Russian media environment still goes through technological and language renovation. Under the influence of public politics carried out mostly through the mass media the journalistic genre of a column is transformed. For a non-professional columnist his/her social position appears to be more important than the literary abilities and genre structure. This paper points out that incumbent politicians use columns in the media for their pragmatic purposes, and this opportunity itself indicates the change of the status of a journalistic text.
Making a strategy is the methodology of social development in the XXI century. One of the most effective formats of it is a foresight research study. Foresight as an instrument for shaping Public Relations strategy in the domestic and foreign scientific context are investigated first. The article first introduces a number of definitions, raising questions about the methodology foresight research.
Shock techniques are among the most controversial technologies оf influence of advertising on the audience. The article deals with the essence of the concept of ″culture shock", which can be traced to a genetic relationship with the phenomenon of taboo. The article proposes a classification of shock techniques in social and commercial advertising and examines the efficiency of advertising communication of this kind.