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Roman V. Zinin
Irina I. Karpenko
Aleksandr P. Korochenskiy
Ugo Persi
Andrey V. Polonskiy
Dmitry S. Srybnyy


Culture, Communication, Mass Media, Specialized Periodicals, Typological Features, Advertising, AdvertisingMedia Economics


Purpose: The key factor of modern society development is mass media, and nowadays its demanded business model is the translation of advertising information.

Methodology: The solution to the research problem posed in this work required the application of the following methods: theoretical analysis, typological analysis, content analysis, and periodical comparative study.

Result: Specialized periodicals in the field of culture occupy a separate niche in the system of modern mass media and are focused on specialized needs meetings of different social audiences. This type of media is also involved in advertising communication. First of all, this happens due to the maintenance of its activities, the preservation of quantitative self-sufficiency and the substantial identity of this type of periodicals. The article is devoted to the consideration of Russian specialized periodicals in culture as a communication channel demanded by society.

Applications: This research can be used for universities, teachers, and students.

Novelty/Originality: In this research, the model of Russian Specialized Periodicals in Culture as a Modern Communicative Channel is presented in a comprehensive and complete manner.


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