Litera - rubric Communication
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Xu M. - The Role of Nonverbal Communication in A.P. Chekhov's Story "The Chameleon" pp. 11-19



Abstract: A writer who creates a work of fiction, using non-verbal means, helps the reader to imagine his characters in the process of communication: to show their emotional state, character traits, attitude to other characters, etc. The article examines the role of nonverbal communication in a work of fiction using the example of A.P. Chekhov's story "Chameleon". Attention is paid to the analysis of those nonverbal means by which A.P. Chekhov implements the individual psychological and social characteristics of the character, reveals his attitude to other heroes. The object of the study is lexical units reflecting the components of nonverbal communication and their functioning in a literary text. The subject of the study was the linguistic means of describing various ways of displaying nonverbal behavior. The paper studies such nonverbal means as visual, tactile-kinesthetic and acoustic, examines how A.P. Chekhov, conveying the appearance of the hero, his gestures, facial expressions, body movements, sounds and intonation of the voice, reflected the inner world of the hero, his social role and attitude to other characters. The following research methods were used: the method of continuous sampling of nonverbal means from A.P. Chekhov's story "Chameleon", the method of analyzing dictionary definitions. The novelty of the work lies in the fact that it presents a functional analysis of nonverbal means of communication encountered in A.P. Chekhov's story "Chameleon", a study of how psychological and social characteristics of the hero are carried out with the help of nonverbal means, his attitude to other characters is revealed. Each of the functions of nonverbal means is accompanied by an example.
Povalko P., Zhang J., Wang Z. - Written ommunication in Chinese on the International University ampus pp. 11-32



Abstract: The article examines the place and role of the Chinese language in the linguistic landscape of the campus of the Peoples' Friendship University of Russia named after Patrice Lumumba. The subject of the study is written public texts in Chinese, posted on the university campus (announcements, signs, posters, etc.). The material collected by the continuous sampling method was analyzed from the positions of the addressees of the texts, their subject matter and multilingualism, and also evaluated from the point of view of compliance with the norms of the Chinese language in the texts. The effectiveness of Chinese-language written communication was assessed using a survey of Chinese-speaking students. The place of the Chinese language in the linguistic landscape of the university campus is described; it is noted that written communication in Chinese on campus plays an important role both in the educational process and in everyday interaction. At the same time, conclusions about the insufficient representation and limited thematic diversity of Chinese-language texts were drawn. Recommendations for improving written communication in Chinese are proposed, which will help optimize the process of adaptation of students from China, increase their awareness, which will generally have a positive impact on the ergonomics of the communicative space, as well as increase the status of the Chinese language in the language landscape of an internationally oriented university.
Baigazanova R. - Situational model of bullying in business communication pp. 17-31



Abstract: The subject of the study is speech activity affecting the participants of bullying situations in the context of business communications; linguistic means of implementing business bullying strategies and tactics when creating a negative media image of companies and persons in the context of information attacks; media linguistic characteristics of texts related to bullying phenomena in business communication (structure, vocabulary, style, etc.); extralinguistic factors influencing the manifestation and perception of bullying in the business environment, including socio-cultural, psychological and economic aspects. The object of the study is destructive verbal content with signs of business bullying placed in open communication channels, including its media and linguistic manifestations. Within the framework of this work, the emphasis is placed on the specifics of the media linguistic analysis of business communication texts in the context of bullying, as well as on external factors that can influence this process. Special attention is paid to the structure of subject-object relations in the practice of information aggression directed against business. The methodology has developed under the influence of modern media linguistics, when an activity-procedural, praxeological approach to the analysis of the media text is implemented. The thematic discourse of business bullying is distinguished by the length of time, complex interactions, and multicomponent structure of the linguistic architecture of media communication, so the basic method was the praxeological transdisciplinary and interdisciplinary integration of research methods, procedures and techniques formed the basis of the work. The relevance of the research is due to the combination of the rapidly changing digital landscape, the social responsibility of business and the need for effective strategies to prevent or respond to bullying cases in business communication. The scientific novelty lies in the identification of linguistic signs of business bullying and the construction of communication models of business bullying. The results obtained can be used both in academic research and in the practical activities of the business community. The author proposes to build communication situational models of bullying in the context of business communication on the basis of subject-object relations, which allow to determine patterns of information aggression, analyze components, specify the role of participants, isolate manipulative practices, build business risk strategies, formulate strategies to combat and overcome the consequences of business bullying.
Syun T. - The peculiarities of international business communication on the Internet pp. 26-36


