Branded Media Text as Communicative-integration Model of Interaction with Audience

¹ Academy of Media Industry, Research Sector, 127521, Oktyabrskaya str., 105-2, Moscow, Russian Federation.
² RUDN–University, Department of Mass Communication, 117198, Miklukho-Maklaya str., 6, Moscow, Russian Federation.
³ RSSU–University, Department of Journalism and Public Relations, 129226, Wilhelm Pieck str., 4-1, Moscow, Russian Federation.

^* Corresponding author: irma-irma@list.ru

Abstract

The development dynamics of information and communication technologies (ICTs), especially network providing expansion of interpersonal and mass communications, radically changes the existing practice of distribution and representation of a media product. Abundant information flows in the Web form interactive competitive communication media that produce a new integrative approach to the creation of modern media models being a cumulative product of journalism, PR, marketing and advertising. An example of such model in Russian media is a branded media text which production is based on a variety of factors, both objective and subjective. Today the scientific community discusses the public adaptation of innovative media text models that could provoke comprehension of its cultural code with its possible retranslation. These parameters provide a competitive advantage and survival of any media structure. However, the conception of consumer’s involvement in a media project at the stage of its creation is often an insoluble problem for journalistic department. Based on the performed studies, authors of this article, on one hand, verify the hypothesis of productivity and functionality of branded media text and, on the other hand, define the reasons for discrepancies in the approaches of leading Russian media to the use of this communicative-integration model.