The Year of Science and Technology in Russia as a Factor in Promoting University Brands on the Online Media-Reference-Cited by-同舟云学术

The Year of Science and Technology in Russia as a Factor in Promoting University Brands on the Online Media

Published:2023-03-17 Issue:1 Volume:12 Page:121-137
ISSN:2308-6211
Container-title:Theoretical and Practical Issues of Journalism
language:
Short-container-title:

Author:

Besedina Angelina¹^ORCID

Affiliation:

1. Lomonosov Moscow State University

Abstract

Russian President Vladimir Putin declared 2021 to be the Year of Science and Technology. It was intended to popularize science and increase the prestige of the profession of a scientist. Universities have become one of the main active actors in holding the Year of Science and Technology in Russia. The article examined the media activity of universities associated with the Year of Science and Technology, analyzed newsworthy events and identified the most prominent brands of universities in this context. The media posted the most publications about universities and the Year of Science and Technology in February and December 2021. It was the beginning and the end of the theme year. The study showed that universities actually used the news related to the Year of Science and Technology in their work. At the same time, the leading positions in the information field were hold by the traditional leaders of the media activity ratings (Lomonosov Moscow State University, HSE University, Kazan Federal University). News about famous people who supported measures that were important for all science received the biggest media coverage. The results of the study can be used by modern Russian universities to plan a communication strategy.

Publisher

Baikal State University

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