Media Education = Mediaobrazovanie

353-403

Authors: Alexander Fedorov, Emma Camarero, Anastasia Levitskaya

At the beginning of the twenty-first century, the editors of Cinema Art apparently realized that the attempts to transform the magazine into a socio-political one, made at the end of the "perestroika" era and in the 1990s, had not yielded the expected dividends. As a result, the journal returned to the format of a cinematic publication. Hence the increase in the number of theoretical articles on cinema, which in the 21st century averaged eighteen a year. Daniil Dondurey (1947–2017), who directed Cinema Art until 2017, maintained the journal's course towards a sociological understanding of the media process, while attracting leading authors in the field. The film critic Anton Dolin, who replaced him in the second half of 2017, on the one hand re-emphasized political accents and also strengthened passages in the journal texts that opposed the authorities, and on the other hand began to pay much more attention to the genres of mass culture in film. Our analysis of the concepts of film studies (in the context of the socio-cultural, historical, political situation, etc.) in the journal Cinema Art in the 21st century has shown that the theoretical works on cinematic topics in this period can be divided into the following types - Articles, discussions devoted to the analysis of the theoretical heritage of the classics and the history of Soviet cinema (A. Fomenko, N. Izvolov, N. Kleiman, O. Kovalov, E. Maisel, E. Margolit, A. Medvedev, N. Sputnitskaya, V. Shmyrov, A. Shpagin, A. Shcherbenok and others); - Articles attempting to understand the film process from a theoretical point of view (O. Aronson, D. Golynko-Wolfson, E. Maisel, L. Manovich, etc.); - articles devoted to the sociological and cultural problems of cinema, television, and film distribution (O. Berezin, K. Bogoslovskaya, D. Dondurey, D. Golynko-Wolfson, E. Maisel, I. Poluekhtova, K. Razlogov, V. Zvereva, etc.); at the same time, the analysis of the phenomenon of the Internet and virtual reality has become a new theoretical trend of the journal. - theoretical articles on foreign cinema (A. Artyukh, D. Komm, N. Tsyrkun, etc.). In general, Cinema Art in the 21st century, as in the 1990s, offered new interpretations of the history of Soviet and world cinema and tried to find theoretical approaches to the current film process.

413-424

Authors: Sharmila Kayal, Ruma Saha, Lakhan Raghuvanshi

The marketing sector in the recent pandemic of COVID-19 time has seen a massive transformation. In order to retain its consumers, different innovative approaches have been strategized to hold its brand positioning or to sustain its equity in the market. The comprehensive advertising networks globally set in motion the measures with their distinctive magnetism and quipped the branded content is imperative in today’s VUCA world. Branded content is getting more attention and is able to create brand recognition. Consumers tend to like branded content because they believe the content is more consumer focused. There comes the market confront and their struggle to build brand personality because “Advertisements are ephemeral but its residues are rock hard.” The main objective of this research is to understand the trends of digital marketing communication campaigns in the VUCA world related to covid-19 pandemic awareness in India; it explores the consumers’ perception related to the phenomenon of brand communication. The present research finds that, there is a thorough understanding of creative strategies of marketing (advertising/public relations) messages, information, and appeals emerged in pandemic period (Covid-19 and post covid scenario) in today’s imperative VUCA world. This study argues that by adopting the new embedded strategies businesses in this crisis time, companies have emphasized their continued existence and their capability to go on with the delivery to their prospective customers for the same products and value despite the disaster.

436-442

Authors: Ella Kulikova, Victor Barabash, Ludmila Brusenskaya

One of the ecological criteria is a useful variety of linguistic means of expression and a plenty of synonymic rows. In recent decades synonymic rows have been actively replenished by borrowing anglicisms. References to 2025, when new high-quality dictionaries with a list of anglicisms that have no analogues in native linguistic means and therefore allowed to use are unlikely to be correct. If these are standard dictionaries formed by analogy with explanatory ones or dictionaries of foreign words, they will not help solve the problem, and it is also impossible to hope that a "small monograph" with a list of connotations, pragmatic co-meanings, etc., will be written about every anglicism. Therefore, the urgent problem of the article is to identify in general criteria for the necessity of anglicisms. Of course, it is possible and necessary to talk about the benefits (or lack thereof) for each definite word, but some generalizations can be made. This is exactly what is done in this article. Based on the material of modern media texts, it is shown which types of anglicisms and why fully correspond to ecological thinking and can be considered not as a harm, but as a means of replenishing the Russian language. The methods of analysis were chosen based on the integration of deduction and induction, traditional for the humanities, with the methods of sociolinguistics, cognitive science and linguopragmatics.

