Internet-oriented transformation of current models of public relations in the context of mediatization

For citation: Shilina M., Kravchenko S. Internet-oriented transformation of current models of public relations in the context of mediatization. // Mediascope. 2021. Issue 1. Available at: http://www.mediascope.ru/2681

@ Marina G. Shilina

Doctor of Philology, Professor at the Chair of Advertising, Public Relations and Design, Plekhanov Russian University of Economics (Moscow, Russia); Associate Professor at the Chair of Advertising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia; e-mail: marina.shilina@gmail.com

@ Svetlana V.Kravchenko

PhD in Philology, Associate Scientist at the Chair of Advertising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia; e-mail: svetlanakravchenko05@gmail.com

Abstract

Public relations are among the most relevant technologies for mediating social institutions. The media component of public relations is constantly growing in the structure of professional activity. In the context of the digital economy and the crisis of the COVID pandemic, the paradigms of PR and media are being transformed.

The paper present the results of the analysis of PR models in the context of mediatization context. The Internet as a hybrid virtual public relations and media communication channel provokes their transformation. Transformability of the Internet is ambiguous. Network communication is characterized by the subject-to-subject non-hierarchical users’ interaction and development of horizontal non-hierarchical models. However, these models are both a priori asymmetrical and multi (quasi) subjective. This reflects the anonymous technical actors as quasi-subjects of communication.

In the context of COVID crisis, the Internet mediatization of public relations and media is evolving to the point of saturation. In addition, its social effects seem ambivalent. The paper presents the idea of the Internet-saturated communication.

The proposed understanding of public relations mediatized by the Internet models allows us to use the potential for further study of the scientific problem of the mediatization paradigm.

Keywords: public relations, communicative situation of the COVID-19 pandemic, the Internet, mediatization, communication model, Internet saturation of communication.

Notes

Buman Media i HeadHunter: chem zhivet rinok PR-kommunikatsiy v Rossii v 2019 gody. Issledovanie. [How is the communication market living in 2019]. Available at: https://www.cossa.ru/news/238217

Vartanova E. (2020) Online zhurnalistika segodnya i zavtra. Razgovor s dekanom fakulteta zhurnalistiki MGU Elenoi Vartanovoi // Radio Rossii. 29 maya 2020. [Online journalism today and tomorrow. Conversation with the Dean of the Faculty of journalism of Moscow State University. May 29, 2020. Available at: https://www.radiorus.ru/brand/57073/episode/2395151 

Shilina M.Russia and COVID-19. Interview with Marina Shilina. Available at: https://ytali.com/2020/05/28/russia-and-covid-19-an-interview-with-marina-shilina/

AKMR: XVII Ezhegodnaya Mezhdunarodnaya Online konferentsiya “Rol’ kommunikatsiy i korporativnih SMI v strategicheskom upravlenii kompaniey”. 2020 [ AKMR: XVII International Annual Online conference “The role of communications and corporate media in the strategic management of the company“. 2020. Available at: https://corpmedia.ru/events/?id=301

Hepp A. (2019) Obsuzhdenie kontseptsii mediatizatsii ekspertami v ramkah konferentsii  ECREA Datafication, Mediatization at the Machine Age. Bonnskiy universitet  (Germania). Iz lichnogo arhiva Shilinoi M. [ Discussion of the concept of mediatization by the experts at the conference ECREA Datafication, Mediatization at the Machine Age. University of Bonn. Germany. From the personal archive of M. Shilina.].

Digital in 2020 // We are social. Available at: https://wearesocial.com/digital-2020

NAFI. Tsifrovaya gramotnost rossiayn: issledovanie 2020. [ NAFI. Digital literacy of Russians: research 2020. Available at: https://nafi.ru/analytics/tsifrovaya-gramotnost-rossiyan-issledovanie-2020

Vartanova E. (2020) Online zhurnalistika segodnya i zavtra. Razgovor s dekanom fakulteta zhurnalistiki MGU Elenoi Vartanovoi // Radio Rossii. 29 maya 2020. [Online journalism today and tomorrow. Conversation with the Dean of the Faculty of journalism of Moscow State University. May 29, 2020. Available at: https://www.radiorus.ru/brand/57073/episode/2395151 

Buman Media i HeadHunter: chem zhivet rinok PR-kommunikatsiy v Rossii v 2019 gody. Issledovanie. [How is the communication market living in 2019]. Available at: https://www.cossa.ru/news/238217

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Vartanova E. (2020) Online zhurnalistika segodnya i zavtra. Razgovor s dekanom fakulteta zhurnalistiki MGU Elenoi Vartanovoi // Radio Rossii. 29 maya 2020. [Online journalism today and tomorrow. Conversation with the Dean of the Faculty of journalism of Moscow State University. May 29, 2020. Available at: https://www.radiorus.ru/brand/57073/episode/2395151 

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