Abstract: This article examines the problem of business communication on the Internet on the example of the Russian and Chinese languages. The relevance of this research is substantiated by the progressive international relations, and lies in studying the peculiarities of the culture of international business communication on the Internet, namely between China and Russia. Although the economic cooperation between the two countries are rapidly developing, the problem of mutual intelligibility remains acute. In the globalization era, the Internet is crucial factor that effects the specifics of the culture of business communication. The article aims to reveal the peculiarities of international business communication on the Internet, taking into account the specifics of the parties to communication on the example of China and Russia). The subject of this research is the specifics of international business communication on the Internet between China and Russia. The object is the China-Russia business communication via the Internet. The scientific novelty lies in comprehensive analysis of the forms and specifics of international business communication on the Internet between China and Russia. The main conclusions are as follows: business communication on the Internet is affected by such factors as mentality, national traditions, established etiquette norms and rules; the Russian and Chinese business communication on the Internet is characterized by standardization, use of speech patterns, cliché; Russian and Chinese business representatives must have command of both languages alongside broad knowledge on culture and traditions of the partner country, show flexibility manifested in the use of modern technologies of conducting business, namely the Internet and its capabilities.
Bordanova A.S., Plistik O.B. - Integrative voice therapy: linguistic aspect pp. 35-55


Abstract: The relevance of the study of the linguistic representation of psychological practices is due to the need to introduce complex effective methods into the professional use of psychologists, allowing clients to cope with problematic psychological conditions. It is the linguistic perspective of considering these practices, the analysis of the word usage associated with them, that will increase their effectiveness by outlining the image of the linguistic personality. Interjection performs the function of mediation between the verbal and nonverbal levels, acting as an ideal linguistic element for both elaboration and representation of such psychological practice. In turn, research at the intersection of sciences will allow solving topical linguistic problems related to interjections. The article describes for the first time the author's psychological method of integrative voice therapy of O.B. Plistik and investigates the linguistic side of this technique: the features of the use of interjections in the framework of the practice "Human world order in the field of sound", which is the basis for integrative voice therapy. The article analyzes the data obtained during the survey based on the results of a free associative experiment, showing a tendency to the distribution of interjections according to the stratification developed within the framework of integrative voice therapy. The obtained results provide a rich material for the study of the features of the modern Russian-speaking picture of the world and the specific features of the linguistic personality correlated with the respondents.
Kha T. - Current concepts of political discourse in modern Russian and Chinese media pp. 38-46



Abstract: This article is devoted to the analysis of the most important concepts of political discourse in Russian and Chinese media for the modern society of these two countries. The article discusses various approaches to the interpretation of political discourse in Russia and China, reveals their similarities and differences, analyzes the key concepts of political discourse and draws conclusions about the specifics of their functioning in the context of modern leading print media in Russia and China. The relevance of this topic is due to the importance of analyzing and understanding the media environment in Russia and China, which nowadays plays a significant role in shaping public opinion and broadcasting state policy both inside and outside the country. The subject of the study is the most relevant concepts of the mass media of the Russian Federation and China, as well as methods for creating political discourse in these countries. As a result of the study, a list of relevant concepts of Russian and Chinese media is proposed, a list of common and distinctive features of the political discourse of the two countries is given, and the reasons for the uniqueness of the national political discourse of Russia and China, due to their national characteristics, political system, ideology, and finally, cultural differences between the two peoples, are indicated. At the same time, an analysis of the publications of the leading media in the Russian Federation and China showed that the common topics of articles in the two countries are the role of language and state ideology in the life of modern society.
Golubeva V.I., Morgunova O.A. - Targeting by Sensory-representative Systems in Advertising and PR Texts (Experience in Developing a Methodology for MGIMO Students) pp. 101-122



