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Эффективность массовых коммуникаций
Compiler: Е. Г. Борисова
Chapters
Pirogova Y., В кн.: Эффективность массовых коммуникаций.: Научно-информационный издательский центр МГУП, 2012. С. 67–87.
В статье представлены результаты исследования, в ходе которого были выявлены коммуникационные решения, обеспечивающие эффект синергии на различных уровнях коммуникационного планирования: уровень отдельного сообщения, уровень серийной коммуникационной кампании в рамках одного типа маркетинговых коммуникаций, уровень интегрированной бренд-коммуникационной кампании как коммуникативной единице особого типа, объединяющией различные типы маркетинговых коммуникаций, а также решения, поддерживающие преемственность коммуникаций бренда в ...
Added: February 3, 2013
Language:
Russian
Starchenko A., Toldova S., Типология морфосинтаксических параметров 2023 Т. 6 № 1 С. 130–148
The study focuses on a previously unrecorded model of split agreement in the mirative paradigm in Kazym Khanty. Split agreement is found when comparing active and passive mirative constructions, as well as
in a limited set of uses of non-finite forms. In the passive voice, unlike the active voice, the 3rd person is unmarked and the ...
Added: May 14, 2026
Omelchenko E. L., Гарифзянова А. Р., Мир России: Социология, этнология 2026 № 2 С. 170–193
This article analyzes the situation of Muslims within the Russian penitentiary system. The empirical basis of the study is 74 biographical interviews with former prisoners conducted in three regions of Russia between 2019 and 2022. The analysis focuses on accounts by former male prisoners who identified themselves as Muslims and mentioned Islam and Muslim practices. ...
Added: May 14, 2026
Гарифзянова А. Р., Мир России: Социология, этнология 2026 № 2 С. 170–193
This article analyzes the situation of Muslims within the Russian penitentiary system. The empirical basis of the study is 74 biographical interviews with former prisoners conducted in three regions of Russia between 2019 and 2022. The analysis focuses on accounts by former male prisoners who identified themselves as Muslims and mentioned Islam and Muslim practices. ...
Added: May 13, 2026
Mkrtchyan N. V., Известия РАН. Серия географическая 2026 Т. 90 № 1 С. 231–245
Objective of the study is to assess the provision of all settlements in four regions of the Russian Near
North (Vologda, Kostroma, Kirov, and Yaroslavl oblasts) with social infrastructure facilities and to
analyze whether the migration balance of settlements is associated with varying levels of provision of
these facilities. The study is based on data collected from open ...
Added: May 13, 2026
Tikhonova N. E., Социологическая наука и социальная практика 2025 Т. 14 № 1 С. 81–107
Taking into account the relevance of the problem of euthanasia in the context of the
increase in severe cancer and genetic diseases, the article shows, based on the data of the Monitoring of the IS FCTAS RAS 2024 (N = 2000) and the World Values Survey (2006 and
2017–2022), that in their attitude towards euthanasia, Russians are divided ...
Added: May 13, 2026
Fedorov D., Jezikoslovni Zapiski 2026 № 32(1) С. 23–52
This article describes verbs denoting motion of liquid and dry substances in Slavic languages. The research explores how Slavic languages lexicalize different situations within the semantic field of substance motion and identifies the parameters that drive this lexicalization (e.g., type of substance, intensity and quantization of flow, and causation). Adjacent grammatical phenomena such as argument ...
Added: May 13, 2026
Gabrielova E., Максименко О. И., Социальные и гуманитарные науки на Дальнем Востоке 2026 Т. 23 № 1 С. 241–249
The article presents a diachronic analysis of the representation of women in Russian advertising, based on agitation posters from 1917-1990 and social and motivational advertising materials from 2000-2020. The aim of the study is to identify the evolution of verbal and visual strategies for constructing the image of women in the changing socio-political and cultural ...
Added: May 13, 2026
Velichkov B., Nikolova-Koleva I., Slavcheva M., Shumen: INCOMA Ltd, 2025.
