Abstract: Leaning on the narrative analysis of media materials, this articled examines the peculiarities of the narrative of regional literary festival of Robert Rozhdestvensky. Research methodology employs narrative analysis, which being a variety of qualitative content analysis, implies characteristics of the following textual elements: narrator: hero/narrator / author; characters, their types; events (plot functions); type of narrative strategy; time; space; intertext, precedent texts, metanarrative; dichotomies, presuppositions, ideologemes. The object of this analysis is media article dedicated to the regional literary festival of Robert Rozhdestvensky, material publications (345 units) cover the period from June 8, 2007 to December 31, 2019. Four types of narrative elements of discourse of a special event are characterized: personal experience of familiarization with R. Rozhdestvensky’s poetry; national narrative of the Great Patriotic War; history of emergence of his poems in the context of other belongings that were transferred to the museum. Narrative elements within the discourse structure are brief and curtailed. The article explores narrative potential of a social conflict in generating the narrative of a special event in the media. It is demonstrated that the narrative is composed by stories associated with Robert Rozhdestvensky, while the subjects of media discourse are the prominent participants, cultural workers, and narrators. The conclusion is drawn that the narrative and mythological components within the structure of media discourse are attributed to different objectives.

Abstract: The subject of this article is the components of media discourse of a cultural event. Based on the quantitative content analysis and critical discourse analysis of media materials, the author examines peculiarities of the discourse of Robert Rozhdestvensky Altai Regional Literary Festival held since 2007. Analysis is conducted on the quantitative characteristics of publication dynamics (distribution of the material by type of media; by tone i.e. the context of mentioning – positive, negative, or neutral). Characteristic to these media texts is given from the perspective of organization of the discourse: determination of the tone of mentioning and discursive role of the mentioned individuals and organizations – active or passive, representation of communicative events. It is established that the event is covered primarily on the media platforms of regional authorities. Among the most frequently cited subjects in a positive context are the common participants, prominent figures, members of the poet's family, representatives of commercial organizations — sponsors and partners; while in a negative context – political parties, mass media, and administration. An active discursive role characterizes the organizations and representatives of culture and education, among whom are famous actors and authorities, including the governor; less active are the members of poet’s family, political parties, and commercial organizations. Therefore, most discursively active and presented in a positive way are the authorities, organizations and representatives of culture and education. Discursively passive participants are the common participants of a special event. The article demonstrates the positioning of the head of the region within structure of media discourse.

Abstract:  
The subject of this work is the regional conflicts around the allocation of controversial (provocative, outrageous, shocking) advertising. The legal and communicative aspect of the provocative advertising are being examined. The author analyzes the structure of conflicts (subject, object, environment, positions, interests, resources of the parties), their dynamics (characteristic of the conflict stages, explanatory models, incident, escalation, cost of continuation/ending of a conflict), functions, methods of conflict management or resolution (participants’ behavioral strategies and tactics, solution methods, role of government structures). Methodology of the research is based on the structural-dynamic analysis of conflict situations. According to the author’s data, the conflictological analysis of the cases of allocation of advertising structures in the Russian regions has not been previously conducted, which justifies the scientific novelty of the article. The aforementioned conflicts are distinguished by the institutionalized character, anonymous character one of the parties of a conflict, official character of the conflict communication, significant role of government in resolving the conflicts, subject-object model of relationship between the participants. The information motives are initiated by either the state representatives or political/social organizations. Despite the fact that the majority of disputes concern the small businesses, the business representatives do not form an agenda on this matter.