Abstract: The proposed methodology complements the arsenal of the usual methods of segmentation, which is traditionally based on socio-demographic and financial characteristics. It is based on the study of human perception and segments the audience by sensory-representative systems. Sensory-cognitive systems are the most important element in the process of any communication. The success of transmitting, consuming and assimilating information with minimal aberration largely depends on the ability and mood of the audience to perceive the text through one or more channels. In the article, we will first consider the theoretical basis of this method, then give examples and provide an opportunity to monitor the reception of new techniques with the help of control questions. The task of PR practice is to facilitate this process for the audience by applying this technique. By targeting the audience through the leading perception channel and using the studied algorithms, professionals achieve more effective communication by fixing the consumer's interest not only on the information provided, but also on the emotional response. The algorithmic structuring of the communication process, which is an integral part of the methodology, helps to subsequently increase efficacy of PR activities, and reduce the time spent on the production of texts. In addition to obtaining the professional skill of interacting with the target audience, the technique allows one to determine the leading channel of perception by the student himself/herself and to improve the self-organization of their studies and their cognitive process. The use of workshops in teaching opens up new opportunities for personal and professional growth.
Zhen C. - Content strategies of Chinese reality shows in the era of media convergence pp. 103-111



Abstract: The scientific article is devoted to the study of content strategies used in Chinese reality shows during the period of media convergence. In the era of rapid media development and the merging of various platforms, the evolution of content approaches in Chinese reality programs is analyzed. The study focuses on the impact of this evolution on viewers and the role of reality TV in China's cultural and media landscape.The article is devoted to a detailed study of the content strategies of Chinese reality shows in the context of the modern era of media convergence. The authors analyze the impact of technological innovations and changes in the media environment on the development and presentation of reality formats, as well as the reaction of the Chinese audience to these changes. The article examines the various strategies used by producers to adapt to the new demands of the digital era and effectively interact with viewers.The article is based on the analysis of the study of content strategies that are actively used today in modern Chinese reality shows, during the period of rapid development of media convergence. To achieve this goal, a comprehensive methodological approach was applied, including an analysis of the content of reality programs, a review of relevant literature on the topic and interviews with participants and viewers. The study showed the evolution of content strategies in Chinese reality shows, reflecting the decisive influence of media convergence on the production and perception of content. The current key trends and changes in the representation of reality, as well as interaction with the audience, are analyzed. The results of the study can be used to improve strategies for creating and promoting content in modern conditions of media convergence, as well as in the field of cultural studies and media research. The work contributes to understanding the dynamics of changes in the content of Chinese reality shows in the context of media convergence, identifying unique aspects of this process in Chinese culture and society. The study confirms the importance of adapting content strategies under the influence of media convergence and puts forward proposals for the development of more effective content approaches in the modern Chinese media environment.
Wang C. - Ideological literary policy of Stalin and Khrushchev pp. 105-114



Abstract: The subject of this study is the changes in ideological literary policy by I.V. Stalin to N.S. Khrushchev. The article examines the features of Stalins literary ideological policy (concept of socialist realism). This concept, developed in the light of the ideological and political guidelines of the Stalinist leadership and supervision, writers, poets, and critics lost their creative freedom. This was the reason for the formation of the theory of conflict-free behavior in the literature. The author notes that by the early 1950s a new path opened for creating examples of literary creativity, since the new political leader rethought the concept of socialist realism and eliminated Stalins cult of personality. When studying problems related to the analysis of the ideology and political orientations of outstanding statesmen of the USSR, comparative historical and typological research methods were used in the work. To formulate the conclusions of the study, the author used methods such as comparative and descriptive. As a result of the research, the evolution in the ideological and political views of the state leadership on the course of the literary process in the country was revealed, it was concluded that the period of Khrushchevs reign can rightfully be called the time of the onset of the cultural thaw in the details of the writers, poets, and critics. However, factors that seem obvious at first glance, introducing a certain degree of freedom into the creative process, are still accompanied by the inevitable tightening of policies and political supervision over the content of literary works. The author concluded that the cultural thaw that clearly emerged in the country during the reign of Khrushchev turned out to be an incomplete reform, since the content of creativity was still supposed to revolve around the ideas and orientations of the partys activities.
Lityagina E.A., Klimova K.M. - Political and Business Negotiations in Spain: Socio-cultural and Linguistic features. pp. 123-132



