Syncretism of Journalism and Public Relations as a Modern Media Communication Trend

P. 131–137.

Yefanov A., Tomin V.

The article provides a theoretical justification for the phenomenon of syncretism of journalism and PR in the modern media space under the conditions of dynamic media and communication processes. The main focus is on the industry's and education's transformations. From the authors' point of view, the syncretism of journalism and PR is explained from the standpoint of the implementation of the functions of agitation and propaganda. It is noted that the propaganda vector of the development of modern media space produces the process of media piaris ation . Two main directions of media piaris ation are distinguished: political and ideological. At the same time, these two vectors do not exclude, but complement each other, having common intersection points. The PR institution is considered to be the functional (but latent existing) successor to the propaganda institution, which, as a result of syncretism with the journalism institute, forms media relations as a fundamental element of public policy, generating a tonality of political disc ourse. These factors ultimately have a direct impact on the transformation of educational standards aimed at training media professionals who must consider modern media realities. One of the achievements is that the Federal State Educational Standards (FSE S) for ‘Media Communications’ already include advertising and informational activities that are absent from the FSES for ‘Journalism’. The authors substantiate that when forming educational programs for bachelor’s and master’s degrees, emphasis should be placed on blogging (or ‘civil journalism’), which has already become an integral part of the media industry field.

Keywords: propaganda, journalism, media space, media education, public relations, media

In book

Dynamics of Media Systems

Vol. I. , Chelyabinsk State University , 2021.