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October 19, 2026
'Cultural Studies Seeks to Understand What Lies Beneath the Surface of Everyday Things'
Maxim Zhiganov has been exploring different aspects of sound for many years—first in relation to his native Perm and then on a broader, global scale. In this interview for the HSE Young Scientists project, he talks about sound maps, the special issue of the journal Logos, and why it is important to make the familiar less clear and obvious.
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At HSE University–St Petersburg, Experts Discuss How AI Changes Tourist Routes and Cultural Heritage
Neural networks are no longer simple travel assistants; now they decide what to include on the route and what to skip. Artificial intelligence changes how people perceive a place and shapes the image of tourist centres. At the II International Scientific and Practical Conference ’Information Technologies in the Preservation and Promotion of Cultural Heritage,’ researchers discussed who controls algorithmic solutions and in what ways, and whether authentic traditions get lost in them.
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Worldwide, road injuries are the leading cause of death among males aged 10–39. An international team of researchers reached this conclusion as part of the Global Burden of Disease Study 2023, analysing data from 204 countries between 1990 and 2023. Their findings have been published in The Lancet Public Health, with HSE University Professor Vasily Vlassov listed among the collaborators.

 

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Installments, Social Networks, and Tarot Card Spreads: How Loyalty Support Strategies Work in the Modern Digitalized Russian Esoteric Market

International Journal for the Study of New Religions. 2025. Vol. 14. No. 2. P. 175–202.
Zharakhovich M., Anastasiia Semenova, Anna Blinova, Anna Zhukova, Mikhaylova O.

This study identifies strategies for maintaining consumer loyalty among esoteric specialists in Russia’s digital market. Employing a mixed-method approach, we conducted 20 semi-structured interviews with online esoteric practitioners and analyzed 150 Telegram channels (50 each for tarologists, magicians, and astrologers) between March and May 2024. Thematic coding and quantitative content analysis were used to examine loyalty strategies. Results indicate that specialists employ two main approaches: increasing customer engagement through profitable deals, multi-channel communication, personalization, and image-making; and creating value for clients by offering referral programs, client communities, webinars, live broadcasts, esoteric courses, and feedback mechanisms. Notably, webinars and live broadcasts are utilized as part of broader strategies to deepen client engagement and foster community, rather than as standalone tactics. This research highlights how digitalization reshapes loyalty strategies in the esoteric services market, emphasizing the importance of both engagement and value creation.

Research target: Social Sciences
Language: English
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Keywords: social networksesotericismdigitalizationloyalty strategiesesoteric market
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