Abstract: The article is devoted to the analysis of the specifics and structure of negotiations and discourse in politics and business, some speech techniques and phrases, as well as important details of national and cultural specifics that need to be studied in order to avoid conflicts and misunderstandings. The objectives of this work are to identify the ethno-cultural features of business communication in Spanish during negotiations, to analyze some lexical units and speech structures of the Spanish business language and to describe situations that can lead to conflicts in business communication.The material of the article was scientific culturological works of russian and foreign authors, interviews of political figures and businessmen. The research methodology includes analytical, descriptive, interpretive, classification methods.The scientific novelty of this work consists in identifying and systematizing common verbal and nonverbal features of political and business negotiations in Spain, as well as the linguistic techniques used. It should be concluded that Spaniards definitely prefer verbal communication to non-verbal, try not to focus on audiovisual material and presentations. Analysis of the way of life of Spaniards, national values, traditions, holidays, shows that in Spain there is a huge number of events, festivals which reflects the expressive and creative nature of the Spanish people. Ignorance of the fundamental elements of the Spanish national culture can lead to disagreement in official business relations, so they should be thoroughly studied before negotiations begin.
Chen X. - Structural and semantic features of abbreviation in Russian educational discourse pp. 128-136



Abstract: The object of this research is abbreviation as a way of creating terminological nominations of educational discourse. The subject of the study is the structural and semantic specificity of the termsabbreviations used in the field of educational activity. In the first part of this article, the author characterizes the process of abbreviation, clarifies the content of the term "abbreviation", differentiating it from the concept of "abbreviation", after which such an area of discourse theory as educational discourse is touched upon. Having determined the spheres of influence and interaction of this type of discourse, the author of the article gives a structural and semantic classification of terms-abbreviations, after which, using various terminological and explanatory dictionaries, identifies abbreviated linguistic units of educational discourse. The second part of this study is devoted to the description of abbreviations in the field of education. Having divided the abbreviated nominations into six semantic groups, the author of the article describes them in accordance with the structural classification. The author of the article comes to the conclusion that the majority of abbreviations are acronyms (forty-five units out of the identified sixty abbreviated nominations). The scientific novelty of the research lies in the application of structural and semantic analysis to the abbreviated nominations of the field of education. But, having studied the terms-abbreviations in the context of the relationship between structure and semantics, the author of the article comes to the conclusion that only a small part of the abbreviations of educational activities are familiar to consumers of educational services, and therefore he believes that the broad abbreviation affecting the field of education does not justify itself.
Kozhemyakina V.A. - Ethnophaulisms in the Chinese language as a reflection of racial and ethnic Identity: Issues of political Correctness pp. 137-148



Abstract: The article, written from the standpoint of sociolinguistics and communication theory, examines the concept of ethnophaulisms in relation to the concept of political correctness, and a comparative analysis of ethnophaulisms in Chinese against the background of Russian and English. The object of the study is racial and ethnic identity as the basis of political correctness. The subject of the study is ethnophaulisms in Chinese, English and Russian. The author examines in detail expressive ethnonyms in Chinese against the background of Russian and English. Special attention is paid to expressive ethnonyms in the Chinese language, due to active cultural and historical contacts between the countries. The main conclusions of this study include the following: ethnonyms in different cultures are formed on the basis of signs due to different degrees of historical, social, cultural, geographical contacts; the associative field arising in connection with the use of one or another ethnophaulism is used as a mechanism regulating the manipulative potential of political correctness, which is realized through the substitution of a true communicative intention false. The novelty of the scientific research lies in the fact that ethnophaulisms in Chinese, Russian and English are considered in connection with the problem of political correctness, which was not previously the object of a comprehensive comparative analysis.
Pavlov D.N., Golovanov A.N., Tyrkalova V.V. - Media Narrative: On the Question of Structure and Functions pp. 141-156



