Institutionalization of political advertising in Russia as a form of professional political communication
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Актуальность проблематики исследования институционализации политической рекламы в России обусловлена качественной сменой коммуникативной парадигмы в политической сфере и соответствующим импульсом к маркетизации политической коммуникации. Исследование опирается на такие теоретические подходы, как теория социальных институтов, институциональный и структурно-функциональный подходы. Базовыми для выпускной квалификационной работы являются концепции маркетинговой и интерактивной политической коммуникации. На основе изучения становления политической рекламы как социального института в России выявляется степень текущей институционализированности политической рекламы как результата профессионализации политической коммуникации и развитости её институциональных компонентов. Подчёркивается важность трудового ресурса и профессиональной субкультуры специалистов по политической рекламе и выполняется рекомендательный анализ на основе изучения данной проблемы.
The relevance of the research on institutionalization of political advertising in Russia is determined with qualitative change in the communication paradigm in political sphere and the corresponding impulse of marketizing of political communication. The graduation research is based on following theoretical approaches: theory of social institutions, institutional and structural-functional approaches. The basic concepts for the graduation research is marketing and interactive political communication. The degree of current institutionalization of political advertising as a result of the professionalization of political communication and the development of its institutional components is revealed basing on the study of the formation of political advertising as a social institution in Russia. The importance of the labor resource and professional subculture of political advertising specialists is emphasized, and a recommendation analysis is performed based on the study of this scientific issue.
The relevance of the research on institutionalization of political advertising in Russia is determined with qualitative change in the communication paradigm in political sphere and the corresponding impulse of marketizing of political communication. The graduation research is based on following theoretical approaches: theory of social institutions, institutional and structural-functional approaches. The basic concepts for the graduation research is marketing and interactive political communication. The degree of current institutionalization of political advertising as a result of the professionalization of political communication and the development of its institutional components is revealed basing on the study of the formation of political advertising as a social institution in Russia. The importance of the labor resource and professional subculture of political advertising specialists is emphasized, and a recommendation analysis is performed based on the study of this scientific issue.