Media companies face rapidly growing competition and dynamically changing technological trends in the modern business environment, which requires an active investment process, the search for sources of financing and optimization of the financial burden, including taxation. This forces attempts to find new approaches to cost accounting, which is one of the key aspects of financial planning and cost management. At the same time, it is important to understand that accounting for expenses is regulated by the norms of the tax code, accounting, as well as international financial reporting standards. The specifics of media companies’ expenses consist in the presence of many intangible costs associated with various types of media and content for a mass audience supplied by them and the difficulties of calculating their implicit manifestations. This article examines the accounting of media companies' expenses in the current environment, using Netflix and VK as examples. It also conducts a content analysis of the reporting documents publicly available on their official websites.

Keywords: media company, business, expense accounting, stakeholder, content, media.

JEL Classification: M20, L96

For citation: Molodtsov I.N., Danilchenko A.A., Lyakh V.V. Features of cost accounting of modern media companies using the example of Netflix and VK. Issues of Media Business, 2025, vol. 4, no. 4, pp. 5–25. https://doi.org/10.65324/imb001

The article reveals the fundamental differences between digital media and traditional mass media. From the perspective of the structure of digital media, it examines their impact on shaping public opinion and promoting citizen participation in democratic processes. The author provides a detailed analysis of the positive aspects of using digital media for political communication, highlighting their increasing role as communication tools, information channels, and platforms for increasing civic engagement and audience awareness, as well as promoting political mobilization, which is particularly important in a polarized society. At the same time, the negative consequences of using digital media are equally significant: the spread of disinformation, fake news, and various manipulations of political content. The malicious use of information and communication technologies, as well as the involvement of foreign actors in information operations and disinformation campaigns, especially in recent years in electoral processes in many countries, pose a significant threat to national security.

Keywords: digital information technologies, digitalization, digital media, social networks, e-democracy, viral content, misinformation, echo chambers, filter bubbles, cyberattacks.

JEL Classification: M20, L82, L96

For citation: Kasyuk A.Y. Digital media as a tool for shaping public opinion in a polarized society. Issues of Media Business, 2025, vol. 4, no. 4, pp. 26–35. https://doi.org/10.65324/imb002

Digital technologies in the contemporary world are no longer passive attributes of the informational environment but have become active agents of social and cultural reality construction. This article problematizes the central challenges emerging from the displacement of the individual’s capacity to generate meanings and determine informational agendas, as these functions are increasingly transferred to elements of digital infrastructures and platform architectures. Within the dynamics of re-ideologization — understood as the renewed demand for evaluative frameworks of social reality — transnational digital corporations acquire the role of principal actors. Their capacity to shape informational flows, cultural orientations, and normative orders positions them as new centers of ideological authority. The methodological framework of the study integrates J. Cheney-Lippold’s notion of «algorithmic identity», E. Pariser’s concept of the «filter bubble», and N. Srnicek’s theory of «platform capitalism». Digital platforms, through the personalization of users’ informational environments, at minimum generate ideological intentions that structure specific worldviews. This process entails the fragmentation of public knowledge and restricts access to alternative perspectives. As a result, significant risks arise, including the erosion of individual autonomy, the loss of privacy, and the emergence of new forms of social control. A separate section of the article, using the case of global streaming services (Netflix, Amazon Prime Video, Disney+, Apple TV+, and HBO Max), demonstrates how initially innovative media resources have evolved toward standardization and centralization. This tendency has been further reinforced by the expansion of these corporations into the Global South. The analysis highlights the ideological orientation and social focus of the media products disseminated by these platforms. Ultimately, the socio-technical ontology is articulated through the concept of the digital oikoumene at both national and global levels. Digital space becomes institutionalized through the algorithmization of content regulation, a process that simultaneously shapes individual preferences and reinforces global trends of cultural hegemony, thereby setting the trajectories of re-ideologization.

Keywords: re-ideologization, digital reality, streaming services, media consumption, information society, artificial intelligence, platform capitalism.

