Public Opinion, Statistical Data and Education from Communication Science Perspectives

Author: Le Ngoc Hung, Bui Thi Phuong, Do Van Quan, Nguyen Thi Ngoc Phuong

Communicology. 2018. Vol.6. No.6
Le Ngoc Hung, PhD (Soc.), professor at sociology department, University of Education, Hanoi Vietnam National University;
Bui Thi Phuong, postgraduate student and faculty member at Hanoi Public Healthcare University;
Do Van Quan, PhD (Soc.), faculty member at Institute for Sociology and Development, Ho Chi Minh National Academy of Politics;
Nguyen Thi Ngoc Phuong, MA of measurement and assessment in education, faculty member at National Academy of Public Administration. Address: Vietnam, Hanoi, Cau Giay Dist., Xuan Thuy st. 136. Corresponding e-mail:

Abstract. From communication science perspectives, public opinion is formed and changed in communication process involving leaders and managers as information sender, receiver and regulator. The public opinion of statistical data and tertiary education is examined as Vietnam study cases to indicate that public opinion is a vital component of communication and a powerful instrument of problem solving for sustainable development.
Public opinion is not simply a sets of opinions of individuals, but it is a special social phenomenon reflecting the knowledge, attitude and tendency of action of social groups about rising issues in their life. According to this definition, the silence, not expressing any comment by a group of people is also a form of public opinion, reflecting a certain attitude and behavior tendency of the people.
Public opinion is an object of leadership and management and is studied for years from different scientific angles in order to clarify its every special dimensions.  Therefore, to understand public opinion there is need to have an aggregated point of view not to overvalue this approach and under-look at the other. Studying a system of media theories about public opinion is very important and necessary to lead and manage media in order to create the public opinion for the safe of sustainable development.
Public represents an instrument, means to recognize, interpret and anticipate facts, phenomena in a changing human living environment. Researchers of public media very concern about studies forms of mass /public communication. Studies about communication often emphasize the role of instrument and means of modern media that have been strongly developed at the late of XIX and early XX Centuries. Since then, in the world, the studies of public opinion is closely linked to those of mass media and contribute to the development of some communication theories about public opinion1.

Keywords: communication science, communication theory, education, media, public opinion

Text: PDF

For citation: Le Ngoc Hung, Bui Thi Phuong, Do Van Quan, Nguyen Thi Ngoc Phuong. Public Opinion, Statistical Data and Education from Communication Science Perspectives. Communicology (Russia). 2018. Vol. 6. No 6. Р. 134–150. DOI 10.21453/2311-3065-2018-6-6-134-150.

Cohen B. (1963). The Press and Foreign Policy. Princeton, NJ: Princeton University Press.
Foote N., Hart C.W. (1953). Public opinion and collective behavior. In: M. Sherif and M.O. Wilson (Eds.) Group relations at the crossroads. New York: Harper & Bros. P.308-331.
Katz E. (1957). The Two-Step Flow of Communication: an Up-To-Date Report on a Hypothesis. The Public Opinion Quarterly. 21 (1): 61–78.
Le Ngoc Hung (2002). Public opinion: the nature and methodological research issues. Psychological Review. Vol 4. 2002 (in Vietnamese).
Lazarsfeld P.F., Berelson B., Gaudet H. (1944).  The people’s choice: how the voter makes up his mind in a presidential campaign. In: Lazarsfeld P.F., Berelson B., Gaudet H. The people’s choice. Oxford, England: Duell, Sloan & Pearce.
Noelle-Neumann E. (1974). The spiral of silence: a theory of public opinion. Journal of Communication, 24 (2): 43–51.
Moy P.,  Bosch B.  (2013). Theories of public opinion. Sociology Department, Faculty Publications: 244 [access mode]:
Sherif M., Wilson M.O. (eds.) (1953). Group relations at the crossroads. New York: Harper & Bros. P. 308-331.
Thibault G. (2016). Needles and Bullets: Media Theory, Medicine, and Propaganda, 1910-1940. In
K. Nixon & L. Servitje (eds.), Endemic: Essays in Contagion Theory (p. 67–91). Basingstoke: Palgrave Macmillan.
The Ministry of Planning and Investment – The General Statistical Office (December 2017). The outputs of a consensus on the demand and satisfaction of statistical data users in 2017. Statistical Publishing House, Hanoi.
The Statistical Office Statistical Yearbook 2017 (2018). Statistical Publishing House, Hanoi. Yankelovich D (1992). How public opinion really works. Fortune, October 5, 1992: 102-108.

On Adaptation of Specialists without Pedagogical Education to Educational Activities

Author: Irina I. Makashina

Communicology. 2018. Vol.6. No.6
Makashina Irina Ilhamovna, Dr.Sc.(Ped.), professor of the English department, Director of International Education Center, Admiral Ushakov State Maritime University. Address: 353905, Russia, Krasnodar region, Novorossiysk, Serova st. 14. E-mail:

Abstract. The main task of professional pedagogy is the training of specialists capable of ensuring safe and effective operation of a particular enterprise. This task is not new, but it requires constant attention owing to the rapid development of the most sectors of the economy, the need for constant updating of technical information, due to its rapid obsolescence, limits the possibilities of self-education in the field of professional pedagogy and psychology. Currently, technical universities are almost half staffed by professors and teachers who do not have pedagogical education. In addition, technical universities are increasingly attracting specialists from industries, those who can really share their experience and knowledge, but they also do not have pedagogical education. To some extent, this problem is solved by postgraduate education. But psychological and pedagogical training of postgraduate students and applicants is often optional.
In scientific and pedagogical literature the professional education of a teacher in postgraduate education is considered as a process of development of certain competencies, providing the possibility of high-quality implementation of the educational process. At the same time, external and internal factors, such as frequently changing Federal educational standards, social events, various regulations, etc. determine the need for the training of a teacher with not only special knowledge, but also a specialist with creative potential and striving for continuous professional self-improvement.
The article deals with the issues related to professional development of teachers who do not have pedagogical education, their adaptive readiness for pedagogical activity. The necessity of such training is determined and its main directions are shown.

Keywords: pedagogical education, professional adaptation, situational and functional approach, professional development

Text: PDF

For citation: Makashina I.I. On adaptation of specialists without pedagogical education to educational activities. Communicology (Russia). 2018. Vol. 6. No 6. Р. 124–133. DOI 10.21453/2311-3065-2018-6-6-124-133.

Binde Y. (1998). Communication and intelligence / Y. Binde. Futures. Guilford. Vol.30. №8. P. 843-849.
Boyatzis R. Stimulating self-directed learning through the managerial assessment and development course / Richard Boyatzis. Journal of education management. 18. No. 3. 1994. P. 304-323.
Higham J., Yeomans D. (2015). Curriculum choice, flexibility and differentiation 14–19: The way forward or flawed prospectus? London Review of Education.
Knowells M.S. (1973). The adult learner: a neglected species / M.S. Knowells. Boston. P. 32-33. Knowells M.S. (1996). Andragogy. An Emerging Technology for Adult Learning / M.S. Knowells. N.Y.
Makashina I. (2014). Innovative approach to the design of business games of maritime specialists training/ I. Makashina. In: sc. conf. Looking ahead. Innovation in maritime education 15th. Published by: Australian Maritime College. Launceston, Tasmania. P.10-19.
Makashina I. (2015). Poly-profile communicative competence is the necessary learning outcome in maritime education / I. Makashina. In: The International Conference “Innovation Challenges of the Maritime Industry. Batumi, Georgia. P.76-84.
Makashina I. (2016a). Advantages of poly-profile and communicative approach to the model courses development / I. Makashina. In conf. proceedings: Development on Interna-tional Maritime Technology. Shanghai Maritime University. Shanghai: Shanghai Pujiang Education Press. P. 136-142.
Makashina I. (2016b). Scientific and pedagogical support of distance maritime education / I. Makashina. In: 7th International Conference on maritime transport. Universitat Politcnica de Catalunya. BarcelonaTech. Barselona. Spain. P. 118-124.
Makashina I. (2017). E-learning environment for self-studies in maritime education and training /
I. Makashina. In conf. proceedings: Global perspectives in MET: Towards Sustainable, Green and integrated Maritime Transport. Vol. 1, Varna, Nikola Vaptsarov Naval Academy. P. 45-53.
Makashina I., Filatova E. (2018). Interaction of maritime education and human element issues in maritime industry. In conf.: 3rd ICMPTE International Conference on Maritime Policy, Technology, and Education. Shanghai Mari-time University, Southampton University Solent. Shanghai, China.
Makashina I.I., Malinochka E.G. (2007). Situational-functional approach in the preparation of the merchant marine fleet. Krasnodar: KRO APSN (In Rus.).
Makashina I.I., Shverova L.S. (2013). Providing professional and methodical training of teachers to work in a marine university. Sc. Bulletin of Ushakov Maritime State Academy. Exploitation, Safety and Economy of Water Transport. No.4. P.81-86 (In Rus.).
Malinochka E.G. (2007). Actual problems of pedagogy / E.G. Malinochka. Nvoros-siisk: Ushakov Maritime State Academy (In Rus.).
Marichev I.V. (2014). System organization of educational space. Sa Arbrücken. German land / Germany Skinner B.F. (1954). The Science of learning and the Art of teaching / B.F. Skinner. Harward Educational Review.
Slavin R.E. (2003). Educational psychology: Theory and practice. Boston: Allyn and Bacon. Swanson D.P., Edwards M.C., Spencer B. (2010). Adolescence: Development during a global
era. Academic Press Elsevier.

