Abstract: The subject of this research is the analysis of Daniel Arsham's marketing strategies in the field of art. The object of the research is the promotion of art in the context of social media. This paper deeply examines various aspects of the topic, including how Arsham overcomes the traditional time and space constraints of exhibition activities, using a combined online and offline approach to expand the audience and increase the visibility of his works. Special attention is paid to the use of social networks to interact with the public, whose impressions are enhanced by creating a unique experience of art perception. The study also analyzes Arsham's strategies for establishing links with business media, contributing to the promotion and increase of the commercial value of his works. The author notes the innovation and practical applicability of these marketing strategies in the art market, emphasizing their positive contribution to the formation of Daniel Arsham's art brand. The research methodology is based on an integrated approach that includes case study, observation, content analysis and interdisciplinary research methods, which allows for a comprehensive analysis of art and its marketing aspects. The results of the study show that Arsham has successfully increased the recognition and commercial value of his art through innovative marketing strategies, harmoniously combining art and business. The contribution of this research consists in an in-depth analysis of Daniel Arsham's marketing approaches and their impact on the branding of his works. In addition, the work illustrates the effectiveness and innovation of these strategies with concrete examples. The novelty of the research lies in the emphasis not only on Arsham's artistic work, but also on his use of marketing strategies to promote his work and form a personal brand. This interdisciplinary perspective provides a new theoretical framework and practical guidance for the art market and represents a significant revelation for artists and art professionals.

Keywords: fan engagement, digital age, artists, personal branding, art promotion, art market, social media, cross-border collaboration, online marketing, Daniel Arsham

Abstract: The article examines the issue of the formation of a new reality through Internet culture. The subject of this work is the nomadic model of the World Wide Web. The object is modern news programs presented on the Internet. The purpose of the study is to identify patterns that influence the formation of a new genre of media as a way of communication in the Internet environment. The peculiarity of the Internet device allows us to develop the concept of a viewer-author due to a high level of interactivity. The presence of a multitude of information expressed through an uncontrolled nomadic model creates an atmosphere of a new "reality" based on false freedom and pseudo-trust. In addition, the creation of a "virtual double" by the viewer contributes to the manifestation of hidden emotions and antisocial behaviors as a manifestation of the archetype "Shadow" (K. Jung). The article puts forward a hypothesis: the peculiarity of the Internet networks, expressed through the nomadic model, creates a platform for the realization of the unconscious viewer.  This work is based on the nomadic model of culture developed by philosopher J. Deleuze and psychiatrist F. Guattari. Through the concept of psychoanalysis by K. Jung and J. Lacan examines the concept of the unconscious, as well as the "virtual reality" of S. Zizek, necessary for the most complete analysis of the transmission of information through Internet genres. The relevance of the research is emphasized by the need to comprehend the processes of constructing reality in the Internet network, through new information genres, in conditions of high interactivity. The novelty of the work lies in a new theoretical understanding of the experience of receiving and transmitting information via the Internet, one of the main participants of which is the viewer himself. The analysis of information production methods becomes especially necessary in conditions of reduced data moderation, which leads to the spread of false information in modern society. The author's special contribution to the research of the topic consists in the analysis of information and analytical programs, in particular "Caution: News", presented on the Internet platform. The main conclusion of the conducted research is the confirmation of the scientific hypothesis: the Internet environment is a nomadic model, which is a platform for the realization of the unconscious viewer.

Keywords: The nomadic model, News, Communication, Information programs, Media, Television, The Internet, The unconscious, Rhizome, The reality of the virtual

Abstract: The article examines the features that characterize media culture in recent decades: emotionality, anonymity, the need for "detente" and compassion. It is proved that the mechanisms of the media environment determine the popularization and dramatization of the information flow. Using the example of the role of hayter, it is shown how the conflict between taboo emotion and the need to speak out leads to socially disapproved behavior; the role of the troll is also actualized in a socio-psychological context. The article considers the emotionality of modern media culture as its integral component. Its products are a large number of neologisms–memes related to emotions, degrading forums and the fight against offensive content from corporations. Anonymity is considered as a possible reason for the decrease in empathy, dehumanization and deindividualization of the user. It is the popularity of this opportunity in the last decade that allows us to talk about a new social demand for security and freedom of expression; the reverse side of the latter is harassment, offensive statements and victims of Internet hatred among marginalized groups of the population. Using Ten van Dyck's discursive analysis of the mass media, we show that a low threshold for entering the media space does not guarantee the undermining of the status quo at all: on the contrary, the low importance of the cognitive element popularizes rumors and conspiracy theories, often confirming arguments of intolerance and xenophobia.