JEL Classification: M20, L82, L96

For citation: Suslov I.V., Knyzhova Z.Z., Kazakov A.A., Balash V.A. The influence of streaming services on the formation of ideological narratives. Issues of Media Business, 2025, vol. 4, no. 4, pp. 36–44. https://doi.org/10.65324/imb003

The museum acts as an intermediary between history, traditions, knowledge, and man. At the same time, the museum forms a certain type of thinking. The article suggests that the museum can also be considered as a medium (in the context of the tradition of the Toronto School of Communication). The article is devoted to the consistent comparison of the museum, especially its modern form, and the media. Previously, the museum was not considered as a medium. The article presents the conceptual framework of the study. The forms of classical and modern museums are compared: the class museum is equated by the author with traditional media, while the modern one is correlated with new types of media. Among such media characteristics, it is proposed to distinguish: the transmission of information to the target audience; the regularity of broadcasting information; rubrication and orientation to the needs of the target audience. Based on the research of Western media researchers, J. Bolter and R. Gruzin, the media characteristics considered in relation to museum activities are remediation, hypermedia and immediacy. The author gives examples of exhibitions of the Pushkin State Museum of Fine Arts, the State Tretyakov Gallery, the HPP-2 exhibition space, as well as the online Google Art&Culture platform.

Keywords: museum, museum activities, media, contemporary museum, hypermedia, remediation.

JEL Classification: M20, L82, Z11

For citation: Koreneva A.Yu. Media characteristics of the museum. Issues of Media Business, 2025, vol. 4, no. 4, pp. 45–50. https://doi.org/10.65324/imb004

In the context of the dynamic development of digital media and increasing information noise, the search for effective forms of content delivery that can hold the attention of the audience is becoming more relevant. This article is devoted to the analysis of the phenomenon of “cards” — a compact, visually oriented format that has become an integral part of the modern media landscape. The study examines the reasons for the popularity of this format, due to changing patterns of information consumption, the desire for brevity and readability, as well as the dominance of mobile devices. The author analyzes the key characteristics of cards: their brevity, high degree of visualization, interactivity and adaptability to various platforms, including social networks and news aggregators. The author considers the possibilities of using the card format in analytical online journalism. The main function of this format is the effective presentation of complex data, facts and conclusions in an accessible form. The article also considers issues related to the risk of simplification of information and loss of meaning. The author draws conclusions about further development as one of the promising formats of online journalism.

Keywords: cards, media content, digital media, analytical journalism, visualization, interactivity, audience engagement, mobile devices, brevity, information noise.

JEL Classification: M20, L82, L96, Z11

For citation: Avdonina N.S. An overview of cards as a modern media content format. Issues of Media Business, 2025, vol. 4, no. 4, pp. 51–59. https://doi.org/10.65324/imb005

The training of media communications specialists requires modernization given the widespread use of artificial intelligence in editorial practice. To effectively master and apply artificial intelligence in journalism, specialists need a range of competencies that includes technical, analytical, ethical, and communication skills. This article examines current trends in the use of artificial intelligence in journalism using generative and algorithmic methods for creating media content as an example. The relevance of this study is explained by the unprecedented growth in the use of artificial intelligence for creating information products and the significant transformations in journalism influenced by technology. The lack of a clear understanding of the future prospects for journalism, which is undergoing significant transformation under the pressure of technological factors, is drawing the attention of the scientific community to this issue. The article provides a description of the software used in editorial work, assessing its potential for creating immersive experiences and discussing its potential as a tool for overcoming the crisis in journalism. The paper outlines the following thematic areas of research: automation, disinformation, verification and limitations, audience perception of generative information, and ethical management. A significant shift in the topic of academic publications toward discussing the issue of trust in media is outlined. The advantages and challenges of generative tools are weighed and identified. The concepts of «generative journalism», «automated journalism», and «algorithmic journalism» are conceptualized, and the importance of distinguishing between these types of journalism is noted. The need for strict fact-checking and editorial oversight due to the incompleteness, errors, and bias of AI-generated content is emphasized, as is the importance of continually updating knowledge and developing interdisciplinary competencies for the successful integration of this tool into work. The impact of AI anxiety on editorial staff is discussed. A conceptual model for training media specialists is proposed, incorporating a set of competencies necessary for the effective and responsible use of artificial intelligence in journalism.