Russian-Chinese Tourism Cooperation: organizational and informational aspects

Author: U Wong, Polina I. Ananchenkova

Communicology. 2018. Vol.6. No.6
Wong U, PhD, Beijing International Studies University;
Ananchenkova Polina Igorevna, Cand. Sc. (Soc., Econ.), professor at the Academy of Labour and Social Relations. Address: 119454, Russia, Moscow, Lobachevsky st., 90. E-mails: wong_u@bisu.;

Abstract. The Russian-Chinese cooperation has a long history. Tourism and recreation are no exception. The social and economic transformations, which have had an impact on the People’s Republic of China, are translated into the internal and outbound tourism development trends. Currently, it is the Chinese tourist flow that is decisive for the tourist market of many countries including the Russia.
The article discusses the key indicators of tourism development in the People’s Republic of China and the Russian Federation and highlights the organizational, intercultural and communication interaction issues, which adversely affect the mutual development of tourist projects. The authors represent statistical data reflecting the dynamics of tours to and from both countries, and analyze relevant tourist destinations and types of tourism. The emphasis is laid on organizational and informational aspects of Russian-Chinese tourism cooperation.

Keywords: China, Russia, tourism, cooperation, organizational and informational aspects

Text: PDF

For citation: Wong U, Ananchenkova P.I. Russian-Chinese Tourism Cooperation: organizational and informational aspects. Communicology (Russia). 2018. Vol. 6. No 6. Р. 111–122. DOI 10.21453/2311-3065-2018-6-6-111-122.

Barometer of international tourism UNWTO (2017). Vol. 15 (In Rus.).
Kuprikova A.A. (2018). Russian-Chinese cooperation in the sphere of tourism at the present stage: analysis of the state and development prospects // Youth Scientific Forum: Social and Economic Sciences: mat. XLV Intern. stud scientific-practical conf. No. 5 (45) [el. source]: https://nauchforum. ru/archive/MNF_social/5(45).pdf (accessed: 12/23/2018) (In Rus.).
Lomovtseva A.V., Ilyushina A.S., Malysheva A.A. (2016). Intercultural communications and cross-cultural management in Russia. In: Economy and management of innovative technologies. No. 10 [el. source]: (accessed: 12/08/2018) (In Rus.).
Travel China Guide (2018) [el. source]: 中国旅游出版社 (2018) // China Travel and Tourism Press (In Ch.). 俄罗斯-中国旅游公司 (2018) [el. source]: (In Ch.).

Developing an International PR Campaign: Pepsi and the Black Eyed Peas on Mexican vs. Russian Markets

Author: Olga V. Novoselova, Enoc Salim Ruiz Gomez

Communicology. 2018. Vol.6. No.6
Novoselova Olga Victorovna, senior lecturer at the department of integrated marketing communications and branding, Ural Federal University;
Enoc Salim Ruiz Gomez, graduate student, Ural Federal University. Adress: 620002, Russia, Yekaterinburg, Mira st. 19. E-mail:;

Abstract. Applying the circuit of culture model in analyzing Pepsi campaign with the Black Eyed Peas in 2007 case study uncovers the differences in perception of the brand and PR campaing in Mexico and Russia, which shows the importance of a culture-centred approach to public relations and communication. At the same time, it reflects how unique symbols were created and used in implementing in two culturally varied countries. The challenge of Pepsi was to create a universal campaign for reaching many kinds of diverse cultures including Russia and Mexico that should have enough symbolic values and common messages which could be understood by different nationalities in order to bring success to the brand. Analysis of this case study attempts to contribute to building knowledge in this area. While focused on two countries, this case builds a stronger argument for considering cultural approaches in developing universal public relations practice.

Keywords: Pepsi PR campaign, internatonal public relations, communication in Mexica, Russian communication style, universal symbols, international brand

Text: PDF

For citation: Novoselova О.V., Ruiz Gomez Enoc Salim. Developing an International PR Campaign: Pepsi and the Black Eyed Peas on Mexican vs. Russian Markets. Communicology (Russia). 2018. Vol. 6. No.6. Р. 97–110. DOI 10.21453 / 2311-3065-2018-6-6-97-110.

Babbie E. (2004). The Practice of Social Research. USA: Wadsworth.
Bartra R. (2006). Antropología del cerebro. La conciencia y los sistemas simbólicos [Anthropology of the brain. Consciousness and symbolic systems]. Valencia: Editorial Pre-Textos.
Bourdieu P. (1984). Distinction. A social critique of the judgment of taste. London: Routledge. Choi Y., Cameron G.T. (2005). Overcoming ethnocentrism: The role of identity in contingent
practice of international public relations. Journal of Public Relations Research, 17, 171-189.
Curtin P.A., Gaither T.K. (2005). Privileging identity, difference and power: The circuit of culture as a basis for public relations theory. Journal of Public Relations Research, 17(2), 91–115. New Jersey: John Wiley & Sons, Inc., Hoboken.
Curtin P.A., Gaither T.K. (2007). International public relations: Negotiating culture, identity, and power. Thousand Oaks, California: Sage.
Deely J. (1990). Basics of semiotics. Bloomington, IN: Indiana University Press.
Dooley L.M. (2002), Case study research and theory building. Advances in Developing Human Resources, 4(3), 335-354
Douglas T. (1984). The Complete Guide to Advertising, New Jersey: Chartwell Books.
Du Gay P., Hall S., Janes L., Mackay H., Negus K. (1997). Doing cultural studies: The story of the Sony walkman. Thousand Oaks, California: Sage.
Easlea D. (2012) Let’s Get It Started: The Rise & Rise of the Black Eyed Peas. Barners Street, London: Omnibus Press.
Flyvbjerg B. (2001). Making social science matter. Cambridge, UK: Cambridge University Press. Grossberg L. (2010). Cultural Studies in the Future Tense, Durham and London: Duke University Press Books.
Grunig J.E., Hunt T. (1984). Managing public relations. NY: Holt, Reinhart & Winston.
Hall E.T. (1976). Beyond Culture, Garden City. NY: Doubleday.
Hall S. ([1973] 1980) Encoding/Decoding [Encoding and Decoding in Television Discourse, 1973]. In: Centre for Contemporary Cultural Studies (ed) Culture, Media, Language: Working Papers in Cultural Studies, 1972-79. London: Hutchinson, 128-138.
Hall S. (1997). The spectacle of the “other”. In: S. Hall (ed.) Representation: Cultural representations and signifying practices. London: Sage.
Hall S. (1999). Kulturelle Identität und Globalisierung [Cultural identity and globalization] in
Hörning and Winter.
Morley D. (1999). Wo das Globale auf das Lokale trifft [Where the global meets the local], in Hörning and Winter.
Panofsky E. (1927). Perspektive als symbolische Form [Perspective as symbolic shape], in Vorträge der Bibliothek Warburg 1924-25, Leipzing, 258.
Shankar A., Elliot R. Goulding C. (2001). Understanding Consumption: Contributions from a Narrative Perspective. Journal of Marketing Management, 17, 429-435.
Spradley J.P. (1979). The ethnographic interview. Fort Worth, TX: Holt, Rinehart & Winston. Stake R.E. (1995). The art of case study research. Thousand Oaks, CA: Sage.
Tungate M. (2007). Adland: a global history of advertising. USA: Kogan Page. Verčič D., Grunig L., Grunig J. (1996). Global and specific principles of public relations: Evidence from Slovenia. In: International Public Relations: A Comparative Analysis. H.M. Culbertson and N. Chen (eds). Mahwah, NJ: Lawrence Erlbaum Associates.
Banks S. (2000). Multicultural Public Relations: A socialinterpretative approach, 2nd ed. Ames, IA: Iowa State University Press.
Sriramesh K. (2000). A framework for understanding, and conducting international public relations. Paper presented at the International Public Relations Symposium, Lake Bled, Slovenia.
Sriramesh K., Verčič D. (eds.) (2003). The Global Public Relations Handbook. Theory, Research and Practice. Mahwah, NJ: Lawrence Erlbaum Associates.
Wright D.K. (2001). The magic communication machine: Examining the Internet’s impact on public relations, journalism, and the public. Gainesville, Florida: The Institute for Public Relations.
Yaverbaum E., Bly R., Benun I. (2006). Public Relations for Dummies, 2nd ed. Wiley Publishing [access mode]:
Zaharna R.S. (2001). “In-awareness” approach to international public relations. Public Relations Review, 27:135–148.