Abstract: As a research task, the authors made an attempt to analyze the phenomenon of the media narrative in the structural and functional aspect. The selected research material includes the following phenomena: Soviet posters, publications in the mass media (MSK) and videos (motivational content) posted on the TikTok platform. The subject side of the study includes narrative motifs presented in the relevant materials. The relevance of this scientific research is due to the fact that the media narrative has a large "manipulating resource" and can affect the individual or society. The manipulative "power" of the media narrative is increasing in direct proportion to the development of information technologies in modern society. The research methodology is based on the narrative theory of V. Ya. Propp, which involves the decomposition of the plot into composite invariant motifs. The analysis showed that the motive of struggle in the studied media narratives is the key one, it is repeated in all plot constructions - from the narrative of the Soviet poster to modern narrative forms. The importance of this motive is explained by the fact that it is associated with the goals of media exposure, and the recipients begin to reproduce the motives from the materials studied by the authors in reality. That is, we can say that the audience, consuming information containing this kind of media narrative, begins to become a part of it itself, but in reality.
Tsao P. - Formation of Conversational Skills among Linguists-translators when teaching Chinese as a foreign Language pp. 147-155



Abstract: The subject of the study is the peculiarities of the development of interpretation skills. The object of the study is the formation of oral conversational skills among linguists-translators when teaching Chinese as a foreign language. The study used methods of deduction and induction, comparative, contextual analysis. The author examines in detail such aspects of the topic as the formation of translation erudition, characteristics and methods of teaching interpretation, identification of effective exercises for translators. It is noted that a professional translator specializing in consecutive translation should be fluent in Chinese and Russian, have high stress resistance. Special attention is paid to the development of short-term memory, working out of oral speech. The main conclusions of the study are the need to pay attention to group and individual speech, practice with native Chinese speakers and use authentic materials to replenish vocabulary, apply an integrated approach for the most effective development of hieroglyphs, form a system of extralinguistic knowledge, exercises that allow you to deeply explore the culture and traditions of the Chinese people. The novelty of the research lies in the study of approaches to the formation of oral conversational skills among linguists-translators, the development of methodological recommendations. The importance of articulation gymnastics, which should precede practical exercises, is substantiated. A special contribution to the study is the identification of the functional principle, the classification of authentic training materials.
Romanova N.G. - Genre of Self-Presentation: Practical Results and Typical Mistakes of Students pp. 156-170



Abstract: The article is a study of the texts of self-presentation on the example of a video essay by students. The subject of consideration is linguistic means and techniques, compositional and stylistic features of mediated selfpresentations, the implementation of pragmatic attitudes of speakers in them. The relevance of the work is due to the need to form and evaluate effective methods of teaching the genre of self-presentation as an important component of students' communicative competence in the field of business communication. In the course of the research, general scientific methods of observation, comparison, description, comparative analysis of linguistic material and the linguistic method of interpretive analysis were used. The methodological basis of the work was made up of current scientific publications in the context of the linguistic approach to the phenomenon of self-presentation, including articles on the methodology of teaching the creation of this type of texts. The material for the analysis and evaluation of lexico-stylistic, organizational and pragmatic characteristics of self-presentations were videos prepared by first-year students as part of a special assignment for the course of lectures "Business Communications". To solve the problems of the study, the parameters of the examination of speech works were determined: the presence of an object of self-presentation, the clarity of the target setting, tactical and strategic planning, intra-textual language regulatory means, the presence and relevance of speech creativity, etc. Special attention is paid to the verbal method of positioning. According to the results of the study, the most frequent shortcomings and speech errors, as well as typical problems and difficulties of students in the process of text generation are grouped and described. The degree of success of the implementation of the communicative plan was significantly influenced by the factor of students having professional communication experience. The pragmatic intentions of first-year students presuppose the presentation of qualities corresponding to the stereotypical images of professionals and conscientious employees formed in society. A positive image is created by students by orienting the formulations of the text being created and the factual and axiological series presented in them to the standard requirements of the business environment. At the end of the article, the author's version of a comprehensive methodological solution to the problem of the formation of self-presentation skills among students is proposed.
Bylevskiy P.G. - Culturological approach to the development of a general civil culture of Internet communications security pp. 157-167