Keywords: neural network, artificial intelligence, algorithmic journalism, generative journalism, generative content, automation of media processes, ethics of journalism, fact checking, professional competencies, media education.

JEL Classification: A20, L82, L96

For citation: Vinogradova K.E., Melnik G.S. Artificial Intelligence in Journalism: Current Trends in IT Professional Training. Issues of Media Business, 2025, vol. 4, no. 4, pp. 60–70. https://doi.org/10.65324/imb006

Based on a comparative analysis of the Russian marketplaces Wildberries, Ozon and Yandex Market, their functionality, content formats, user interaction methods and approaches to monetization of attention, a new type of communication model was identified in which advertising becomes part of the user experience, and the platform is the most important media channel of our time. It is proved that in the era of marketplaces, media and retail are merging, resulting in the formation of a new format of consumption — retail media, where the user is both a viewer and a buyer.

Keywords: media platform, marketplace, retail, retail media, advertising, e-commerce.

JEL Classification: M20, L82, L96

For citation: Molodtsov I.N., Kim M.D. The specifics of the mediatization of digital platforms using the example of modern Russian marketplaces. Issues of Media Business, 2025, vol. 4, no. 4, pp. 71–77. https://doi.org/10.65324/imb007

In the context of an oversaturated digital information environment, content creators and media organizations increasingly seek effective methods to attract and retain audience attention. One such approach is the introduction of gamification elements — the use of game mechanics in non-game contexts. Today, content often includes competitive and interactive components aimed at boosting audience engagement, particularly among younger users. This article explores the phenomenon of gamification as a contemporary tool for audience interaction across various domains. It examines the origin and evolution of the term, as well as key interpretations found in both Russian and international academic literature. Special attention is given to the implementation of gamification strategies in sports blogging and the sports media industry, where such methods are used for data visualization, the creation of competitive frameworks, and deeper audience involvement in content consumption. Using case studies such as Iskander Yadgarov’s and Die Hard Running Telegram channels, YouTube blogs like Salomon TV and Trail Running School, and specialized sections of the Sports online platform, the article identifies core principles in constructing gamified content. It presents examples of effective use of gamified tools — from integrating statistical metrics into blog content to organizing competitive events on media platforms. It is noted that gamification not only increases user interest and fosters a sense of participation in real sports events but also serves an educational function, enriching the audience’s knowledge of sports. Additionally, the article analyzes behavioral and motivational factors behind regular content consumption. The conclusion emphasizes the significance of gamification in the context of modern media and blogging.

Keywords: gamification, sports blogging, blogger, content, media.

JEL Classification: M20, L82, L83

For citation: Popov S.A. Specifics of Gamification in Sports Media and Blog Content. Issues of Media Business, 2025, vol. 4, no. 4, pp. 78–89. https://doi.org/10.65324/imb008

This paper examines the use of precedent phenomena — stable cultural signs and elements of collective memory — in Russian federal-level news media, focusing on the online publications by Izvestia and Kommersant. The study centers on how these media outlets employ precedent phenomena to engage in dialogue with their audience and shape contemporary Russian media communication grounded in shared historical and cultural memory. The research aims to identify the mechanisms by which national precedent resources are integrated into news narratives and to evaluate their functional role and effectiveness in fostering reader trust and emotional involvement. The object of the study is the political media discourse of modern Russian federal online news platforms, with a focus on specific precedent phenomena and their implementation in media texts. The study addresses the insufficient theoretical and applied exploration of precedent phenomena usage in political media texts, highlighting the need for ongoing systematic analysis of their role in contemporary media. The hypothesis posits that integrating precedent phenomena into media texts enhances audience trust and emotional engagement, thereby increasing overall communication effectiveness and contributing to the formation of a stable, loyal readership community for online publications. Methodologically, the study employs a comprehensive approach combining content analysis, discourse analysis, and intertextual analysis. This enables identification and classification of precedent phenomena, examination of their transformations and functions, and description of the mechanisms for embedding cultural references within the media space. The study contributes to the understanding of precedent phenomena as an important tool of political media communication, facilitating the formation of emotional connection and strengthening the dialogue with the audience. Findings reveal the main techniques of integrating precedent phenomena into media texts, including the use of metacitations, “immersion” in the historical context, the convergence of literary and political narratives, the creation of an emotional background, and the support of audience engagement. Special attention is given to the forms of expressing precedent phenomena: substitution as the most common type of transformation and paronymic attraction as a key stylistic device. The analysis shows that precedent phenomena in political media discourse not only strengthen intertextual and interdiscursive connections but also serve as a strategic tool for productive interaction with the audience and the preservation of cultural memory within contemporary political media communication.