The Peculiarities of Understanding Freedom and Justice in the Context of Sociocultural Communication

Author: Maria S. Matantseva

Communicology. 2018. Vol.6. No.6
Matantseva Maria Stanislavovna, postgraduate student at the department of cultural studies, Ryazan State University named for S.A. Yesenin. Address: 390000, Russia, Ryazan, Svobody st. 46. E-mail:

Abstract. The article is devoted to the study of ideas about freedom and justice through the prism of the features of socio-cultural communication. The author is examining the objective and subjective aspects of the understanding of freedom and justice and comes to the conclusion that these concepts cannot be regarded as universals with invariable content. The ideas of freedom and justice are formed as a result of the person’s communicative ability to empathy, i.e. the ability to associate with other members of the community, ability to walk in their shoes. Thanks to the empathic ability, the consolidation of social values in society is carried out in a conventional way. The meaningful filling of the concepts of freedom and justice is conditioned by the specific nature of the sociocultural space of a certain social community.

Keywords: freedom, justice, empathy, social value, sociocultural communication

Text: PDF

For citation: Matantseva M.S. The peculiarities of understanding freedom and justice in the context of sociocultural communication. Communicology (Russia). 2018. Vol. 6. No. 6. Р. 88–95. DOI 10.21453 / 2311-3065-2018-6-6-88-95.

Aristotle (2012). The Nicomachean Ethics. Moscow: Direct Media (in Rus.).
Chicherin B.N. (1995). Science and religion. M.: Republic (in Rus.).
Dubber M.D. (2006). The sense of justice: empathy in law and punishment. New York: NY Press. Friedman M. (2010). Capitalism and freedom / M. Friedman; transl. V. Kozlovsky. M.: Direct
Media (in Rus.).
Gertyh V. (1994). Freedom and moral law by Thomas Aquinas. Questions of Philosophy. No. 1 (in Rus.). Hegel G.V. (2006). Lectures on the Philosophy of Religion: in 2 vols. Vol.2. SPb (in Rus.).
Kant I. (2002). Religion Within Reason / transl. A.A. Stolyarov. M.: Direct Media (in Rus.).
Kant I. (2005). Critique of Practical Reason. SPb.: Science (in Rus.).
Ledovskikh N.P. (2016). Meaning in modern culture / NP. Ledovskikh // Cultural topology of modernity: monograph. Ryazan: Ryaz. state University of S.A. Yesenin. P. 7-17 (in Rus.).
Moskalenko D.N. (2014). The phenomenon of freedom in the sociocultural space of a transforming society: dis. ... Cand. Philosophy sciences. Stavropol (in Rus.).
Rousseau J.-J. (1969). On the Social Contract; or, Principles of Political Rights. In: the treatises by Jean-Jacques Rousseau. M.: Science (in Rus.).
Seneca (2002). Moral Letters to Lucius. Alone with myself. Simferopol: Renome (in Rus.). Spinoza B. (2012). Ethics. M.: ABC (in Rus.).
Tarde G. (2001). Penal Philosophy. Introduction Beirne P. Transaction Publishers.
Uyanne M.C. (2012) The Influence of socio-cultural domains on communication. African research review. No. 6 (4): 234-247.
Voplenko N.N. (2012). Freedom and justice: patterns of their interaction. Bulletin of the Volgograd State University. Ser. 5. Jurisprudence. No. 1 (in Rus.).

Problems of Formation of Civil Identity and Intercultural Communication in the Russian Federation

Author: Anna V. Fedulova

Communicology. 2018. Vol.6. No.6
Fedulova Alla Victorivna, Cand. Sc. (Soc.), associate professor at the Higher school of modern social sciences (faculty), MSU. Address: 119991, Russia, Moscow, Leninskie Gory 1, bld. 13A. E-mail:

Abstract. Economic and demographic crises, the growth of nationalist movements and xenophobia predetermine the importance of preserving the unity and common values of the multi-ethnic and multi-religious population of the Russian Federation and of value-oriented approaches in managing social processes. The global and continuously occurring processes of social change in modern societies, when with the development of new communication technologies and the availability of information people has become open to various realities and cultural patterns instantly and independently of their geographic location, simultaneously lead to the erosion of tradition and historical memory. This actualizes the question of the living sense-points of a person, his self-determination in society.
One of the fundamental phenomena is identity as a worldview concept and a tool of construction, determining human behavior. Society categorizes and defines the identities of its members in a certain way and expects their respective behavior, but views on identity may be different. That is, in modern society there is a ‘struggle for identity’ in different spheres and institutions of society with communicative methods and tools. Civil identity as a form of group identity has an important practical purpose: a culturally diverse population of the country to unite, to unite on the Foundation of civic identity; the future of the country depends on that, it is important that the new generation, who grew up in the new Russia, will be taken as their identity, their citizenship, ownership and attitude to life, to events in the country. One of the fundamental phenomena is identity as a worldview concept and a tool of construction determining human behavior. The discourse on the content of the concept of identity has been conducted since antiquity, but remains relevant.

Keywords: identity, civil identity, consolidation of society, ethno-cultural diversity, cultural diversity, interethnic communication, globalization

Text: PDF

For citation: Fedulova A.V. Problems of formation of civil identity and intercultural communication in the Russian Federation. Communicology (Russia). 2018. Vol. 6. No.6. Р. 81–87. DOI 10.21453 / 2311-3065-2018-6-6-81-87.

