Бакалавриат 2025/2026

Исследования медиа

Статус: Курс обязательный (Управление в креативных индустриях)

Кто читает: Институт развития креативных индустрий

Когда читается: 2-й курс, 3, 4 модуль

Охват аудитории: для своего кампуса

Язык: английский

Course Syllabus

Abstract

The basis of the concept underlying this discipline is the position that a particular individual, who is the main subject of any communication processes, represents a multi-layered, multilevel, ambiguous integrity that arises and develops in contradictory unity with the life world. Without understanding the features of this life world, which shapes a person's personality, it is impossible to build a full-fledged communication model.Within the framework of this discipline, an analysis of the mass communication system and the transformations taking place in this system that arise in connection with industrialization, concentration and integration of communication resources is presented. These transformations led to the emergence of a new conceptual framework, which is based on the idea proclaimed by M. McLuhan, according to which the change of means of communication is the engine of social development, and the media are the central element of human development. By this concept M. McLuhan outlined a certain system that includes electric light, spoken language, writing, roads, numbers, clothing, housing, city, money, watches, printing, comics, book, advertising, wheel, bicycle, car, airplane, automatic equipment, photography, games, press, telegraph, typewriter, telephone, phonograph, cinema, radio, television, weapons and much more. What unites all this diversity is that these are "technologies" or "intermediaries" that make significant changes in human communication with the world around us (both natural and social) and reorganize our way of perceiving the world and our way of life. This discipline is designed to help students understand the confusion of concepts and theories related to media. Students are invited to familiarize themselves with the basics of conducting media research, including mastering the methodological research base, methods and tools used to study the content of mass media, their audience, and the media market; developing an understanding of the goals, objectives and opportunities of media research, as well as the ability to independently prepare a media research program. Students are expected to understand the essence and features of media research and media analysis, including ethical issues that arise during media research.During the classes, students gain experience in structuring the stages of media research, study both traditional methods of obtaining primary information and computer technologies used for big data analytics and cloud computing. Special attention is paid to mastering both general scientific analytical procedures (system analysis, comparative analysis, statistical analysis, factor analysis, discriminant analysis, etc.) and such specific scientific analytical procedures as content analysis, intent analysis, informative-target analysis, semantic differential, etc.