The article summarizes the results of a large study of the topics and issues of scientific publications of mass communication, journalism, and media. According to the methodology developed by the author, thematic groups of key-words extracted from the texts of three scientific journals are identified and in-vestigated - "Theoretical and Practical Issues of Journalism", "Mediascope" and "Communication Studies (Russia)". A table has been constructed showing the re-search results for each of the analyzed journals and the totals for five journals, including those listed and two more: "Tomsk State University Journal of Philolo-gy" and "Bulletin of the Moscow University. Series 10. Journalism". The graphs in the article reflect the structure of keywords by thematic groups, ranking by the number and proportion of keywords used by the authors in the overall structure and structure of each journal. Based on the results of the study, conclusions were drawn and a scientific discussion was proposed. Some of the conclusions: the the-matic groups "General Theoretical Issues of Journalism and Media Theory", "Artifi-cial Intelligence", "Online Media, Internet Media", "Interdisciplinary Research" and "Advertising and PR" were in the first places. The following themes have practically disappeared from the researchers' field of attention: "Traditional Media (Periodi-cals)", "Visual Media. Photojournalism. Design", and "Journalism Genres". The top-ic of values and the axiology ofjournalism needs more attention from researchers. There were no keywords in scientific articles that could be organized into separate thematic groups related to information warfare, the work of war correspondents, propaganda and counter-propaganda, and the understanding of journalistic activ-ities in the context of a special military operation. The study of the problem needs further monitoring of keywords in order to actualize subsequent scientific research in the scientific field "Mass Communication. Journalism. Mass Media".
The article examines the role of the United States Information Agency (USIA) in the implementation of American foreign policy objectives abroad. The main stages of the agency's history, its functionality, structure, tasks and mechanisms of their solution are described. The author also refers to archival materials that had not previously been put into scientific circulation, in particular, to the closed analytical materials of Soviet correspondents who worked abroad and had access to press releases and open docu-mentation of the USIA. This analysis is of particular value because journalists, being me-dia professionals themselves, highlight the agency's strengths and weaknesses, provide valuable quantitative indicators, and share their own opinions and those of foreign col-leagues. With its extensive network of media resources, USIA has been steadily expanding its presence in the global media space. The agency had not only its own media, but also libraries, film and television production departments, supervised educational programs and helped establish contacts with opinion leaders in different countries. Special status opened up wide opportunities for promoting the American point of view on international events, and the fact that the information prepared by the agency was not supposed to be distributed in the United States would allow us to talk about a targeted information policy towards the audience of other countries. Despite the fact that the agency officially ceased to exist in the late 1990s, the information impact system it established is still in effect.
The article examines digital inequality in two large multicultural states, Rus-sia and India, in the context of ongoing digital transformation. The relevance of the study lies in the fact that in multicultural, multi-ethnic and multiconfessional societies the digital divide affects not only access to information and communication technologies, but also the preservation of language, cultural identity and the participation of small ethnic groups in the contemporary communication environment. The purpose of the article is to iden-tify common trends and country-specific features of digital inequality in Russia and India through a three-level model of the digital divide that includes access to the Internet and ICT, digital skills, and the benefits gained from the use of digital technologies. The research is based on a comparative analysis of current theoretical approaches and on the interpre-tation of recent statistical data on digitalization, communication infrastructure and digital inclusion. The study demonstrates that both countries still face regional, social, linguistic and cultural barriers, which are especially visible in relation to small ethnic and language communities living in remote or less developed territories. The article concludes that, de-spite consistent public policies aimed at reducing digital inequality, unequal access to ICT, unequal patterns of use, and unequal opportunities to benefit from the digital environ-ment remain a pressing issue for small peoples in both Russia and India and require inte-grated infrastructural, educational and sociocultural solutions.
The article analyzes the specifics of video game advertising in the Russian market in the frames of global marketing practices and cultural adaptation strategies. The relevance of the study is conditioned by the rapid growth of the Russian video game market, which reached 187 billion rubles in 2024, the signifi-cant expansion of the gaming audience (over 106 million people), and the need to comprehend the transformation of advertising communications following the ge-opolitical changes of 2022. The purpose of the study is to identify and systematize key cultural adaptation strategies employed in video game advertising in the Rus-sian market, and to assess their effectiveness in the context of local digital ecosys-tem formation. The methodological framework encompasses content analysis of ten video game advertising campaigns implemented on Russian platforms (VK Play, RuStore, Yandex.Direct, Telegram) during 2022-2025, supplemented by analysis of publicly available data on advertising budgets and conversion metrics. The empiri-cal base covers both international products (Genshin Impact, PUBG Mobile, Honkai: Star Rail) and domestic titles (Smuta, Atomic Heart, Skazki Staroy Rusi). The study reveals that the Russian video game advertising market is forming a unique model combining elements of global promotion standards with pronounced national and cultural specificity. Three key cultural adaptation strategies have been identified: linguistic-cultural localization of advertising content accounting for linguistic and value-based audience characteristics; integration into local digital platforms using their specific advertising tools; and appeal to national cultural narratives and his-torical heritage. The practical significance of an integrated approach.
Television news remains a popular format, demonstrating stable ratings and serving as a significant information resource, uniting broad groups of people around key local and global events. The choice of the main news story for the day plays an important role in attracting viewers' attention to the TV program and influences the agenda. This article analyzes the main news stories from the final news programs of five TV channels: Vremya ("First Channel"), Vesti ("Rus-sia 1"), Events (" TV Center"), Segodnya ("NTV"), and Novosti ("REN TV"), which are included in the first and second multiplex. A thematic and formal analysis of these stories was conducted, taking into account parameters such as the signif-icance and novelty. The study revealed that producers have various approaches to selecting the topic and format of the initial material. Three main approaches were identified. The & laquo;state-patriotic & raquo; approach is typical of the largest TV broad-casters, such as Channel One, Rossiya 1, and TV Center, which often prioritize foreign policy issues and events related to a special military operation in their programming. The NTV channel demonstrates a & laquo;pluralistic & raquo; approach by offering a wide thematic and formal diversity. REN TV employs a & laquo;socially sensational & raquo; strategy, focusing on human-interest stories and events from criminal and legal sphere. Despite the differences in editorial approaches, the most important crite-ria for choosing news remain novelty and relevance. The article raises questions about the uniformity of the information presented by the leading Russian televi-sion channels and opens a discussion on the appropriateness of existing methods.