Bauman Z. (2008). Fluid Modernity. SPb.: Peter (In Rus.) [Bauman, Zygmunt (2000) Liquid Modernity. Cambridge: Polity ISBN 0-7456-2409-X].
Benet-Martinez V., Hong Y.-Y. (2014). Oxford Handbook of Multicultural Identity. New York: Oxford University Press.
Ethnic and religious diversity of Russia (2018). 2nd ed. / Еd. Tishkov V.A., Stepanov V.V. Moscow: IEA RAN (In Rus.).
Fedulova A.V., Soloviev I.A. (2017). Formation of human capital of a University graduate in the conditions of reforming Russian education. Bulletin of the Udmurt University. Sociology. Political science. International relations. Vol.1. No. 4. P. 397-408 (In Rus.).
Fox М. (2007). A New Look at Personal Identity. Philosophy Now. Vol. 62. P. 10-11.
Giddens A. (1991). Modernity and Self-Identity: Self and Society in the Late Modern Age. Stanford. Kehily M. (2009). What is identity? A Sociological perspective. ESRC Seminar. UK. Kuropyatnik A.I. (2016). Identity and culture in contexts of immigration. Vestnik RUDN. Series: Sociology. Vol. 16. No. 3. P. 496-509 (In Rus.).
Luckmann T. (2006). Personal Identity as a Sociological Category. Zagreb.
Mamedov A.K., Yakushina O.I. (2015) Theoretical approaches to Identity in contemporary social science. Moscow University Herald. Series 18: Sociology and political science. No. 1. P. 43-60 (In Rus.).
Marchak A.L. (2014). Cultural identity as a factor of strengthening the integrity of Russia. Humanities of the South of Russia. No. 4. P. 50-54 (In Rus.).
Nazarova E.A., Toria Z.N. (2017). Features of formation of civil identity in the student environment of the Karachay-Cherkess Republic: sociological analysis. Sociology of education. No. 1. P. 33-42. (In Rus.).
Russian Identity in the Sociological dimension (2007). Analytical Report. M.: INION RAS (In Rus.). Shabaev Y.P., Sadokhin A.P., Kuznetsov A.Y. (2016). The Russian identity of Russian North: history and contemporaneity problem. Herald of St. Petersburg University. Ser. 12: Sociology. No. 1. P. 127-140 (In Rus.).
Sharkov F.I. (2015). Genesis of sociological schools and communication theories. Vol. 3. No.4. P. 5-30 (In Rus.).
Stanford Encyclopedia of Philosophy, SEP [el. source]:
Stryker S., Burke P.J. (2000).The past, present, and future of an Identity theory. Social Psychology Quarterly. Special Millenium Issue. Vol. 63. No. 4.
Vorontsov S.A., Pondelkov, A. V., Sharkov F.I. (2018). On the Value bases and Communicative factors of consolidation of modern Russian society. Communicology. Vol. 6. No. 3. P. 58-69 (In Rus.).

Structural Changes in the System of the American Mass Media under Donald J. Trump and its Influence on the Political Process in the United States

Author: Alexander L. Shishov

Communicology. 2018. Vol.6. No.6
Shishov Alexander Lvovich, Cand.Sc. (Pol.), Deputy General Director at JSC Soyuzkhimeksport, State Corporation Rostec. Address: 119048, Russia, Moscow, Usacheva st. 24. E-mail:

Abstract. The article reviews the American discourse on the existential crisis of local media caused by the global technological and ideological shifts in its functioning. The author respectively reveals the essence of the “fake news” phenomena and depicts the role of alternative media which generate them in the context of a heated dispute between B. Obama and D. Trump administrations and conservative and liberal American mass media. Applied methodology includes the methods of qualitative and quantitative content analysis of the content of materials of American ‘alternative’ and ‘traditional’ media that reveal various facts and trends that affect the modern American political process. The article shows the mechanism of propaganda by liberal media against the administration of D. Trump.

Keywords: alternative media, fake news, existential crises of the American media, Trump administration

Text: PDF

For citation: Shishov A.L. Structural changes in the system of the American mass media under Donald J. Trump and its influence on the political process in the United States. Communicology (Russia). 2018. Vol. 6. No. 6. Р. 68–79. DOI 10.21453 / 2311-3065-2018-6-6-68-79.

Bannon S., Trump D. and the Nationalist Uprising (2017) Devil's Bargain. Penguin Press. N.Y.: 22. Clinton H. (2017). What Happened. Simon & Schuster. First Edition. Sept.12.
Hene H. (2003). Black Order of the SS. The history of guard detachments. M .: Olma-Press (In Rus.).
Hunt E. What is fake news? How to spot it and what you can do to spot it. The guardian. Dec 17, 2016 //
Mann J. (2013). The Obamians: The Struggle Inside the White House to Redefine American Power. Penguin Books.
Pfeiffer D. (2018). Yes We (Still) Can: Politics in the Age of Obama, Twitter, and Trump. Biteback Publishing Ltd.: 114-132.
Sherman G. (2016). Trump’s Transition Team ‘Is Like Game of Thrones’. New York [access mode]:
Wolff M. (2018). Fire and Fury. Inside the Trump White House. Henry Holt and Company N.Y.: 60 – 299.
Woodward B. (2011). Obama's Wars. Simon & Schuster; Reprint edition.

Social Advertising as a Communicative Mechanism to Promote Social and Cultural Values

Author: Yankovoy N.L.

Communicology. 2018. Vol.6. No.6
Yankovoy Nikita Leonidovich, Cand. Sc. (Pol.), head of the autonomous non-profit organization “For the Safe Sity”. E-mail:

Abstract. The paper represents the analysis of social advertising as a tool to improve public safety in society and gives the definitions of social advertising and its social role. The author suggests some options for the effective use of social advertising to improve public safety and comes to conclusion, that social advertising is a valuable element of improving security as it can introduce a certain model of behavior in society and facilitate the formation of positive mass consciousness. Social advertising as a tool of safety improvement is particularly effective in such problems as road safety, alcoholism, drug addiction, Smoking, unsafe sex, abortion. Thus, social advertising is an efficient tool not only to combat negative social phenomena, but also to promote social and cultural values in the public consciousness through the use of its communicative properties.

Keywords: social advertising, the purpose of social advertising, the objectives of social advertising, model of behavior, the restructuring of mass consciousness

Text: PDF

For citation: Yankovoy N.L. Social advertising as a mechanism for promoting social and cultural values in the mass consciousness. Communicology (Russia). 2018. Vol. 6. No. 6. Р. 58–67. DOI 10.21453 / 2311-3065-2018-6-6-58-67.

Afonin V.V. (2017). The role and importance of social advertising in preventive measures to promote road safety. Sc. Bulletin of the Orel Law Institute of the Ministry of internal Affairs. No. 1 (70). P. 6-8 (In Rus.).
Anashkina N.A. Koval A.V. (2016). The impact of social advertising on the problem of road safety. In: Creativity of young people: design, advertising, information technology proceedings of the XV International scientific and practical conference of students and postgraduates. Ed. editor
L.M. Dmitrieva. P. 44-46 (In Rus.).
Bayramova S., Zaichenko A., Pankratova Y. (2015). The role of social advertising in contemporary society. Via scientiarum. No. 1. P. 64-69 (In Rus.).
Blumina A.A. (2018). Social advertising and its role in the life of modern youth. In: Scientific community of students: Interdisciplinary research: sat. II international. stud. sc. conf. No. 3 [access mode]: (In Rus.).
Evenko S.A. (2015).The role of social advertising in the promotion of road safety. In: Actual problems of administrative activities of the police Materials of the all-Russian scientific-practical conference. Krasnodar University of the Russian interior Ministry. P. 383-386 (In Rus.).
Gerasimenko V.N., Nikolaev Y.D., Demireva K.A. (2016). Social advertising on the Internet as a way of constructing social reality. In: Social and humanitarian problems of education and professional self-realization (Social engineer-2016) collection of materials of the all-Russian scientific forum of young researchers. P. 33-35 (In Rus.).
Golenkova Z.T., Kalmykov S.B. (2017). Efficiency and quality of social advertising. Theory and practice of social development. No. 3. P. 9-19 (In Rus.).
Kalmykov S.B., Sharkov F.I. (2017). The quality of social advertising: the criteria for the evaluation. Modernisation. Innovations. Development. Vol. 8. No.1. P.60-71. DOI:10.18184/2079-4665.2017.8.1.60-71 (In Rus.).
Koroleva I.V., Chugunova N.Y. (2016). The role of social advertising in the prevention of youth deviant behavior. Humanities and social Sciences. No. 2. P. 180-192.
Kovaleva V. (2009). Fundamentals of the sociological concept of social advertising. Scientific notes of the Trans-Baikal State University. No. 4. Barnaul (In Rus.).
Kravchenko V.I., Hunkai C.H. (2007). Formation of socio-cultural values and guidelines of youth. Bulletin of Nizhny Novgorod University. Social science. No. 2 (7). P. 143-147 (In Rus.).
Lisovsky V.T. (1996). Sociology of youth. Moscow (In Rus.).
Martynova D.A. (2015). Social advertising: social and legal aspects. In: Problems of management in socio-economic and technical systems. Collection of scientific articles on the materials of the XI International scientific-practical conference. P. 183-185 (In Rus.).
Nemeryuk E.E. (2016). Implementation and support of social advertising on Federal and regional levels. Proceedings of the Saratov University. New series. Sociology. Political science. Vol. 16. Vol. 4. P. 409-412.
Panacheva A.S. (2016). Moral values: impact on public opinion through social advertising. In: XX international scientific and methodological conference of heads of departments of marketing, advertising, public relations, design and related areas. Association of Communication Agencies of Russia (ACAR). P. 259-262 (In Rus.).
Vaniants D.Y. (2001). Social and cultural values of modern Russian youth. Diss. (soc.). Stavropol (In Rus.).
Vershilov S.A. (2008). From the security of the xx century to the culture of security of the XXI century. News of Saratov University. Series: Philosophy. Psychology. Pedagogy. Vol. 8. No.2. P. 3-7 (In Rus.).

