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DOI: 10.15862/29SCSK226 (https://doi.org/10.15862/29SCSK226)

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Borshenko V.V. [The impact of media trends on the development of socio-cultural communication in Russia] World of Science. Series: Sociology, Philology, Cultural Studies, 2026, Vol. 17, No. 2. Available at: https://sfk-mn.ru/PDF/29SCSK226.pdf (in Russian). DOI: 10.15862/29SCSK226

The impact of media trends on the development of socio-cultural communication in Russia

Borshenko Viktor Vladimirovich
Russian Presidential Academy of National Economy and Public Administration, Saint Petersburg, Russia
North-West Institute of Management
E-mail: boss-victor@yandex.ru
ORCID: https://orcid.org/0000-0002-3521-0556
RSCI: https://elibrary.ru/author_profile.asp?id=842885

Abstract. The relevance of this study is determined by the rapid transformation of the Russian media environment under the impact of digital technologies, which generate fundamentally new forms of socio-cultural communication and necessitate a comprehensive understanding of their societal implications. This article presents an in-depth analysis of the influence of contemporary media trends on the transformation of socio-cultural communication in Russia. The study focuses on key tendencies in the digitalization of the media environment, including the rise of video content and ephemeral media, the proliferation of platform-based models, chatbots, gamification, and mediatization of social processes. The methodological foundation comprises systemic-structural and systemic-functional analysis, an institutional approach, discourse analysis, and a comparative method applied to examine both Russian and international media developments. The research material consists of scholarly publications by Russian researchers in the fields of media studies, sociology, and cultural studies. The analysis demonstrates that media trends exert a complex influence on social institutions, cultural practices, the legal domain, political communication, economic processes, education, and citizens’ value orientations. The findings reveal that mediatization intensifies individualism and consumerist attitudes among young people, weakens social cohesion, and necessitates educational and regulatory intervention. Particular attention is given to institutional changes in journalism, the transformation of consumer behavior, media influence on youth audiences, and the construction of Russia’s international image. Based on the findings, recommendations are proposed for the media industry, public policy, and educational institutions aimed at harmonizing technological innovations with socio-cultural values in an era of accelerating digitalization.

Keywords: media trends; socio-cultural communication; digitalization; mediatization; political communication; value orientations; media market; education

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