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Политика расширения коммуникационного поля страны как бренда в дискурсе социально-экономического развития России
Get PDFThe author of the article speaks about the impact of the investment rating on the image of the country and about the peculiarities of forming Russia's brand, comprising some stable non-material assets. The term 'Hallo-effect' is introduced as a positioning instrument used to strengthen the country's image affecting the situation in business and politics. The author also analyzes the problems, resulting from this, in the instruments of sociological measurement proper and the problems of social after-effects of these studies.Рассматривается влияние инвестиционного рейтинга на имидж государства и особенности становления России как бренда, обладающего устойчивыми нематериальными активами. Вводится в оборот термин Hallo-effect как инструмент, применяемый для позиционирования с целью укрепления имиджа страны, способный влиять на ситуацию в бизнесе и политике. Анализируются возникающие в связи с этим как проблемы в инструментах социологических измерений, так и проблемы социальных последствий данных исследований
Social mechanisms of media institutions: The genesis of recipient's preferences
No full textWithin the framework of sociology of media the author explains the behavior of target audiences in the nowadays media environment, analyzes the changing nature of the relationship between the sender and the recipient of the message. The article considers the social mechanisms of the contemporary media institutions and changes in media consumption preferences of different social strata under the growing influence of communication technologies. The author believes that the digitalization determines the audience's need for explanation instead of just information. The virtual reality as a new communication platform becomes a common practice, and the audience becomes its passive participant demanding new ways of realtime access to information. The print media audience is gradually moving from constant reading of one or two mass editions to the study of a large number of specialized media. There is the same trend of the declining share of main television channels in advertising budgets due to the increasing share of specialized network channels. At the same time, advertising budgets are transferred to the mobile platforms for there is a growing need in 'big data' in real time due to the fast development of mobile electronic devices. Tablets and smartphones are attributes of the emerging media ecology that are gradually replacing television for digital generations prefer to watch the same TV content 'outside' the traditional TV environment. © V.L. Mouzykant, 2016
Мотивационная составляющая как эффективное средство современного рекламного обращения
Get PDFThis article deals with the problem of motivation influence on effective contemporary advertising campaigns. The language constructions, music and slogans are considered as an important tool of communication dialogue between sender and receiver of the advertising message.В статье рассматривается влияние мотивации, содержащейся в рекламном обращении, на поведение адресата. Прослеживается влияние языковых рекламных конструкций на диалоговый режим в массовых и бизнес-коммуникациях. Вводится в оборот понятие фирменного (корпоративного) аудиостиля как эффективного рекламного носителя
Эффективное управление коммуникациями как составляющая банковского сервиса
Get PDFThis article deals with the problem of effective management of communications as a part of banking services and its influence on effective contemporary advertising campaigns. The main goal of ATL and BTL advertising in banking activities is to maintain proper relations with the customer. The language of bank commercials has some peculiarities in constructions as well, and selling of Bank products is considered in the article as an important tool of communication dialogue between sender and receiver of the advertising message.В статье рассматривается специфика рекламной коммуникации в банковском сервисе. Прослеживается влияние типа маркетинга и правильного выбора каналов коммуникаций на диалоговый режим с потребителем при продвижении банковского продукта. Вводятся в оборот понятия «пиплметры», «стоимость контакта на тысячу» как инструменты и показатели эффективности рекламного носителя
Социальное измерение современного медиапространства и его контента
Get PDFThe article describes the nature of the relationships between subjects of the modern media space as a part of an open social system. The authors analyze the consequences of growth of media consumption, the Internet influence on the behavior of Russians and methods to measure the emerging media space and social networks.В статье раскрывается характер взаимоотношений между субъектами современного медиапространства, рассматриваемого как часть открытой социальной системы. Анализируются последствия роста медиапотребления и влияние сети Интернет на поведение россиян, а также методы измерения формирующейся медиасреды и социальных сетей
Социологический аспект рекламной коммуникации: современный опыт в контексте мирового тренда
Get PDFThe article describes the nature of the relationship between the researcher and the respondents. The authors prove that reliable and complete sociological information can be obtained in case of establishing equal relations and holding a free discussion between them. The article analyzes the accompanying problems of interrelation between the sociological factors of emergence of advertising as a mass phenomenon and their inseparable connection with mass culture and the mass media.В статье рассказывается о характере взаимоотношений между исследователем и респондентами: авторами доказывается, что надежная и полная социологическая информация может быть получена в случае установления равноправных отношений и ведения свободной дискуссии между ними. Анализируются возникающие в связи с этим проблемы взаимосвязи между социологическими факторами появления рекламы как массового явления и их неразрывная корреляция с массовой культурой и СМИ
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
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