Socio-Communicative Control Mechanisms for Cultural Interaction

Author: Yakushina O.I.

Communicology. 2018. Vol.6. No.6
Yakushina Olga Igorevna, employee of Fedorovsky Scientific Research Institute of Mineral Raw Materials. E-mail:

Abstract. The article discusses the sources of cultural diversity and social and communicative mechanisms for managing intercultural relations. Cultural diversity is not a new phenomenon, but due to the ongoing intensification of processes in XXI century the most acute problem is the adoption of certain measures to manage intercultural relations. The transition from the application of a system of political measures to more complex options, taking into account various spheres of society, the diversity of constituent elements, is noted. In the intercultural interaction in a multicultural environment of contemporary society, three central components have been identified: cultural, communicative and social. The possible variants of the directions of the communicative interaction of individuals and groups are considered, a variant of the multicultural environment model and interaction strategies, taking into account the presence of dynamic feedback between interacting groups and society as a whole, is proposed.

Keywords: cultural diversity, intercultural communication, national policy, globalization, identity, individual, group, society

Text: PDF

For citation:  Yakushina O.I. Socio-communicative control mechanisms for cultural interaction. Communicology (Russia). 2018. Vol. 6. No. 6. Р. 48–56. DOI 10.21453 / 2311-3065-2018-6-6-48-56.

Anderson B. (1991). Imagined Communities. London: Verso / M.: Kakon-Press-C, Kuchkovo pole (In Rus.).
Avdeeva E.V., Nazarova E.A. (2017). Communication and information resources as a form of regulation of social processes. Communicology. Vol.5. Nо. 5. Р. 86-95 (In Rus.).
Benet-Martinez V., Hong Y.-Y. (2014). Oxford Handbook of Multicultural Identity. New York: Oxford Univ. Press.
Kuropyatnik M.I., Kuropyatnik M.S. (2018). Interculturalism: postmulticultural discourse of social integration. Vestnik RUDN. Series: Sociology. Vol. 18. Nо. 2. P. 250-261. DOI: 10.22363/2313-2272-2018-18-2-250-261 (In Rus.).
Kymlicka W. (2007) Multicultural Odysseys: Navigating the New International Politics of Diversity. New York: Oxford University Press.
Management of Social Transformations (MOST) – UNESCO. Policy Paper. No. 4 [el. source]:
Modood T., Mee, N., Zapata-Barrero R. (2016). Multiculturalism and Interculturalism: debating the dividing lines. Edinburgh: Edinburgh Univ. Press.
Murphy M. (2012). Multiculturalism: A Critical Introduction. London, NY: Routledge.
Nazarova E.А (2018). Communicative aspects of social adaptation of migrant workers and their integration into the multi-ethnic space of regions. Communicology. Vol. 6. No. 4. PР. 37-44. DOI
10.21453 / 2311-3065-2018-6-4-37-44 (In Rus.).
Pain E.A. (2017). Management of cultural diversity: historical models and modern practice in the field of regulation of ethno-political relations. Public Administration Issues. No. 4. P. 77-102 (In Rus.).
Parker W.C. (2003). Teaching Democracy: Unity and Diversity in Public Life. NY: Teachers College Press.
Sharkov F.I. (2015) Genesis of Sociological schools and Communication Theories. Communicology. Vol. 3. No. 4. P. 5-30.
Sharkov F.I., Ponedelkov A.V. (2018). Models of international communications in the context of global governance (BRICS example). International relations. Vol. 18 No.1. P. 85-95. DOI: 10.22363 / 2313-0660-2018-18-1-85-95 (In Rus.).
Vorontsov S.A., Pondelkov A.V., Sharkov F.I. (2018). On the value bases and communicative factors of consolidation of modern Russian society. Communicology. Vol. 6. Nо. 3. P. 58-69 (In Rus.).

Typical Signs of Ethnopolitical Communication in the North Caucasus

Author: Julieta S. Dzhanteeva

Communicology. 2018. Vol.6. No.6
Janteeva Julieta Sultanovna, Cand.Sc. (Hist.), associate professor, manager of department of Sociological Research and Analysis Karachay-Cherkess institute of humanitarian research. Address: 369000, Russia, Cherkessk, Gorky st. 1A. E-mail:

Abstract. The article discusses the theoretical foundations of ethno-political communications in the North Caucasus region and their common features. Within the framework of a polyparadigmatic concept based on a political and socio-cultural approach to the study of political actions and communication (H. Arendt, K.S. Gadzhiev, Y.A. Irkhin, A.I. Soloviev, etc.), ethnopolitical theories (Deutsch K. , Smith E., Shirokogorova S. M., and others), theories of intercultural communication (J. Mid., A.P. Sadokhin, S. Ting-Toumi et al.) and media communications (M. Castells, M. McLuhan et al.), the author differentiated the typical properties of ethnopolitical communications in the designated region. They are presented in the form of four pairs of antinomies: tradition and innovation; tolerance and intolerance; informality and institutionalism; ethnoideological and socio-political discourse. Revealed their regional features. The research methodology includes comparative historical, sociological and analytical methods that allow typology of the universals of ethno-political communications in the North Caucasus against the background of their theoretical reflection. The novelty of the research lies in the fact that, based on the synthesis of theoretical approaches to the study of the phenomenon under consideration, the author has identified typical features of ethno-political communications in the North Caucasus region.

Keywords: ethnopolitical communications, the North Caucasus, traditionalism, tolerance, ethnic ideology, media

Text: PDF

For citation: Dzhanteeva J.S. Typical signs of ethnopolitical communication in the North Caucasus. Communicology (Russia). 2018. Vol. 6. No. 6. Р. 36–47. DOI 10.21453 / 2311-3065-2018-6-6-36-47.