Abstract: The problem solved in this article is to determine the possibilities and advantages of a culturological approach to solving the problem of developing a general civil culture of Internet communications security. The subject of the study is the structural and functional features of this culture, and the object is the evolution of the formation of the corresponding complex of beliefs, knowledge, skills and abilities. The topic of expanding from a highly professional to a general civil culture of Internet communications security is considered. The increase in the share and importance of socio-cultural aspects compared with technical factors is analyzed. Particular attention is paid to the substantive aspects of the general civil culture of Internet communications security: the insufficiency of methods for broadcasting rules and relevant examples to a mass audience, as well as the underestimation of the formation of intuitive caution, the ability to recognize threats in a timely manner and respond correctly to incidents. The novelty lies in the postulation of the high representativeness of the security culture of financial Internet services, due to the combination of the mass nature of civilian users and transactions with funds that are highly attractive to intruders. It was here that mass Internet crime was first formed, threats and methods of attacks and, accordingly, security tools evolved. The conclusion is made: the experience of countering "social engineering" in the field of mass financial services is useful as a basis for the formation and development of a general civil culture of Internet communications security, including socio-cultural threats: fake news, disinformation, destructive and prohibited content, and others.
Huang S. - Differences in the Principle of Politeness in Chinese and Russian Linguistic Cultures pp. 176-183


Abstract: The principle of politeness is a means of communication widely used in every society by individuals, but this principle has peculiarities in different cultures. The principles of politeness play an important role in the analysis of the speech etiquette of communicants of different cultures. In recent decades, there has been an increasing interest in their study. Despite the increased interest, no research has yet been conducted on the differences in the principles of politeness in Chinese and Russian linguistic cultures. This article examines these differences on the basis of the principle of politeness of J. Lich and the principle of courtesy of Gu Yuego with Chinese specifics. The characteristic features of Chinese national culture and Russian national culture are revealed through comparison. Compared with Chinese, Russians have different attitudes towards modesty; secondly, the Russian social interaction is much simpler than the Chinese one; thirdly, solidarity relations prevail in Russia, whereas power relations prevail in China; fourthly, China and Russia have different attitudes towards the word《老》 [ lǎo] /old Chinese character 《老》[ lǎo] in some cases is a symbol of wisdom, and when addressing the elderly using the word《老》[ lǎo], respect is shown to the addressee, whereas in Russia this addressing is considered as a manifestation of harshness and rudeness; fifth, Russians pay more attention to personal life than the Chinese. Thus, some principles of politeness applied in China may be considered very impolite for Russians and vice versa.
Bulgarova B.A., Tabatabai S., Elias R., Jomaa K. - Formation of scientific-analytical and communication skills among students of humanities at the international university (Generation Z Humanities Students at an International University) pp. 218-229



Abstract: Today, recruiting organizations, when selecting potential candidates for vacant positions, emphasize the importance of university graduates having developed communicative and scientific-analytical competencies, which are the main components of "soft skills" for students of the humanities cycle, more conducive to the formation of professionalism than "hard skills", due to the shift in society's priorities towards democratization and humanization socio-psychological principles of performance of official duties within the framework of professions. The purpose of this study is to identify methods and techniques for the formation of scientific, analytical and communicative skills at the international University among students of humanities. Intercultural communication in the context of the educational process, on the one hand, complicates the development of these competencies, on the other hand, requires improving the principles of teaching in the context of cultural dialogues, which determines the formation of the studied skills, taking into account the national and cultural specifics of the studied language and communication of the university where the foreign student is studying. These aspects are a prerequisite for successful integration into a potential professional environment. Research methodology: theoretical analysis of scientific literature on the issue under consideration, content analysis, descriptive and comparative methods. The novelty of the research is due to modern trends in improving the "soft competencies" of representatives of all professions in harmony with the global scientific space through the prism of effective intercultural communication. The results of the study indicate a mutual correlation of scientific, analytical and communicative skills, the synthesis of the main components of which contributes to the formation of metacognitive characteristics of students. It is advisable to form the studied competencies through role-playing games, memes, situational tasks, communicative professionally oriented trainings, the method of active problem-situational analysis ("case-study")
Nacharova L.I. - Event marketing as an effective tool for the advertising campaign of the social network "VKontakte" pp. 230-236



