Contemporary trends emphasize the critical importance of cultivating the ability to effectively manage information flows within the realm of education, particularly higher education, as a fundamental component for the development of digital competencies. Furthermore, the higher education sector must evolve in alignment with global trends and challenges such as digitalization, virtualization, and the advent of artificial intelligence (AI). Emerging models of university governance necessitate an ability to comprehensively identify and address the array of issues confronting society and academic institutions. The rapid advancement of AI technologies is engendering profound changes across various domains, impacting not only technological fields but also education and media landscapes. This paper examines the influence of AI technologies on educational processes, modern journalism, and the information environment, while also exploring the associated challenges and future prospects.

In an analysis of over 200 media industry job vacancies referencing artificial intelligence (AI) skills, we identified key evolutions in employer requirements for candidates between 2023 and 2025. Our findings indicate that proficiency in AI has transitioned from a supplementary skill to a fundamental competency essential for media professionals. Employers now prioritize candidates who possess not only foundational knowledge of AI functionalities and an active interest in the technology but also practical experience with primary tools used for content creation and management. The demand for such roles is predominantly for full-time employment, with the scope of positions requiring AI competence expanding significantly. By 2025, roles encompassing AI expertise include copywriter, social media manager, public relations specialist, and designer, whereas in 2023, these roles were confined to editors and journalists. The repertoire of available positions is also being augmented to include roles such as AI translator, AI editor, AI designer, AI content manager, and AI trainer. Consequently, media professionals are expected to acquire familiarity with these emerging tools and demonstrate capabilities in content creation, editing, fact-checking, and generation. Additionally, proficiency in data analysis and creative ideation are increasingly requisite.

The article advocates an institutional framework for comprehending the function of neural networks in the digital evolution of journalism. Conceptually, five categories of roles are delineated, which may emerge at the present phase of integrating artificial intelligence into media practices. Based on interviews conducted with media executives, journalists, and independent media specialists from regional editorial offices, four institutional stances have been articulated, characterizing the ongoing technological adoption in journalism. The research indicates that a pragmatic and instrumental perspective regarding the function of artificial intelligence in the digital transformation of journalism prevails. Concurrently, it reveals a trajectory from the instrumental application of AI towards a regulated, institutionalized paradigm. This suggests not resistance to technological advancements, but rather a process of their gradual institutionalization within the professional domain of journalism.

The article examines efforts to establish a “new media ethics” that aligns with contemporary conditions. It identifies two primary research domains: firstly, an analysis of discrepancies between professional and ethical standards in journalism and their practical application; secondly, the exploration of solutions to emerging issues engendered by media digitalization. The key factors influencing the professional and ethical landscape of modern journalism are delineated, notably the rise of citizen journalism and the proactive integration of advanced technologies, principally artificial intelligence, into journalistic production. The potential applications of artificial intelligence in journalism are characterized, alongside the associated challenges and risks. An evaluative review of theoretical propositions and existing professional and ethical codes from various countries and journalistic organizations advocating for a “new media ethics” is conducted, revealing a heterogeneous amalgamation of approaches, principles, and norms – ethical, legal, administrative, and related to netiquette. The analysis demonstrates the current impracticality of codifying many of these issues. It emphasizes the necessity of elaborating and differentiating norms and principles within the framework of the “new ethics”, tailored to various regulatory spheres of the media environment, and highlights the importance of an optimal combination to comprehensively address the full spectrum of problems. Additionally, the article underscores the significance of clearly delineating areas of responsibility for the implementation of these norms and regulations in daily journalistic practice.

The article examines the phenomenon of “cancel culture” as a significant aspect of contemporary media ecology. It explores various theoretical approaches to defining this phenomenon, analyzing its key characteristics and operational mechanisms within the digital sphere. Particular attention is given to the dualistic nature of cancel culture, which can serve as both a mechanism for advancing social justice and a form of cyberbullying. Empirical examples are cited to illustrate the diverse outcomes – both positive and negative – of practices associated with “undoing”. The importance of adhering to legal and ethical standards in the conduct of such campaigns is substantiated. Furthermore, the article proposes conditions under which cancel culture could be transformed into a constructive tool for social regulation, emphasizing the importance of information verification, evidence-based practices, and the cultivation of critical thinking among participants.