Astivtsaturova M.A. (2007). Regional modeling of national strategy and civic identity in the North Caucasus region // Russian Caucasus. A book for politicians. / Ed. V.A. Tishkov. M .: FGNU Rosinformagrotekh. P. 233-240 (In Rus.).
Astivtsaturova M.A. (2011). North Caucasus: the transformation of the regional ethnopolitical space. Moscow (In Rus.).
Barbashin M.Y. (2008). The clash of traditionalism and postmodernism in modern ethno-political processes of a transitive society. Journal of Sociology and Social Anthropology. Vol. XI. No. 2. P.168-178 (In Rus.).
Car V. (2014). Nationalism and Digital Activism in Croatia: The Case of Croatian Wikipedia. 12th Annual International Conference on Communication and Mass Media, 12-15 May, Athens, Greece: Abstract Book.
Degtyarev A.A. (1998). Fundamentals of political theory: Textbook. Moscow (In Rus.). Dzhanteeva J.S. (2010). Theoretical and methodological aspects of the study of ethnopolitical
communications in the North Caucasus. Bulletin of the Pyatigorsk State Linguistic University. PSLU. No.3. P. 99-102 (In Rus.).
Dzyaloshinsky I.M. (2006). Hate speech in the Russian media: social, cultural, professional factors: studies. manual for students of the Faculty of Journalism. Moscow (In Rus.).
Fundamentals of the theory of communication (2003). Ed. Prof. M.A. Vasilik. M.: Gardiriki Moscow (In Rus.).
Gnatyuk O.L. (2005). The foundations of the theory of communication. M.: KnoRus (In Rus.). Griffin E. (2015). Communication: Theories and Practices. Per. from English. Publishing house
“Humanitarian Center” (In Rus.).
Khalyuzin V.A. (2014). The political life of traditional North Caucasian society in the context of globalization. Moscow (In Rus.).
Khunagov R., Shaov A., Liausheva S., Nekhay V. (2016). Traditional Adyghe ethno-stereotypes in the dichotomy “interethnic tolerance / intolerance” as a factor in the evolutionary development of ethnic groups in the North Caucasus. Central Asia and the Caucasus. T.19. No.3. P.114-122 (In Rus.).
Kirichek P.N. (2016). Mass media discourse of ethnopolitical communication. Communicology. T.4. No.1. P.29-41 (In Rus.).
Kosov G.V., Gundar O. (2002). Tolerance as an imperative of the XXI century. In: Tolerance as the basis of social security / Ed. N.P. Medvedeva .M.: Ileksa. Stavropol: Service School (In Rus.).
Lubsky A.V. (2005). Conflict factors in southern Russia: Research methodology and social realities / Ed. ed. V.V. Chernous. Rostov-on-Don. P.133-139 (In Rus.).
Magomedova M.Z. (2015). Ethno-confessional tolerance as a necessary condition for overcoming extremism and terrorism in the North Caucasus. In: Problems of prevention of extremist manifestations. Materials of the All-Russian scientific-practical conference. Khasavyurt. P.258-271 (In Rus.).
Malkova V. K., Tishkov V. A. (2002). Ethnicity and Tolerance in the Mass Media. Moscow (In Rus.). Malkova V. K., Tishkov V. A. (2002). Ethnicity and tolerance in the media. Moscow (In Rus.). Mead G.H. (1913). The Social Self. Journal of Philosophy, Psychology and Scientific Methods. Vol.10. P.374-380.
Political communication (2004). Ed. A.I. Solovyov. M.: Aspect Press (In Rus.).
Sadokhin A.P. (2005). Introduction to the theory of intercultural communication. Moscow (In Rus.). Shadje A.Y. (2017). North Caucasus in the modern identification space of Russia. In: Materials of the All-Russian Scientific Conference «Philosophy and Practice of Ethnic Diversity and Unity of Russia». Ed. M.I. Bilalova. Makhachkala (In Rus.).
Shadje A.Y., Kukva E.S. (2017). Cultural identification in the context of globalization. In the Materials of the International Scientific Conference. Ed. A.S. Molchana. Krasnodar. P.25-31 (In Rus.).
Shaov A.A. (2001). Ethnic ideology as a subject of socio-philosophical knowledge (analysis of the ethnic identity of the Abkhaz and Adygei). Abstract ... diss. cand. sc. (philos.) Rostov-on-Don. (In Rus.).
Sharkov F.I. (2009). Communicology: Encyclopedic Dictionary-Directory. M.: Dashkov and
K. (In Rus.).
Shevchenko O.M. (2006). Xenophobia as a factor in the legitimization of ethnocracy, In: Ethnostatism and ethnocracy in the south of Russia / South Russian Review of the TsSRI and IPPK RSU and ISPI RAS. Issue 37. Rostov-on-Don (In Rus.).
Smith E. (2004). Nationalism and Modernism: A Critical Review of Modern Theories of Nations and Nationalism / Transl. A.V. Smirnova, Y.M. Filippova, E.S. Zagashvili and others. Moscow: Praxis (In Rus.).
Soldatova G.U. (1998). Psychology of ethnic tensions. Moscow (In Rus.).
Suleymanova Sh.S. (2016). Journalism in the management of information and communication processes. M.: International Publishing Center “Ethnosocium” (In Rus.).
Ting-Toomey S., Kurogi A. (1998). Face work Competence in intercultural Conflict: An Updated FaceNegotiation Theory. International Journal of tntercultural Relations. Vol. 22. P.187-225.
Tolerance as a basis for social security (2002). Ed. N.P. Medvedeva. M.: Ileksa. Stavropol: Service School (In Rus.).
Zorin V.Y. (2014). The North Caucasus is not a place for political technologies. In: The ethnopolitical situation in Russia and neighboring states in 2013. Annual Report of the Network for Ethnological Monitoring and Early Warning of Conflict / Ed. V.A. Tishkov and V.V. Stepanov. M.: IEA RAS (In Rus.).

Social Partnership as a New Type of Social Relations

Author: Osipov E.M., Khalikov M.S.

Communicology. 2018. Vol.6. No.6
Osipov Egor Mikhailovich, at the department of public administration, MSU;
Khalikov Manir Saidovich, Dr. Sc. (Soc.), professor at the department of personnel management, RANEPA. Address: 119991, Russia, Moscow, Leninskie Gory 1. E-mail:;

Abstract. In this paper, social partnership is considered 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. The authors assert that social partnership is a condition and goal for the development of capitalist society. Condition – as it facilitates the implementation of the most rational and most effective forms of social interaction in society, as well as to overcome conflicts and alienation, thereby contributing to the stability of social relations. The goal is mentioned, because the institutionalization of social partnership serves as a criterion of social solidarity and integration of society. The authors lay emphasis on 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.

Keywords: social partnership, social partnership institute, institutionalization, trade unions, employees, employers, state, capital, labor, intersecting interests, monopoly capitalism, small business

Text: PDF

For citation: Osipov E.M., Khalikov M.S. Social partnership as a new type of social relations. Communicology (Russia). 2018. Vol. 6. No. 6. Р. 24–34. DOI 10.21453 / 2311-3065-2018-6-6-24-34.

Casey M. (2008). Partnership – success factors of inter-organizational relationships. Journal of Nursing Management, 16, 72–83. DOI: 10.1111/j.1365-2934.2007.00771.
Haken G. (1980). Synergetics. M.: Mir (In Rus.).
Hsieh H.-F., Shannon S.E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15 (9), 1277-1288. DOI: 10.1177/1049732305276687.
Kaminskiene L. (2008). Socialine partneryste mokyklineje profesinio rengimo sistemoje [Social partnership in school vocational training system]. Doctoral dissertation. Social sciences, educational science (07 S). Kaunas: Vytautas Magnus University.
Khalikov M.S. (2016). Strategy of socio-economic development in the context of the inversion concept. Public Administration. No. 1 (In Rus.).
Kiselev V.N., Smolkov V.G. (2002). Social partnership in Russia. 2 ed., Moscow: Economics (In Rus.).
Koretsky V., Khalikov M.S. (2017). Sociology of global processes: Textbook. M.: Academic project (In Rus.).
Kunin E.V. (1968). Karl Marx and the English labour movement. Moscow (In Rus.).
Marshall A. (1993). Principles of economic science. M.: Progress. Vol. 2 (In Rus.).
Marx K., Engels F. (1956). From the early works. Moscow (In Rus.).
Marx K., Engels F. (1985). Feuerbach. The opposite of the materialist and idealistic views. In: Selected works. Vol. 2. M.: Politizdat (In Rus.).
Mill J.C. (1980). Fundamentals of political economy. Vol.3. M.: Science (In Rus.).
Osipov A.M., Karstanje P., Tumalev V.V., Zarubin V.G. (2009). On Social Partnership in the Sphere of Education. Russian Education and Society, 51(12), 81–95. DOI:10.2753/RES1060-9393511206. Retrieved from: 10.1080/10609393.2004.11056847.
Osipov E.M. (2018). Social partnership and Russian small business: state and development trends. M.: Academic project (In Rus.).
Reznik Y.M. (2007). The civil society as a phenomenon of civilization. Part II. Theoretical and methodological aspects of the study. M.: Publishing house MGSU “Union” (In Rus.).
Rousseau J.J. (1961). Selected writings. Vol.1. Moscow (In Rus.).
Strizh E.M. (2003). Features of formation and development of social partnership in Russia.
Author’s abstract on competition of a scientific degree of candidate of economic Sciences. Moscow (In Rus.).
Sukharev I. (2013). Sociology of social partnership. Sat. articles. Saransk (In Rus.). Turchynov I.K., Magomedov K.O., Kanonenko T.O. (2011). Sociological analysis of personnel policy and personnel management in Russian organizations. Moscow (In Rus.).