Keywords: media content, precedent unit, historical and cultural experience, cultural memory, cultural identity, national values.

JEL Classification: M20, L82, L96

For citation: Navolotskaya O.V. Intertextual Practices and Precedent-Based Phenomena in Russian Political Media Discourse: Based on Publications from the Online Newspapers Izvestia and Kommersant. Issues of Media Business, 2025, vol. 4, no. 4, pp. 90–99. https://doi.org/10.65324/imb009

The study is devoted to a comprehensive analysis of the processes of media convergence in the regional media in Russia in the context of the transformation of information consumption and the evolution of professional standards of journalism in the first quarter of the 21st century. Based on empirical data obtained during interviews with respondents (heads and employees of regional media, administrators of news communities in “VKontakte” from the Ryazan region), the key trends affecting the formation of the modern media landscape were identified. It was found that the decline in print media circulation in recent years is accompanied by a rapid growth in the influence of social networks, which form up to 70% of the news agenda in the regions. This leads to the strengthening of the clip format of content focused on brevity and virality, which contradicts the traditional principles of depth and analyticity. Media convergence, manifested in the integration of multimedia platforms and digitalization of editorial processes, contributes to the atomization of the professional community: journalists are forced to combine the roles of author, editor and marketer, which reduces the quality of content. The emphasis on quantitative engagement indicators (likes, reposts) transforms the criteria of success, shifting the focus from the social responsibility of the media to commercialization. The study emphasizes the need to adapt traditional media to digital realities through the introduction of hybrid models that combine the immediacy of social media with the expertise of print formats.It is important to maintain the basic standards of journalism — fact-checking, ethical standards and public mission.The results of the work have practical implications for media management, regulatory policy and educational programs aimed at training journalists in the conditions of digital transformation.

Keywords: media convergence, transformation of information consumption, media model, regional media, clip consciousness, social networks, digital transition, media space.

JEL Classification: M20, L82, L96

For citation: Sumin A.E. Features of Media Convergence Process through the Eyes of Professional Journalists’ Community: Regional Aspects. Issues of Media Business, 2025, vol. 4, no. 4, pp. 100–108. https://doi.org/10.65324/imb010

The transition of the national media market to the "attention economy" model has led to changes in traditional media business models, which have affected large state-owned holdings and regional media. The process of verticalization of the media industry, which has gained momentum in the Russian regions in recent years, has led to the consolidation of regional media into media holdings, management optimization and cost reduction for the production of original content. In turn, this led to a decrease in the ability of creative workers to regularly produce copyrighted materials on topical social topics, emphasizing the economic, territorial and cultural characteristics of the region. The article presents the results of a study of the business models of regional media in the Far Eastern Federal District of the Russian Federation. The research method consists of in–depth interviews with editors and senior managers of professional editorial offices. The aim is to identify the most common business models of modern regional mass media. The tasks are to find vulnerabilities in the formulation of concepts of publications, to determine the reserve capabilities of the editorial offices of the Far Eastern Federal District for their development. Conclusions: the prevailing practices of the Far Eastern media are more related to respectable and intuitive business models, which indicates the potential for growth. It has been revealed that in 2023, the trend of professional editorial offices of traditional media to work on social networks has increased.