The RANLP 2025 Student Research Workshop (RANLPStud’2025) is a special track of the established international conference Recent Advances in Natural Language Processing (RANLP’2025).
The RANLPStud is being organised for the 9th time and this year is running in parallel with the other tracks of the main RANLP 2025 conference. The target of RANLPStud’25 is to be a ...
Added: May 12, 2026
Shcherbakov R., Мониторинг общественного мнения: Экономические и социальные перемены 2026 № 2 С. 216–235
The aim of this study is to identify factors related to the use of cybersecurity practices among the Russian population. The author considers factors such as socioeconomic status (gender, age, higher education, type of settlement, and financial situation) and ex-perience of exposure to digital risk (the fact of being exposed to risks and declared con-cerns ...
Added: May 12, 2026
Kazun A. D., Мониторинг общественного мнения: Экономические и социальные перемены 2026 № 2 С. 192–215
This article examines how Russians conceptualize the groups most vulnerable to fake news. Drawing on 119 semi-structured interviews conducted in spring 2024, I find clear evidence of the third-person effect: participants believe that disinformation primarily threatens “others” who differ from them on salient dimensions. Age is the most common basis for dividing society into “us” ...
Added: May 12, 2026
Maltseva D., Shcheglova T., Vashchenko V., Социологические исследования 2026 № 1 С. 62–74
The article continues to present the results of the analysis of collaboration networks of Russian sociologists in 2010–2021. It was conducted on the basis of data on co-authorship of scientific articles indexed in the electronic library eLibrary (75,232 scientific publications on sociology). The methodology of bibliometric network analysis implies the construction of several types of ...
Added: May 12, 2026
Кульков А. Н., Tsvetkova M. V., Вестник Томского государственного университета. Филология 2026 № 100 С. 158–173
Впервые делается попытка рассмотреть особенности фанфикшн как акта продуктивной рецепции, возникшего на основе цикла романов Терри Пратчетта о Плоском мире в России. Проведенный анализ показывает, что прежде всего авторы фанфиков стремятся передать стилистику и комическое начало оригинального цикла Пратчетта, вне зависимости от жанра и формата создаваемых ими произведений. Фикрайтеры наиболее часто обращаются к таким форматам, ...
Added: May 10, 2026
Карцева М. А., Peresetsky A., / Высшая школа экономики. Серия WP2 "Количественный анализ в экономике". 2026. № WP2/2026/01.
This study examines the association between health status among elderly individuals living alone and pet ownership (cats, dogs). We employ data from the “Time Use Survey” conducted by the Federal State Statistics Service (Rosstat) in 2019, which contains information on more than 10,000 elderly individuals living alone aged 60 or older in Russia, including data ...
Added: May 8, 2026
Гацковская В. А., Курбатов Д. М., Международная аналитика 2025 № 16(4) С. 158–170
The article analyzes the political discourse (including expert and media discourse) in post-socialist
Central and Eastern European countries regarding the 2024 Russian presidential election.
The authors consider the discourse on Russian electoral processes as a tool for constructing
European identity based on the “friend-foe” divide. The study aims to identify the influence of
domestic political processes in Russia on ...
Added: April 30, 2026
Strizhkova D., / Институт русской литературы (Пушкинский Дом) РАН. Серия B001 "Репозиторий открытых данных по русской литературе и фольклору". 2026.
В базе данных представлена роспись русскоязычных литературных произведений и отрывков, напечатанных в учебниках по словесности, хрестоматиях, книгах для чтения, сборниках стихотворений и рассказов, выходивших во Франции, Германии, Латвии, Эстонии, Болгарии, Сербии в период первой волны русской эмиграции с 1918 по 1939 гг. Датасет представляет интерес для исследователей школьного литературного канона, эмиграции и детского чтения ...
Added: April 22, 2026
Жигунов А. Ю., / Basic Research Programme. Серия HUM "Humanities". 2026. № 1.