Communicology Paradigm of Jiri Subrt in his Russian Writings

Author: Felix I. Sharkov

Communicology. 2018. Vol.6. No.6
Sharkov Felix Izosimovich, Dr. Sc. (Soc.), Professor of the department of sociology at MGIMO. Address: 119571, Russia, Moscow, Vernadsky av. 76. E-mail:

Abstract. Jiri Schubrt is a member of the editorial Board of the international scientific journal “Communicology”, a leading Czech sociologist, founder and head of the Department of historical sociology of the faculty of humanitarian studies of Charles University (Prague). He published numerous articles and works in Russian in the journals “Sociological research”, “Vestnik RUDN. Series: Sociology”, spoke at various conferences and is therefore well known to Russian-speaking readers and participants of scientific forums.
A wide range of scientific interests of I. Subrt is not limited to the study of the theoretical foundations of sociological thinking, the problems of collective memory, historical consciousness, identity. His works reveal the communicative components of this or that sphere of human activity.
His recently published monograph [Subrt, 2018: 280] is devoted to the problems of contemporary sociological theories. The author pays considerable attention to the theory of communicative action. Since 1990 Subrt consistently saturates communicology paradigm, even if sometimes fragmentary reflection of communication theories and concepts multiparadigm science ‘communicology’. Thus, it contributes to the development of the paradigm structure of rapidly developing communicology.

Keywords: interpersonal communication, media communication, communication of meaning, communication networks, communicative understanding, communication paradigm

Text: PDF

For citation: Sharkov F.I. Communicology paradigm of Jiri Subrt in his Russian writings. Communicology (Russia). 2018. Vol. 6. No. 6. Р. 15–23. DOI 10.21453 / 2311-3065-2018-6-6-15-23.

Baudrilland J. (1987 (1929)). Ecstasy of communication. In: History of philosophy: encyclopedia. Moscow: Interpresservis (In Rus.).
Collins R. (1986). Weberian Sociological Theory. Cambridge: University Press.
Habermas J. (1968). Technik und Wissenschaft als “Ideologie. Frankfurt: Suhrkamp. Habermas J. (1987). The Theory of Communicative Action / McCarthy T. (ed.). Boston: Beacon Press. Vol. 1,2.
Habermas J. (2000). Moral consciousness and communicative action: per. SPb.: Science (In Rus.). Luman N. (1994). The concept of society. Problems of theoretical sociology. SPb (In Rus.). Luman N. (2007). Social systems: a sketch of the General theory. SPb (In Rus.).
McQuail D. (2010). McQuail’s Mass Communication Theory. 6th edition. Sage.
Petrusek M. (1993). Teorie a metoda v moderni sociologii. Praga: Kaolinum.
Sharkov I. (2005). The Fourth Wave (interactive electronic communications). M.: publishing house “Prometheus” (In Rus.).
Subrt I. (1990). Ensuring the principle of unity of theoretical and empirical knowledge in public opinion research: abstract dis. ... Cand. Sc. (Soc.): 22.00.07. Moscow (In Rus.).
Subrt I. (2013). Niklas Luhmann: the problem of communication within a functionally differentiated society / Subrt I. Sociological research. No. 1. P. 5-15 (In Rus.).
Subrt I. (2014a). The monastery as a pattern for the management of time: a contribution to the historical sociology of modernization processes. (Monasteries as a model of time management: the approach of historical sociology to the analysis of modernization processes). Bulletin of the Russian University of friendship of peoples. Series: Sociology. No. 2 (2014). P. 32-42 (In Rus.).
Subrt I. (2014б). Reflections on the concept of “crisis”. Economic and social changes: facts, trends, forecast. No. 6. P. 70-84 (In Rus.).
Subrt I. (2018a). Antinomies, dilemmas and discussions in contemporary sociological thought: essays on social theory: monograph / Jiri Shubrt. M.: RUDN (In Rus.).
Subrt I. (2018б). The postmodern world in the sociology of Michel Maffesoli. Sociological research. No. 10. P. 25-32 (In Rus.).
Subrt I. Coleman, Collins, and Giddens on the theory of action as the basis of General sociological theory. Sociological research. 2017. No. 2. P. 14-23 (In Rus.).
Turner J.H. (ed.) (2001). Handbook of Sociological Theory. New York: Kluwer Academic. Weber M. (1920). Gesammelte Aufs ä tze zur Religionssoziologie. Vol. I. Р. 119.

Museum Communication: models and their approbation within the branding of a small town

Author: Tatiana А. Ladygina 

Communicology. 2018. Vol.6. No.5
Tatiana Аnatolievna Ladygina, specialist of municipal budgetary institution «Krasnoufimsk Local History Museum». Address: 623300, Russia, Sverdlovsk region, Krasnoufimsk, st. Sovietskaya, 42. E-mail:

Abstract. The information society is featured by an increasing interest in communication issues in general, and in particular in museum communications. The paper is dedicated to the models of museum communications (cognitive, sign, dialogue, etc.) and represents the experience of its testing as a tool for promoting historical and cultural heritage and creating to create a unique image of territory (using the example of the city of Krasnoufimsk). Besides, the author identifies the role of the local history museum in this process. The author believes that geo-branding is one of the current areas of development of the Russian hinterland, increasing the competitiveness of individual rural and urban areas, and presumes that museum communications can play an important role in this process by implementing online and offline dialog forms of interaction with the local community.

Keywords: museum communications, museum of local lore, historical and cultural heritage, geo-branding, brand of a small town

Text: PDF

For citation: Ladygina T.A. Museum Communication: models and their approbation within the branding of a small town. Communicology (Russia). 2018. Vol. 6. No.5. P. 155-162. DOI 10.21453 / 2311-3065-2018-6-5-155-162.

Akhunov V.M. (2008). Domestic School of Museum Communication in the Modern Social and Cultural Space. Education and Society. No.4. P. 108-114 (In Rus.).
Belyaeva M.A., Samkova V.A. (2017). The basics of imageology: the image of the individual, organization, territory / 2nd  ed. Ekaterinburg: Scientist (In Rus.).
Bogatyreva B.G. (2018). Digital cultural policy: the possibilities of formation and the prospects for influence on the modern media space. Communicology. Vol. 6. No.3. P. 164-175.
Vizgalov D.V. (2011). Branding the city. Moscow (In Rus.).
Dinny K. (2013). Branding territories. The best world practices. M.: Mann, Ivanov and Ferber (In Rus.).
Dubeykovsky V. (2013). Country, region, city. Brand management in the XXI century: scientific articles. P. 97-100 [el. source]: brand_man.pdf  (In Rus.).
Ershova D.E. (2017). New museum communication in the area of  network culture. Society: philosophy, history, culture. No.12. P. 181-184  (In Rus.)
Komlev Y.E. (2011). Methodology of the study of the management of museum communications. Theory and practice of social development. No.5. P. 113-114 (In Rus.).
Kuksina E.B. (2010). The active forms of the museum work - an integral part of the museum communication. Cultural heritage of Siberia. No.11. P.57-59 (In Rus.).
Ladygina T.A. (2017). The role of the local history museum in branding a small city: the communicative aspect (from the experience of Krasnoufimsk). In: Open City: through involvement – to change: materials of the All-Russian Scientific and Practical Conf. Yekaterinburg. P. 39-43 (In Rus.).
Lobanov V. (2011). Museum as a factor in the development of the territory. In: Museum and region / ed. A.V. Lebedev, V.Y. Dukla. Moscow. P. 105-156 (In Rus.).
Loguntsova I.V. (2017). Communication channels and promotion tools in geo-branding. Communicology. Vol. 5. No. 4. P. 119-129 (In Rus.).
Sapanzha O.S. (2009). The development of ideas about museum communication. Sc. Bulletin of the Herzen State Pedagogical University. No. 103. P. 245-252 (In Rus.).
Stolyarov B.A. (2004). Museum pedagogy: history, theory, practice. M.: High School (In Rus.). Tivikova L. (2012). Geo-branding: educational program. Effective communications: a professional journal on advertising and PR. No. 1 (7) (In Rus.).