Keywords: trigger, trolling, hater, affective capitalism, society of impressions, media culture, emotions, emotional capitalism, medialogics, anonymity

Abstract: Сhatbot based on artificial intelligence is a comprehensive research and educational tool for Russian language teachers and Chinese students studying Russian language and culture. This article is devoted to the issue of integrating a chatbot into the educational process as part of the study of the Russian language by Chinese students. The possibilities of using a chatbot in the aspect of RFL in face-to-face and remote formats are considered, and its advantages and disadvantages in acquiring specific practical skills, in particular, when studying Russian numbers, are identified. The purpose of this research is to study the possibilities of using a chatbot to identify the meaning of language units and the correctness of grammatical structures, as well as cultural characteristics in the process of teaching Russian as a foreign language. The research method is to analyze the correctness and usefulness of the chatbot's (ChatGLM) responses to questions related to the Russian language and culture. The scientific novelty of the study lies in the consideration of practical aspects of using a chatbot for studying the Russian language and culture. The results of this study show that the chatbot is a useful tool and allows you to practice language, ask questions in Russian and Chinese and receive answers from the system. To a limited extent, the chatbot can correct errors, suggest correct phrases and help students improve their foreign language communication skills. Machine learning methods and technologies, such as the chatbot, can be used to improve foreign language skills in the context of cross-cultural communication if treated judiciously. The results can be used to create methodological developments in the field of Russian-Chinese intercultural communication, as well as in the process of learning relevant languages.

Keywords: language and communication, international education, Russian Chinese numbers, practical aspects, intercultural communication, RFL, Chinese students, Learning Russian language, language model, chatbot

Abstract: Russian Culture Day, celebrated in most of the countries of Russian emigration on the birthday of Alexander Pushkin, is the subject of the study. In the article, this celebration is considered not as a narrowly cultural event, but as a national holiday, that is, an event whose value is recognized by all members of the nation who, as spectators or participants, are involved in the celebrations. Special attention is paid to three key functions of the holiday: uniting, protecting young people from denationalization and maintaining a sense of collective dignity. Other functions are also considered, the most obvious of which are entertainment and educational, but these three influenced the formation of a special emigrant identity. It is demonstrated that despite the remaining differences, different political forces took part in the preparation and holding of the holiday. At the same time, the view of the historical significance of Russian culture and the role of Pushkin could differ, but the controversy remained within the framework of the holiday, which served as a platform for communication. Special attention is paid to the press and its influence on the formation and development of the Day of Russian Culture. The text notes that the Day of Russian Culture was a phenomenon of "white emigration", expressing its values and aspirations. This celebration existed and consolidated the "white" emigrant mythology, one of the key characteristics of which was the belief in a speedy return to their homeland, "liberated" from the Communists. The victory in the Second World War of the Soviet Union, led to the disappointment of emigrants in this idea. Also at the end of the 40s, the "second wave" got into emigration, which was very different in its abilities from its predecessors. These factors predetermined the fading and disappearance of such an important symbol of "white emigration" as the Day of Russian Culture.

