media in the formation and regulation of political activity and political participation of society is considered. The relevance of the problem of media subjectivity in modern politics is substantiated in connection with the rapid development of artificial intelligence and electronic media, displacing the influence of traditional media on the mass consciousness of citizens, their political activity and political participation. The expansion of the role of the scientific media segment in the manifestation of the subjectivity of science and scientists in determining the priorities of public policy in responding to modern challenges, dangers and threats to the vital interests of individual citizens and society is substantiated. The role of mass media as a factor of increasing the influence of scientists, journalists, and elite groups on politics is shown. The article examines the dynamics of the functions of the Russian mass media in various historical periods – Soviet and post-Soviet. These functions are considered in the context of the dynamics of political activity and political participation of citizens and groups. An attempt is made to reveal the mechanisms of the mediated influence of the media on political governance and public policy in various fields (using the example of the state policy of ensuring environmental, information and public safety). The author’s analysis of sociological research by Yu. A. Zubok, O.V. Sorokina, T. N. Samsonov (2010-2018) allows him to conclude that there is a lack of a unified understanding in the mass consciousness of the essence of political subjectivity, the dynamic nature of citizens’ political activity, and their political participation in socio-political transformations. The dynamism of political subjectivity on a national scale consists in constitutionalization through political modernization of the political system and discourses. Today, the main distinguishing markers of the political subjectivity of society are the political activity of citizens, their political responsibility and political culture, expressed in political competence. Mass media are a means of developing distinctive markers of the political subjectivity of individual citizens and their groups.

The article analyzes ecopolitical technologies and defines the basic models of environmental communication in the modern political process. It has been established that environmental communication is a full-fledged political mechanism for articulating collective interests and legitimizing government decisions in the field of environmental management. Analysis of the evolution of ideas about environmental communications, starting from the concept of Luhmann, the theory of risk society by Beck, and ending with the modern threecomponent theoretical model by E.V. Panova showed the existence of several models in modern ecopolitical practice: reactive (crisis), dialogical (participatory), strategic and emerging digital. Each of them is illustrated with specific examples. The study concludes that the strategic model is dominant in modern Russia. Other models are also present in the modern Russian ecopolitical process, but the dialogic model often remains a formality, while the reactive model manifests itself in the event of environmental crises or emergencies. The danger of turning environmental communication into a simulacrum through greenwashing is shown separately. As a result, it is concluded that it is necessary to actively implement a digital model of environmental communications in the context of the transition to an information society and the development of verifiable indicators and institutional barriers against eco-manipulation.

The article considers those management risks faced daily by most heads of Russian general educational organizations which require timely and effective tools for diagnosis, prevention, and elimination. The author emphasizes the increasing complexity of the school principal’s work in contemporary society characterized by rapid and often unpredictable changes in external for the school conditions (regulatory and legislative changes, digitalization boom and widespread use of information-communication technologies, transformation of worldview attitudes and behavioral patterns of younger generations) to explain the need for a comprehensive and systemic approach to identifying risks and preventing their negative consequences, and one element of this approach is sociological monitoring. The article presents the results of the exploratory empirical study conducted among school principals and deputy principals in several districts of the Republic of Bashkortostan. The findings allow the author to draw conclusions about the level of concern of heads of general educational organizations about various types of management risks (based on the author’s typology) in the activities of their schools and to formulate some recommendations for improving risk management at the school level. Today, school principals face a differentiated set of systemic management risks that are closely intertwined and therefore require a comprehensive, multilevel (school – higher-level educational authorities) approach to their diagnosis, prevention and elimination, including in the interests of school administrations’ transition from the currently dominant reactive approach to risk management based solely on formalized tools to a proactive approach incorporating informal decisions and self-governance practices.

The contemporary educational-communicative space is characterized by a clash between anthropocentric and posthumanist value paradigms, which gives rise to an axiological crisis. The aim of this article is to substantiate the role of academic values in achieving valuesemantic consensus that ensures the stability of a heterogeneous communication system in the face of technological challenges and digital hybridization. Methodologically, the study draws on V.S. Stepin’s theory of complex systems, J. Habermas’s theory of communicative action, and the ideas of dialogue of cultures as developed by M.M. Bakhtin and V.S. Bibler. The paper demonstrates that the dialogical model can become a condition for developing value-semantic consensus among bearers of different worldview perspectives, without sliding either into the relativism of posthumanism or into the accelerationist dogmatism of transhumanism. The results of the study can be used to construct communicative strategies aimed at establishing foundations for value-semantic consensus within the academic community.