Cultural Policy of the Russian Federation as a Tool of “Soft Power”

Author: Sergey P. Kulikov, Sergey V. Novikov, Ekaterina O. Mihailova

Communicology. 2018. Vol.6. No.5
Sergei Pavlovich Kulikov, Cand.Sc. (Soc.), vice-rector for youth policy, head of the pepartment “Public Administration and Social Technologies”. Е-mail:;
Sergey Vyacheslavovich Novikov, Cand.Sc. (Econ.), associate professor at department «Management and marketing of high-tech industry»;
Ekaterina Olegovna Mihailova, senior lecturer of department «Public administration and social technologies», Moscow Aviation Institute. Address: 121552, Russian, Moscow, Orshanskay st., 3.

Abstract. The paper is dedicated to the analysis of the cultural policy of the Russian state realized by its key participants: educational institutions and structures of the Ministry of Foreign Affairs. The paper reviews the available domestic standard and legal base, key provisions of the international acts and the realized target programs, including from a position of target indicators of assessment of efficiency of the carried-out measures. Besides, the authors outline the key directions of interstate cultural cooperation, the applied tools and the main mechanisms of support by the state of its participants. Special attention is paid to the analysis of policy of cultural cooperation for member countries of the Commonwealth of Independent States. The authors examine the experience of implementation of the Year of Russia project abroad for the last 12 years. On the basis of the analysis of each of the listed aspects, the authors team develops the paths of optimization of the performed activity, possible trends and potential areas of development of each of the directions of realization of cultural policy of the Russian state.

Keywords: cultural policy, expansion of cultural presence, international cultural and humanitarian cooperation, support of compatriots, year of Russia abroad, efficiency of cultural policy

Text: PDF

For citation: Kulikov S.P., Novikov S.V., Mihailova E.O. Cultural Policy of the Russian Federation as a Tool of “Soft Power”. Communicology (Russia). 2018. Vol. 6. No.5. P. 134-154.
DOI 10.21453 / 2311-3065-2018-6-5-134-154.

Bogolyubova N.M., Nikolaev, Y.V. (2011). Cultural seasons as a form of foreign cultural policy (on the example of Russia and France). Herald of St. Petersburg State University of Culture. No. 2. P. 30-35 (In Rus.).
Golovina G.V., Savina I.A. (2014). International cultural cooperation: aspects of socio-cultural and legal regulation. Bulletin of Adyghe State University. Series 1: Regional Studies: Philosophy, History, Sociology, Jurisprudence, Political Science, Cultural Studies. No.4 (148). P.162-169 (In Rus.).
Karpova G.G., Mikhina N.V. (2015). Cultural policy of modern Russia: legislative regulation and implementation mechanisms. Power. No.4. P. 73-78 (In Rus.).
Rybakova M.G. (2013). The international aspect of cultural policy. The experience of Russia and foreign countries. Management consulting. No.1 (In Rus.).
Filimonov G.Y. (2007). US foreign cultural policy as a component of “soft power”: Diss. ... Cand. Sc. (Pol.). Moscow (In Rus.).
Hrenov A.E. (2013). Models of cultural policy: a paradigm shift. Proceedings of St. Petersburg Institute of Culture. No. 2. P. 4-11 (In Rus.).
Hesmondhalgh D. (2005). Media and Cultural Policy. International Journal of Cultural Policy. Vol. 11, Issue 1: The Cultural Industries and Cultural Policy. P. 95-109.
Miller T., Yudice G. (2002). Cultural Policy. London.
Nozhenko M. (2006). Motherland is calling you! Motives abroad for compatriots. Lithuanian Foreign Policy Review. Vol.18. P. 77-94.
Nye J.S. (2004). Soft power. New York: PublicActions.

The Interpretation of the Syrian Military Confrontation by the Media of Syria, Russia and the Countries of the West

Author: Alashhab Koutieba

Communicology. 2018. Vol.6. No.5
Alashhab Koutieba, postgraduate of Peoples’ Friendship University of Russia (RUDN), Philological Faculty, Department of Theory and History of Journalism. Address: 117198, Moscow, Miklukho-Maklaya str., 6.

Abstract. The article is devoted to the specificity of the reflection of the Syrian military confrontation in the media of Syria, Russia and the countries of the West. To achieve this goal, the author made a selective study of the materials of 1020 publications of Russian, Syrian, Western (American, French and British) media, printed and electronic (“Kommersant”, “Vedomosti”, “Rossiyskaya Gazeta”, “Profile”, “Novaya Gazeta”, “Expert”, “Gazeta.Ru”, “Fontanka”, “RIA Novosti”, Syrian Arab Information Agency SANA, “Thawra”, “Enab Baladi”, “ Al Souria”, “Al-Watan Syria”, “”, “The Washington Post”, CNN, FOX, “The national interest”, “Business Insider”, “Foreign Policy”, “Newsweek”, “The New Yorker”, “The American Conservative”, “Agence France-Presse”, “Le Monde”, “France Soir”, “L’Opinion”, BBC, “The Times”, “Financial Times”, “The Telegraph”, “Prospect Magazine”), published between 2010 and 2018, and selected according to context “conflict in Syria”.
The applied methods are the system-structural approach, the concrete historical method, the comparative method of studying socio-economic phenomena, and the method of content analysis. According to the results of the study, it is concluded that in this conflict each side seeks to give its own idea of  what is happening, and an important information feature is an active information confrontation not only between the direct participants of the conflict, but also in the international arena. In the information war around Syria, a number of prominent world political actors are participating, while the position of the media of the US and individual allies is less objective than the position of the official Russian media, including because of the reasons for sources that do not deserve trust, anonymous messages and “fake” news. The further trajectories of the transformation of the media, primarily the Syrian, depend to a large extent on both the prospects for resolving the armed conflict and on the actual vectors of the world information war, which has an active influence on the armed conflict itself.

Keywords: Syrian conflict, mass media, coverage of armed conflicts, propaganda, media transformation, “fake news”

Text: PDF

For citation: Koutieba A. The interpretation of the Syrian military confrontation by the media of Syria, Russia and the countries of the West. Communicology (Russia). 2018. Vol. 6. No.5. P. 120-132. DOI 10.21453 / 2311-3065-2018-6-5-120-132.

Andén-Papadopoulos K., Pantti M. (2013). The media work of Syrian diaspora activists: Brokering between the protest and mainstream media. International Journal of Communication. Vol. 7. P. 22.
Brown J.D. (2014) .Better one tiger than ten thousand rabid rats: Russian media coverage of the Syrian conflict. International Politics. Vol.51. No. 1. P. 45-66.
Desai D.G. (2016). Military operation in Syria: the specifics of the coverage in the foreign media// In the collection «Russia in the XXI century: factors and mechanisms for sustainable development»: collection of articles of International scientific-practical conference. P. 121-127 (In Rus.).
Harutyunyan L.S. (2017). Specificity of coverage of armed conflicts in the world media on the example of the situation in Syria. In sc. papers “Journalism and society”. Moscow. P. 27-38 (In Rus.).
Imamgayazova D. (2017). Between propaganda and public diplomacy: the framing of the Syrian conflict (2016) in Russian and American state-sponsored news outlets. Communication. Media. Design. Vol. 2. No. 1. С. 21-39.
Klausen J. (2015). Tweeting the Jihad: Social media networks of Western foreign fighters in Syria and Iraq. Studies in Conflict & Terrorism. Vol. 38. No. 1. P. 1-22.
Lasswell H.D. (1927). Propaganda technique in the world war. Cambridge, MA: MIT press.
Martynenko E.V. (2016). The Nature of the information war between Russia and the United States in Syria. Society: politics, Economics, law. No. 9. P. 9-12 (In Rus.).
Meshcheryakov I.V. (2016). Modern technologies of information policy on the example of coverage of the Syrian military conflict by the Russian media. Science of Krasnoyarsk. Vol. 5. No.3. P. 75-92 (In Rus.).
Pantti M. (2016). Seeing and not seeing the Syrian crisis: New visibility and the visual framing of the Syrian conflict in seven newspapers and their online editions. JOMEC journal. No.4. P. 1-70.
Vasilenko S.A., Alyautdinova D.F. (2017). Especially information support operations of Russian HQs in Syria, the world media. Azimuth of scientific research: Economics and management. Vol.6. No. 2 (19). P. 319-322 (In Rus.).
Yessionov N.A. (2018). Specifics of coverage of the conflict in Syria by Russian and Western media. Academy. No. 3(30). P. 54-59 (In Rus.).