The article attempts to describe the features of the educational potential of Russian animation programmes in aspect of the representation of traditional spiritual and moral values. Based on media and semiotic analysis, the method of cultural and historical interpretation, animated Russian projects created from 2000 to the 2025, which were translated on television channels or streaming ...
Added: April 19, 2026
Vorchik A., / Social Science Research Network. Серия SSRN Working Paper Series "SSRN Working Paper Series". 2026.
This article is devoted to the phenomenon of intrinsic motivation, to understand which two models are proposed. We study how positive/negative intrinsic motivation to work (experienced utility) affects worker's individual labour supply (model I) and the amount of effort they exert (model II). In model I, we use intrinsic motivation to explain the positive/negative slope ...
Added: March 15, 2026
Musaev A. U., Vorchik A., / Series Social Science Research Network "Social Science Research Network". 2026.
This paper attempts to model the evolutionary theory of modernization and democratization. The model reflects the key provisions of R. Inglehart and C. Welzel's theory and provides a microfoundation for the adaptation of subjective values to the objective importances of the survival factors and the structure of the labour markets from the perspective of evolutionary ...
Added: February 10, 2026
Dorkhanov I., Sokolov B., / Series OSF "SocArXiv". 2025.
This study investigates the relationship between individual religiosity and attitudes towards immigrants of different religious backgrounds in Europe. Using data from the 7th wave of the European Social Survey (2014-2015), we examine the influence of individual denomination and subjective religiosity level on hostility towards Muslim immigrants and the importance of immigrants’ Christian background. Our analysis, ...
Added: December 23, 2025
Nastina E., Sokolov B., / Series OSF "SocArXiv". 2025.
We argue that a classification-based approach to measuring cultural differences across countries or subnational regions is a promising complement, and sometimes an alternative, to the widely used dimensional method in cross-cultural research. The latter summarises cultural variation using continuous dimensions, for example, Hofstede’s famous individualism-collectivism dimension. However, this approach relies on strong parametric assumptions, which are ...
Added: December 23, 2025
Korsunava V., Sokolov B., / Series OSF "SocArXiv". 2025.
Non-probability web surveys offer several advantages over face-to-face (F2F) interviews—they are cheaper, faster, more accessible, and reduce interviewer effects and desirability bias. As such, they are increasingly popular in both academic and commercial research. However, they often yield demographically biased samples, raising concerns about the accuracy of the resulting public opinion estimates. Most studies on ...
Added: December 23, 2025
Bocharov Y., Вестник Московского государственного лингвистического университета. Гуманитарные науки 2025 Т. 10 № 904 С. 17–24
Various approaches to identifying a communicative strategy share a set of core elements: an underlying intention, the use of verbal and non-verbal means of expression, and communicative orientation. The objective of the present study is to demonstrate, using speeches delivered by Latin American political leaders at sessions of the United Nations General Assembly, how the ...
Added: November 24, 2025
Ustyuzhanin V., Zinkina J. V., Korotayev A., / Series Soc " SocArXiv". 2025.
Research of the impact of kin alloparenting on reproduction mainly focuses on mother’s parents and parents-in-law. The impact on fertility of extended families and the alloparental help with childcare they can provide has received much less attention. Moreover, there is an important lacuna in the existing studies of this problem, as it is mostly approached ...
Added: November 11, 2025
В.В. Чистяков, / Высшая школа экономики. Серия WP7 "Математические методы анализа решений в экономике, бизнесе и политике". 2022. № 9.
Для понимания какого-либо качества, как правило, выбирается, некоторая подходящая для его оценки шкала (скажем, от 1 до 5), и, согласно этой шкале, качеству присваиваются одна или несколько оценок. Эти оценки затем преобразуются в одну, “усредненную”, оценку; например, выбирается среднее арифметическое. Так, несданная сессия с тремя баллами 5, 2 и 5 “характеризуется’’ средней оценкой хорошо: (5+2+5)/3 = ...
Added: November 4, 2025