The paper examines the Russian practice of usе of large amounts of computer and Internet data, big data, open data, linked data or metadata in public relations. By analyzing the characteristics of the models of PR-communication based on the metadata, the authors capture the essential structural and functional transformation of the professional activity. The paper identified a new format of the information and a new model of PR (metadata model), a new technology and technological cycle of PR, and the prospects for the development of theory and practice. The authors are fixed the potential changes in PR as a scientific knowledge like the transition to the status of science, and the change in the ontological status of public relations like the transition to the status of public sphere.
The article investigates the representation of analytical media content through the use of digital computer and online databases (the so-called data journalism, journalism of "big data", or journalism of metadata, as it is defined in the study). The author reveals the unique features of data journalism as a phenomenon and a process and proves that this format of convergent content represents the opportunities of synergy of formal, logical and associative presentation of information in an interactive online format and appears to be a synthesis of the three types of classical journalistic genres. Online data journalism determines fundamentally new opportunities for the strategic development of media content characteristics and functions of modern journalism as an element of open public governance and the development of science about media (medialogy).
In the article the analysis of genesis and the current situation in Russian PR is given. The author researches the paradigms of new practices of PR and gives new principles and concepts of its current activity.
The article is devoted to the analysis of the views of journalism students from the Faculty of Journalism, Moscow State University regarding the drawbacks of contemporary Russian journalism. The article includes suggestions on how to increase the level of social responsibility of Russian journalists.
The article presents analysis of topical communication models and development trends of the innovative discourse. The key factor for the realization of innovative strategies is the usage of Internet communication. Realization of the interaction between all the actors of the innovative process (state-business-science-audience) in the innovative information environment is secured by institutional mediators – specialists in the sphere of PR and mass media. The author suggests a conceptual scheme of institutional communication research in the inno-sphere – the innovative information sphere, which is based on the understanding of the innovative discourse as a mediation system.
In the article the analysis of the current economic and social innovative discourse is given. The author researches the paradigms of innovative PR (new subjects, objects, etc.) and gives new principles and concepts of the methodology of researches and define a new paradigm of PR as collaborative relations, and new onthological features of PR are fixed.
In the article the results of the innovative approach to creation of the newest theoretical paradigms of the theory of public relations in the sphere of its new subjects is offered for the first time. The author researches these new subjects, such as Academic Public Relations (APR) and Scientific Public Relations (SPR), puts forward a complex of definitions and models in this sphere.
The article considers the specificity of hypertext as a format of information presentation in the Internet. The author introduces the definition of hypertext, classification of this phenomenon, examines the possibilities of its functioning in public relations. The particularity of Internet hypertext consists in the co-authorship between the sender and the receiver in the communication process and the formation of co-participation.
The paper deals with the substantiation of prospective viability of using the institutional communication approach to analyze the present-day situation and the processes in the media sphere. Under this approach, a fundamental category is the information and communication universum consisting of the human knowledge and professional matrices of interaction of subjects producing or sharing such knowledge. The information and communication universum can be divided into arbitrary segments: social (mass), public (specialized) and private (interpersonal) communications. Human relations arising in the process of production, sharing and consumption of various information products are regulated by certain sets of principles, standards and rules which can be referred to as communication institutions. These include the media, advertising, PR, literature, art and others.
The article is devoted to the analysis of the notions “social institute” and “creativity” in relations to the journalism activities. The authors make a conclusion that the mechanism of development of the social institute “journalism” is connected with the individual creative works of professionals.
The article presents the results of pieces of research devoted to the analysis of actual communications of public relations, mentioned in connection with the emergence and development of a new model of Internet communications -Web 2.0 ( 2005). The author suggests an innovative approach to the creation of new theoretical paradigms in public relations and puts forward a hypothesis about the formation of a new systematic paradigm of public relations.