Keywords: national holiday, St. Vladimir 's Day, Paris, youth education, Harbin, national identity, V.A. Maklakov, emigration, Day of Russian Culture, A.S. Pushkin

Abstract: The subject of this research is the images of game and gamers. In the space of literary work, they are arrayed in metaphorical and often demonic raiment, receiving moral-ethical interpretation in one or another way. The problem of game and gamer in criticism was regarded by Y. Mann (“On the Concept of Game as a Literary Image”), V. V. Vinogradov (“Style of the Queen of Spades”), E. Dobin (“Ace and Queen”, A. Pushkin’s “The Queen of Spades”), R. Caillois (“Games and People”), British writer and researcher of online games R, Bartle, American scientist Nick Yee, and many others. However, juxtaposition of literature sources on the topic to the research in the field of computer games is conducted for the first time. The scientific novelty consists in the comprehensive examination of the psychological game of the gamer based on the material of Russian literature (A. S. Pushkin “The Queen of Spades”, V. V. Nabokov The Luzhin Defense”) , as well as the modern computer games practice, in which psychological type of the gamer found its realization and development in accordance with genre diversity. Even the Russian classical literature depict game as an autonomous space that encompasses the gamer, and often has devastating effect on their personality. The author also observes an important characterological trait of the gamer: the conceptual, “literal” perception of the world, which is based on the reception of visual images of the world against verbal. Therefore, the Russian literature alongside the research practice of modern videogames from different angles approach examination of the images of “game and gamer”, cognize the factors and consequences of the problems that emerge in this object field, as well as seek for their solution. The data acquired in the course of the conducted comparative analysis is mutually enriching.

Keywords: Vladimir Nabokov, Hideo Kojima, videogame Death Stranding, russian literature, game studies, image of gamer, videogame, gamer, taxonomy of player types, The Defense

Abstract: The subject of this research is visual communication. The goal of this research is to demonstrate the theory of designing visual culture artifacts in the images that possess communicative potential. Images are structured within a system of interrelated meanings that form holistic mages vividly illustrate semantic models to the people, which is the condition for easier visual perception of the form and content of the artifacts. The theory includes the three factors of visual communication: structuring of aesthetically expressive forms within the system of conventional meanings of the content; design of the spatial structure of artifacts using the universal cultural geometric language and artistic interpretations; creation of culturally significant information in the images using cognitive, artistic and symbolic signs of cultural languages. The novelty of consists in application of constructivist approach towards discrete encoding of the artifacts of visual culture within the system of meanings that represent content through the synthesis of shape of an aesthetically expressive image. Design education carries out a research of application of constructivist approach towards design of visual artifacts. The research results depended on the exhibition of the joint works of students from experimental and other students. The exhibition demonstrated that the works performed in architectonic style attract attention of the audience more than the works of other students. A constructivist approach towards design education contributes to optimization of visual communication with people.

Keywords: model, artifact, factors, meanings, constructivist approach, visual communication, design, human, research,, exhibition

Abstract: The subject of this research is the media image of Russian in a glossy magazine, while the object is the photographs in the glossy magazine “Vogue”. The goal of this work is the reconstruction of Russia’s image as a polysemantic text through the retrospective of illustrations on the “Russian theme”. Russian ballet, train stations, old mansions, fur hats and coats, birchwood, kokoshnik, and other cultural elements create a distinguish artistic reality, and text created from the allusions and quotes. Meanings of the text are extended over time, acquiring the historical memory and generating the new messages. Methodological foundation of the work contains the semantic analysis, which allowed revealing the components of Russia’s image in a glossy magazine. The scientific novelty lies in the fact that the image of Russian in a glossy magazine represents a media image leaning on the well-known stereotypes, repeating storylines, themes, and details. It is noticeable that the stereotypes have not changed much throughout the fairly long history of the magazine. Basic stereotypes include the Russian winter, folklore, ballet, and space. Among the leading aspects depicting the image of Russia  in the Vogue magazine, can be highlighted the portrait images of the prominent of cultural figures, winter subject, ballet themes, temples, monasteries, folklore and “Soviet” motifs, themes of space and carnival. An important place in establishing the image of Russian in a glossy magazine belongs to the architectural landscape, mostly expressed in a Petersburg and Moscow texts. Russia’s image is created using multiple details that refer to the popular stereotypes. The image of Russia also has a feature of citationality – when the photographers refer to the historical and literary material: revolution and White movement, history of ballet, as well as characters from the compositions of L. N. Tolstoy, I. A. Bunin, B. L. Pasternak.