This article examines charity within the Russian tradition as a socially important phenomenon. It explores the semantic content and lexical forms of the concept of charity in its historical and cultural context, across various stages of development. Special attention is given to how the phenomenon was conceptualized during key historical turning points, particularly in its conceptual framework. It is shown that a shift from a traditionally religious understanding to a more secular one is typical of Russian Enlightenment thinkers of the second half of the 18th century – N. I. Novikov and his contemporaries, as well as N. M. Karamzin. During this period, the word “charity” gained its current meaning. However, in the modern stage of development, the concept of charity is taking on new meanings, accompanied by the emergence of a system of borrowed lexical forms.

In the middle of the 19^th century, the colonial policies of European countries strengthened the tendencies of the Arab national liberation movement. During the same period, Arab cultural life was vividly revived, with the periodical press playing a crucial role as the main platform for the development of different ideological currents and trends. This highlights the importance of this research, as it demonstrates the undeniable role of the press in shaping future events in Egypt. This article explores the role of the periodical press in forming public consciousness in nineteenth-century Egypt. The novelty of this study lies in analyzing how various ideological currents influenced the Egyptian press within the context of the national liberation movement. Its relevance is supported by an interdisciplinary approach that combines historical, political, and media analysis, allowing for a reassessment of the Egyptian press as a fundamental institution in developing Arab public discourse. The goal of this research is to examine the development stages of the Egyptian periodical press in the 19th century, identify the influence of different ideological trends, and assess its role in shaping public opinion during the national liberation movement. The study relies on analyzing primary sources, such as Arabic newspapers and scholarly literature. A comparative method is used to compare official, private, and émigré press. The study adopts an interdisciplinary approach by integrating historical and political analyses.

Foreign reporting plays a vital role in mass communication as well as in the disciplines of area studies, political science, history, and sociology. Nonetheless, systematic comparisons of how foreign events are covered by television channels from different countries remain limited, underscoring the need to broaden this knowledge base. This study examines foreign television news broadcasts from the Czech Republic’s first TV channel across three periods: 1989, 2005, and 2021. The objective is to analyze the preferences in coverage of specific countries by a major Czech media outlet. A content analysis was conducted on 1,608 video news reports. The findings indicate that in 2021, the Czech television news prioritized domestic events, whereas international coverage was most prominent in 1989. Throughout all periods, news stories predominantly focused on European countries, with frequent reporting on Russia, Germany, France, and the United Kingdom. Notably, reports concerning Russia often referenced the country as the Russian Federation without explicitly mentioning its name. The United States consistently emerged as the most frequently covered foreign country across all periods. The modality of the majority of foreign news items was neutral, reflecting adherence to principles of journalistic objectivity.

This article offers a comprehensive analysis of genre and content transformation within specialized sports print media, exemplified through a case study of Russia’s dedicated sports publication, the “Athletics” (1955–2022). The research utilizes a content analysis of 4,220 publications across 180 issues, representing the entirety of the publication period. It investigates evolutionary modifications across multiple dimensions, including genre structure dynamics, thematic development, visual design changes, publication formats, geographical scope, rubric system evolution, and patterns of protagonist selection. Findings indicate notable degradation trends: a marked reduction in genre diversity accompanied by a shift from analytical to brief informational content; a decline in content depth despite continued emphasis on athletic disciplines; the complete disappearance of the multi-level rubric system; and a transition towards a visually oriented publication model. These patterns reflect both the specific evolution of this publication and broader transformative processes within Russian specialized sports journalism during the Soviet and post-Soviet eras. The results demonstrate how specialized media adapt to evolving patterns of media consumption while concurrently experiencing a decline in their distinctive professional identity.

The article examines the representation of Armenianness within television advertising in Armenia. The aim of the study is to identify, through semiotic analysis of advertisements, the signs that construct “Armenianness. The analysis focuses on commercials produced by Grand Candy, Armenia Wine, and Team Telecom Armenia from 2002 to the present. Claiming to depict the Armenian environment, familial structures, products, and values, advertising creates a network of references that collectively construct a generalized image of the “Armenian.” For advertisements that emphasize the national character of their products, it is common to explicitly assert claims that unify the entire society, both past and present, and to delineate Armenianness within specific discursive boundaries. Advertising tends to circumscribe the contexts, histories, and symbols associated with the depicted places and times. The aspiration to evoke national identity frequently generates contradictory images and messages. The connotations of Armenianness conveyed through imagery and narratives originate initially from the sector being represented, then from the fact that the product is Armenian. Furthermore, the underlying mechanism operates similarly to the broader framework of advertising, as extensively described by scholars. The signs utilized in advertising simultaneously transmit meanings related to consumption. In this interplay between the consumer and the nation, the national is frequently transformed into a myth of equivalence.