Abstract: The subject of this article is event marketing as a tool for the advertising campaign of the social network "VKontakte." It provides an analytical perspective on current trends in advertising and offers specific recommendations for the effective use of marketing tools in the evolving advertising environment. The main focus is on the importance of the social network's interaction with its audience through the organization and sponsorship of various events, as well as the optimization of feedback analysis and the effectiveness of advertising campaigns in the context of digital technologies and social media. The article proposes a theoretical and practical justification for the feasibility of conducting not only online events and activities (forums, discussions, educational courses) but also offline events (concerts in clubs and open venues), as well as organizing events in collaboration with cultural and educational centers in the country. An example of the advertising campaign of the social network "VKontakte" serves as illustrative material to confirm the effectiveness of the proposed approaches. The scientific relevance and novelty of this article are manifested in several key aspects. Firstly, the work considers event marketing as an innovative tool aimed at creating "viral messages" and improving the interaction of the promoted social network with its audience, opening new perspectives in brand promotion and consumer interaction. The second aspect is related to the reverse effect in this case - the influence of social networks on the effectiveness of event marketing. Given the complexity of the nature of social networks, as they simultaneously act as service providers to their users and media channels, the combination of these two functions in the activities of such market participants allows them to leverage many advantages associated with the complexity of their nature, which increases the importance of analyzing the theoretical foundations and possibilities of advertising campaigns.
Tabatabai S., Bulgarova B.A. - The Power of Memes in Crisis: the potential for emotional contagion of memes during a crisis pp. 259-280



Abstract: The subject of the research is the study of the influence of memes during crises. Internet memes as a communication tool and new media languages are able to create and spread emotions that can promote social cohesion, as well as increase social confidence, which is considered vital during crises. Given the importance of Internet memes as a powerful tool to strengthen social cohesion and trust in difficult times, it is important to give an idea of how memes and emotional contagion can be used in crisis communication. The aim of the study is to provide a more complete understanding of the role of Internet memes, especially during crises such as the COVID-19 pandemic, in emotionally affected Iranian social media users. To achieve this goal, the study used a mixed-method approach, content analysis including COVID-19 memes on Iranian social networks and a quantitative survey using a questionnaire developed by the researchers. The statistical sample of the study consisted of 150 Iranian social media users who were randomly selected. The novelty of the research lies in the study of the function of memes in crisis communication and emotional contagion, especially in the context of Iran. The study expands the boundaries and offers new insights into how memes can be an effective tool to strengthen social cohesion and increase trust in difficult times. The focus of the study on the Iranian context also adds to its novelty, as it provides specific information that is not available in the existing literature. The study provides empirical support to politicians, especially Iranians, in tracking public opinion on critical topics, or in managing collective emotions via the Internet and stimulating and mobilizing public action by individuals. Memes can be used for crisis communication and public participation. The results of the study indicate the widespread use and recognition of memories in Iran during the COVID-19 pandemic, in terms of income tax information for expressing feelings and interest. Emotional contagion through memes is moderate and mostly mental, with respondents believing that memes are more effective, fast, and desirable than other types of messages and posts.
Bulgarova B.A., Tabatabai S. - Leveraging the power of internet memes for emotional contagion as effective strategy for environmental communication pp. 281-305



Abstract: The article aims to address the research gap in the field of environmental communication by integrating the advances in emotional influence sciences to understand the mechanisms and pathways via social media by which emotions impact pro-environmental behavior. This research investigates how environmental communication can integrate research's results to design a more effective communication strategy that leads to environmental actions. Hence, the methodology of the article is an exploratory review of previous research on emotion in crisis and environmental communication, particularly on the role of social media and internet memes in promoting pro-environmental behavior through emotions and emotional influence. The findings are organized into three themes. First, we present the theory of emotional influence as a lens that can shed light on the underlying mechanisms in social media that awaken users' sentiments to modify or rectify their environmental behavior as well as entice their engagement in environmental preservation. Next, the main factors affecting emotional contagion in environmental communication are analyzed. Finally, we examine the empirical evidence of pro-environmental communication strategies that were successful under emotional contagion mechanisms. The article concludes that emotional influence by internet memes is a proper strategy, particularly for new generations, in crisis and environmental communication. This research contributes to science by highlighting the significant role of emotional influence and internet memes in environmental communication, emphasizing their potential to influence public attitudes and behaviors towards environmental issues, and providing a comprehensive understanding of how these factors can be leveraged to design effective communication strategies that lead to environmental actions, offering valuable insights for researchers and practitioners in the field of environmental communication and crisis management.
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