Социальные контексты рецепции ИКТ профессиями индустрии влияния в 1990—2000-е годы: на примере истории сферы связей с общественностью

Мониторинг общественного мнения: Экономические и социальные перемены. 2023. № 1. С. 204–227.

Abramov R., Mikhaylova O.

Information and communication technologies significantly influence the habitat of the contemporary professionals: labor process, competences, and the public image. To date, there is a plenty of studies which describe how digitalization and ICT affect the professional practices, however there is the lack of research which features the beginning of these technological transformations. Russian-languaged sociological studies of 1990-s almost do not address the everyday routines of the new Russian socio-professional groups like entrepreneurs or the PR industry professionals. Especially in the context of technological innovations (pagers, computers, Internet, e-mail, and the other means of communication). This article suggests the historical and sociological description of the technologies role in the professionalization of PR industry in Russia during the first years of post-Soviet period. For this purpose, the interview materials with the influential professionals in this field are used and the scientific descriptions of the technologies invasion in professional and non-professional life of Russians. Findings demonstrate that during 1990-s Russian PR industry was rapidly absorbing new ICT technologies and fastly adapted these tools for their professional tasks. We come to the conclusion that technological innovations in the professionals` day-to-day life helped to increase the professional prestige among clients and the ordinary people in the country; fastened the communication speed and facilitated the formation of the social relationships with the foreign partners and clients.

Keywords: технологии, социология профессий, ИКТ, связи с общественностью, индустрия влияния, трудовой проект

Publication based on the results of: Social integration in temporal and spatial dimensions: values, strategies and practices (2023)