This paper presents a theoretical and methodological review of prevailing approaches to conceptualizing the book as a form of media within Western social sciences and humanities. It analyzes three primary scholarly perspectives: media theory, historiography of the book, and a sociological framework that integrates the sociology of texts with the cultural history of reading and book production. Each approach exhibits distinct interpretations of the book’s role: as a medium influencing perception and culture (media theory), as a catalyst for social transformation (historiography), and as a constituent of communication systems distinguished by its materiality and social context (sociological perspective). This comprehensive review aims to elucidate methodological divergences and convergences in the scholarly understanding of the book as media.

This paper presents the findings of an empirical investigation into the conflictogenicity of multimodal media texts. The study has a dual objective: first, to conduct a psycholinguistic analysis of how Telegram posts are perceived by youth within the context of debates on labor migration; second, to develop a typology of semiotic indicators that provoke conflict. The primary method employed is a survey involving 102 students from various faculties at a single university. The results suggest that conflict-provoking meaning is primarily mediated through verbal indicators, which frame the interpretation of relatively neutral visual and auditory semiotic resources. The authors systematically categorize linguistic and semiotic conflict-provoking indicators in multimodal texts directed at a mass audience on Russian Telegram. Findings indicate that linguistic conflict indicators are predominantly expressed through lexicosemantic and grammatical units that polarize “us” versus “them”. It is also demonstrated that linguistic resources alone are sufficient to convey conflictual meanings. The study concludes that the cognitive mechanism underlying conflictogenicity in multimodal posts is a semantic disparity among verbal, visual, and auditory cues. The proposed typology of conflict indicators offers a useful framework for further research into the construction of conflict meaning and the development of critical skills for analyzing multimodal digital content.

Over the past decades, the study of storytelling has garnered increased attention from both communication practitioners and researchers. The application of storytelling across various domains continues to expand, as evidenced by the growing volume of scholarly articles and publications on this communication phenomenon. This work provides a comprehensive examination of the concept of story within storytelling, presenting for the first time an integrated analysis. Based on an analysis of diverse definitions from practitioners and scholars, a general definition is proposed: “a story is an emotionally charged compilation of facts that hold specific value for the audience.” The author explores the potential of stories to influence audiences, emphasizing their capacity to inform, educate, unite, persuade, engage, entertain, inspire, and motivate. The paper categorizes stories according to their documentary and hyperbolic nature, their communicative context (socio-cultural, business, family, friendly, personal), demonstration methods (verbal, non-verbal, creolized; analog and digital), and the platforms used (cross-media and trans-media). A review of classical and contemporary approaches, models, and techniques for story creation is provided, alongside various requirements and principles for producing high-quality stories. The paper also investigates aspects of evaluating storytelling effectiveness, highlighting additional factors such as context and narrator actions that influence communication quality. Finally, common errors in story creation are identified and discussed.

A primary objective of contemporary media education is the establishment of specialized “media classes” within comprehensive schools. These programs are designed to foster student creativity, cultivate essential digital competencies, and sharpen critical thinking skills. This article evaluates both positive and negative trends in the implementation of supplementary journalism education in Novosibirsk from the late 20th to the early 21^st century.

The study aims to synthesize historical pedagogical experiences in elective and extracurricular journalism to develop a conceptual framework for modern school media curricula. To achieve this, the paper offers a comprehensive typology of urban youth media outlets during the review period and analyzes the structural content of journalism courses introduced in Novosibirsk in the 2000s. Through this analysis, the author identifies several systemic challenges inherent in supplementary school programs. Key issues include the lack of standardized requirements for curriculum development, the absence of a unified classification for specialized teaching methods, and inconsistencies in the types of assignments used to foster students’ creative potential. Additionally, the study emphasizes the importance of a tangible final media product as a measurable outcome of the learning process.

The author concludes that addressing challenges related to thematic selection, lesson formats, and instructional techniques in elective courses is essential for the success of today’s media education. By tackling these core issues, the study offers practical insights for school press center directors and supplementary education instructors, helping them create more effective, high-quality programs for the next generation of media professionals.