Professional orientation is becoming particularly important in the context of a shortage of personnel and competition for specialists, which is especially acute in the healthcare sector. However, the mechanisms used often lag behind the requirements of the branch, which requires the development of a scientifically based model. The purpose of the work is to substantiate the application of a stakeholder model for managing continuous career guidance in a medical cluster in the context of an optant’s career development for himself. Achieving the goal is ensured by a synthesis of constructivist and stakeholder approaches: the first defines the understanding of self-determination as a continuous reflexive careerbuilding process, the second allows you to identify key actors (optants, families, employers, educational institutions, authorities, medical communities) and build their interaction. Majority of experts confirm the validity of the selecting of these stakeholders and support the securing of the role of coordinator of their interaction for the profile medical university.

The article analyzes and theoretically systematizes the mechanisms of business social responsibility in the context of digitalization, growing social instability, and changes in consumer behavior, and shows how these mechanisms are related to sustainable development and the competitiveness of organizations. Using a theoretical and methodological analysis of domestic and foreign works on business social responsibility, corporate social responsibility (CSR), sustainable development, anomie, «fluid modernity», branding, etc., a conceptual and substantive analysis of key categories (responsibility, business social responsibility, corporate social responsibility, ESG, etc.) and a systematization and typology of approaches and mechanisms (highlighting the levels of social responsibility, approaches to its economic meaning, principles and mechanisms of implementation) the authors clarify and generalize the concept of «business social responsibility» as broader in relation to CSR, related simultaneously to economic and socio-cultural effects, systematize approaches to the economic meaning of social responsibility (liberal, traditional, social, strategic) with Arguing in favor of social and strategic approaches, they propose and conceptually substantiate a three-level model for the implementation of business social responsibility (legislative, benefit-oriented and «altruistic» levels, including social entrepreneurship), develop and complement a system of principles and criteria for evaluating social responsibility mechanisms (balance, integration, consistency, manageability, communication) through reference to specific mechanisms. and KPIs, connect theoretical and sociological concepts (anomie, «fluid modernity», imitation, social branding) with modern practice of social responsibility of business (SRB) and risks of imitation.

This material is a continuation of a series of studies on the place of communications in the sustainable development of the territory. In the article, the author examines the impact of strategic environmental communications on the process of making and implementing management decisions. The purpose of this study is to analyze the structure and dynamics of information and communication support for the management decision-making process on the further development of the Baikal Natural Territory and, based on the data obtained, to propose a model for correlating communicative tasks with the stages of the management cycle. The theoretical framework is a synthesis of three approaches: the concept of ecosystem management, the theory of adaptive management, and strategic environmental communications as an integral part of managing complex socio-economic systems. In the empirical part, based on a content analysis of federal media publications that covered the discussion around the decision to amend the law «On the Protection of Lake Baikal» (2023-2026), the integrative model of strategically ecological communications in the ecosystem management structure proposed by the author is considered in practice. The result showed that the proposed model can be used as an analytical tool to assess the quality of communication support for environmental decisions already made, and as a matrix for designing information support for large projects that affect the state of ecosystems at the stage of their preparation and implementation.

This article investigates the impact of the intensity of fear-inducing emotions in advertising content on the cognitive and behavioral responses of Russian consumers. The theoretical framework of the study is grounded in the principles of neuromarketing and neuro-advertising, which view emotions as a pivotal factor in consumer decision-making. The objective of the research is to identify the optimal level of fear that maximizes advertising recall without diminishing purchase intent. The empirical component of the study was conducted using a multi-method approach, specifically the Implicit Association Test (IAT) and an associative experiment focused on emotional responses. The study involved 43 respondents, who were pre-segmented based on their level of emotional susceptibility. The results confirmed the study’s hypothesis: while the use of fear enhances attention and recall, its impact on purchase intent is mediated by the audience’s individual susceptibility. For consumers with average susceptibility, fear serves as an effective tool; however, for highly susceptible individuals, it triggers aversion and a decline in purchasing activity. The study concludes that it is essential to personalize advertising content by taking into account the psychophysiological characteristics of the target audience.