453-465

Authors: Galina Melnik, Konstantin Pantserev

The article is devoted to the analysis of innovative approaches used in the contemporary media industry and media education. The research is based on a critical analysis of scientific literature, both national and foreign, that point out the facts of the beginning of the use of innovative technologies in the work of editorial boards in the last 5 years, as well as trends in the development of the media sphere, positive and negative factors that affect the quality of the information product. Researchers mainly point out in their articles the trend of the increase of the role of mass media in the society as well as the increase of their influence on the government, social institutions and social groups. Experts also emphasize that the media agenda, professionally generated by communicators, covers a significant number of Internet users and a significant audience of online media. Contemporary researches take into account the key parameters of the information environment – convergence, interactivity, hypertextuality and multiplatform, which give us an opportunity to find new ways for presenting the information. Experts pay increased attention to civil journalists who by their selves study the professions of commentator, reporter, photojournalist, service editor, SMM specialist, SEO manager, content manager, etc. The authors come to the conclusion that in contemporary media studies they mark the fundamental role of the audience in the exchange of information and point out the striving of the media for democratic principles, such as independence, impartiality, relevance and correctness. The functions of providing information, critical assessment, monitoring and participation are assigned to the media. The main competition unfolded for the trust of the audience, the quality of the content and the style of work of the media. Economic sectors are being integrated with the information and communication technology sector. The problem of the predominance of the technological factor over the content factor is raised. On the one hand, automated problems, improved tools, the appearance of infographics and multimedia elements have opened up opportunities for creating a high-quality information product. On the other hand, in conditions of competition and economic instability, representatives of the media industry are forced to balance between the obligation to promote certain values and the need to earn money and therefore simplify the information product, following the unassuming interests of the audience.

473-479

Authors: Frans Sayogie, Deden Dailami Majid, Farhan Iqbal Prasetyo, Fadhlan Rama Nazuli

The study focuses on the construction of gender roles in L-Men advertisements. Using a cultural studies approach and a modified circuit of culture as a methodological and theoretical framework, this study aims to identify how gender roles are associated with production, representation, identity, and consumption. Furthermore, it can facilitate a broad contextual understanding of the Indonesian male identity's complexities and contradictions. L-Men is an Indonesian brand that produces a protein-rich drink that is intended to assist men in gaining muscle mass. The gender roles in L-Men Platinum advertisements are investigated in this study. The study reveals that advertising constructs the identity of ideal masculinity in Indonesian society through representation. L-Men advertising builds a toxic mindset in society, especially for males, by consistently using muscular models or actors in the advertisement. Also, it is stated in every L-Men advertisement from time to time that it still consistently uses the tagline "Trust me, It works", which implicitly instils a perception of its achievement in accomplishing a body goal for its customers. Thus, advertising has become an effective medium for commercializing products and constructing gender roles in society, particularly for men.

492-503

Authors: Yuri Tyunnikov, Marina Maznichenko, Valentina Krylova, Yuri Yurchenko

The purpose of the article, to predict the actual content of teachers’ professional competencies that ensure the productive use of media and digital resources in solving pedagogical tasks, to propose ways to form such competencies by media means. With regard to the findings of the study, the following conclusions were made. A modern educator needs competencies related to the search and selection of media products and digital technologies for solving pedagogical tasks (orientation-constructive), designing an educational process that allows them to realize their pedagogical potential (design), organizing individual and group educational and cognitive activities of students in a virtual environment (organizational), pedagogical communication in a virtual environment (communicative), the use of media- and digital resources in the educational process, taking into account individual requests and special needs of students (inclusive), ensuring the safety of the media and digital resources used by the teacher and students (health-saving), continuous formation and self-development of digital and media literacy and culture (developing), creation of new pedagogical practices by means of integration of traditional, media- and digital means (innovative), ensuring the humanistic orientation of the process of using digital and media tools to solve pedagogical tasks (humanistic). To develop such competencies, it is necessary to involve media: cinema, educational video content, electronic educational resources, etc.