Подготовка специалиста по рекламе и PR в контексте концепции "мягкой силы".
The article discusses the role of socio-cultural advertising discourse in the process of advertising exposure. Advertising impact is defined as the soft handling. Disclosed its features in terms postpostmoderna
The EU as a model of soft power has a powerful attraction in the world and even a much more influential one in its near abroad. The EU has an interest in promoting its model as a contribution to good governance, democracy, economic prosperity and security, which are essential pre-requisites to and effective regional cooperation framework. It also has a major interest in continuing to preach the merits of sharing sovereignty as a necessary condition to tackling many of today's global problems such as sustainable development, poverty, the environment, transnational crime, and more recently, the economic crisis. Since its inception, the EU has also become the largest trading block and aid provider in the world which gives even more weight to its international role.
European Union is on the crossroad in its relationship with BRICS. It must not fail to make a good choice. Different scenarios of relationship are feasible. The most probable are discussed in the paper. The author shows that the competition scenario will damage interests of the European Union and its member-states. She strongly lobbies a choice for cooperation scenario, showing it benefits for the both sides and world development. At the same time she urges to overcome existing prejudices, disbelieves and lack of trust.
Offers its readers an article is a concise statement of the hypothesis on the possible conceptual foundations of information law of the digital age, that is the system of control in relationships, which must inevitably arise in the expanding penetration of information and networking technologies in the life of modern society. This vision of information law as the law of cyberspace, the Russian equivalent of English Cyberspace Law, was first presented by us January 27, 2000 at a conference on actual problems of information law at the Moscow State Law Academy. OE Kutafin. If you submit that information and communication networks - is not just a new means of communication, and the new habitat area of human civilization, a new sphere of human activity and the scope of the new law, it is easy to understand that the information law should have a special method of regulation, because regulation of the public relations, first of all, will be carried out in cyberspace.
The paper analyzes the basic principles of interaction between government agencies and involved PR organizations, identifies goals and objectives of media campaigns, and compares the modern Russian practice with the experience of other countries.