FROM MEDIATEXT TO MEDIABRAND: ON THE PROBLEM OF JOURNALISM, ADVERTISING AND PR INTERACTION IN MEDIA CONVERGENCE

Authors

  • Ljudmila Petrovna Shesterkina Author
  • Lidija Kamilovna Lobodenko Author

Abstract

The article examines theoretical approaches to the correlation of such concepts as
«media», «media content», «media products» and «mediabrand» from the point of view of
journalism, advertising and PR interaction in media convergence. The research base is advertising and PR-materials posted on TV, radio, newspapers and online magazines. The
authors emphasize that the present media text (in journalism, advertising and PR) is considered
to be the basic element among the concepts mentioned above, and thus it has
gained the rapid development within the creolized structure. The study of these concepts
has allowed the authors to single out cross points of journalism, advertising and PR in media
convergence interaction that can be identified as communicative, content-design and
marketing approaches.

Author Biographies

  • Ljudmila Petrovna Shesterkina

    Doctor of Philology, Associate Professor, Dean of the Faculty of Journalism, South Ural State University (Chelyabinsk), 250852@mail.ru

  • Lidija Kamilovna Lobodenko

    Candidate of Science (Pedagogy), Associate Professor, Head Department of «Mass Communication», South Ural State University (Chelyabinsk), lobodenko74@mail.ru

Issue

Vol. 11 No. 3 (2014)

Section

Articles