Keywords: media economics, media management, media business models, digital transformation, regional journalism, innovation in media, content management.

JEL Classification: L82, L86

For citation: Argylov N.A., Lavrishcheva M.S. Modern Business Models of Regional Media in the Far East: Editorial Positions. Issues of Media Business, 2025, vol. 4, no. 4, pp. 109–118. https://doi.org/10.65324/imb011

The article considers such a promising direction of business development as «ecosystem». Ecosystems are a relatively new type of business, localized in the IT sector and rapidly developing. The authors of the article analyzed scientific research by Russian and foreign authors on the issue of the essence and specificity of ecosystems. At the second stage, the authors of the article used the McKinsey matrix as a tool for answering the question «in which direction should a business develop in order to achieve the state of an ecosystem». The McKinsey matrix was redesigned to meet the needs of modern business, which is a significant contribution to science and an increase in scientific knowledge both in the field of ecosystem research and in business management issues. Since ecosystem analysis through the McKinsey matrix is ​a new and unexplored sector, the authors of the article proposed their own definition of «business ecosystem», as well as «vertical» and «horizontal ecosystems», which allowed them to better analyze the advantages and disadvantages of the matrix for ecosystem business. In the final part of the article, the authors demonstrated the new McKinsey matrix: both by the criterion of «attractiveness» and by the criterion of «competitiveness», and also provided illustrative material in the form of an adaptive table of the new matrix. In the conclusions, recommendations were formulated for businesses on the direction of development in order to achieve the state of an ecosystem. The proposals for the media business are formulated as a development of the general business proposals.

Keywords: ecosystem, IT sector, McKinsey matrix, solution ecosystems, transaction ecosystems, limited ecosystem, media business.

JEL Classification: M20, L82, L96

For citation: Rogov I.I., Krechetov I.P. Problems of transforming business into an ecosystem: an analysis of the potential of the McKinsey matrix. Issues of Media Business, 2025, vol. 4, no. 4, pp. 119–133. https://doi.org/10.65324/imb012

At present, the Arctic has become a zone of geopolitical turbulence, where traditional forms of multilateral cooperation have lost their previous stability. Unresolved territorial disputes, the suspension of Russia’s participation in Arctic dialogue platforms, and escalating tensions between the United States and China, as well as disagreements between the United States and Denmark over Greenland, have all contributed to mounting regional tensions and have created conditions for the fragmentation of the Arctic’s geopolitical architecture. Amid escalating tensions among state actors — key players in the Arctic political landscape — and the de-institutionalization of Arctic diplomacy, non-state and creative forms of interaction are becoming increasingly significant, serving as compensatory mechanisms for cultural and identity-based consolidation. This article offers a political analysis of Pan-ArcticVision — an independent cultural initiative launched in 2023 as a transboundary musical project that brings together communities of the Arctic macro-region. Pan-ArcticVision is interpreted as a form of cultural “soft power” generated bottom-up by the Arctic communities themselves. The festival is positioned as a symbolic space of collective action, where the idea of a “pan-Arctic identity” is articulated, emphasizing a shared sense of belonging among residents of Arctic and sub-Arctic states, regardless of their national affiliation. The author examines Pan-ArcticVision as a creative practice that fosters a sense of belonging to the Arctic as a shared socio-cultural space. The study suggests that the use of cultural practices in the context of strengthening public diplomacy — aimed at symbolic resistance to the region’s geopolitical fragmentation — is marked by a degree of ambiguity.

Keywords: creative practices, cultural consolidation, cultural regionalization, pan-Arctic cooperation, Arctic, Pan-ArcticVision.

JEL Classification: M20, L82, L96

For citation: Gomelauri A.S. Creative Practices of Cultural Consolidation: Pan-ArcticVision as a Driver of pan-Arctic Cohesion. Issues of Media Business, 2025, vol. 4, no. 4, pp. 134–142. https://doi.org/10.65324/imb013