Keywords: subject, artistic detail, style, photography, mass media, storyline, glossy magazine, Russia's image, stereotype, citationality

Abstract: The subject of this research is the media activity as a personal quality of a modern man. The object of this research is the modern subject of culture as creator, as well as consumer of diversified information. The author reviews the activity of an individual as manifestation in various forms of behavior, lifestyle, and way of thinking. Special attention is given to the peculiarities of the path from adjustment to the circumstances of existence in the technogenic world till the critical understanding of reality; it requires demonstration of specific qualities and skills regarding the work with media information, represented by the content of the Internet resources, communication ties, and sociocultural practices. Media competence of a modern man is the key condition for the successful and accomplished self-realization in career, life, and creative work. The scientific novelty consists in determination of media activity as a fundamental characteristic of an individual of the postindustrial era. Familiarization with the media spaces opens opportunities for the new methods of work with information and preservation of humanistic ideologies within the sociocultural reality.

Keywords: media education, media environment, media literacy, media competence, media activity, mobility, sociocultural practices, activity, postindustrial culture, subject

Abstract: The study of the regularities of reflection rock documentary information in various media sources is an actual scientific historical and cultural problem. Reflecting the history of Eastern European pop culture of the former «socialist community» in the musical literature, and the social consequences of the «digital revolution» in the field of rock journalism remain poorly understood dopolnitetelnymi sectors. The subject of this article is to construct a chronological chain of iconic publications related to foreign and domestic rock culture in the Soviet and post-Soviet (Russian and Ukrainian) printing for the purpose of cultural analysis. In the article the author reveals the unique social and informational role of «Rock Samizdat» (the first independent publications) during the socialist era. In this research was applied a number of methodological tools of the humanities (history and cultural practices). As an empirical basis are the journalistic texts of newspaper and magazine periodicals, information and reference books, books of Soviet, Russian and Ukrainian authors. «Rock Samizdat», published in the official press, and multiple document-communications in times of socialism fulfilled sotsioinformatsionnye function as elements of a special mediakulturnoy system communications.

Keywords: Rock, Press, Music, Culture, Text, Socialism, Journalism, Publications, Author, «Samizdat»

Abstract: The results of the documentary research publications about pop and rock music, performed by the authors from Eastern Europe in the period of socialism are presented in this article. The unsufficiently explored pages of history of Eastern European music journalism in the sociocultural context of the origin and evolution of rock culture are outlined. The social information and cultural communication role of rock publications of foreign authors in Russian for soviet readers is revealed. The number of publications about Eastern European pop music in the Soviet magazined during the period from 1958 to 1982 are analyzed. The author used comparative-historical and cultural methodes. The journalistic texts from newspaper and magazine soviet periodicals, as well as musical and journalistic literature of Eastern Europe are used as an empirical basis.The main conclusion is that in the times of socialism Eastern European rock journalism stood for Soviet rock fans a special information and cultural channel. The history of Eastern European rock music and the current state of the music industry in the former «socialist community» in all modern editions of Russian rock covered in a minimum volume.

Keywords: Eastern Europe, Publication, Article, Magazine, Newspaper, Rock, Music, Culture, Author, Socialism

Abstract: The subject of the cultural process always since its inception was television. It plays an important role today. Meanwhile, it seems, television itself as a cultural community must meet certain principles: to show due respect for the audience, to the country's history, traditions and customs of the people living in it.However, the cultural aspect of modern television has both positive and negative features. Their study and author has devoted his article. To implement this goal used methods of formal analysis, comparison, modeling and observation. As a result of research the author has identified the main advantages of modern television and called it the defects related to the quality of the show, the choice of subjects shows and movies, using works of literature and cinema have long since become the cultural heritage of the people.It was concluded that the need to address the shortcomings of television show. And offered as a necessary action to create a kind of respect for the interests of the Code of spectators and follow him, as well as the proper administration of the national legislation.

Keywords: television production., consumer protection, misrepresentation, copyright protection, the requirements for a TV presenter, television culture, television, culture of speech, advertising, television defects