The article develops a methodological justification of emotional axiology as a necessary component of systems thinking for the analysis of digital reality and practices of social responsibility. It conceptualizes the digital environment as a nonlinear network of interactions among technologies, platforms, users, and cultural meanings, in which local actions generate large-scale effects and the speed of information flows and algorithmic personalization blur causal relations. The article demonstrates that traditional models of social responsibility, which rely on local interventions and linear metrics, fail to adequately describe and govern these effects. As its theoretical foundation, the study draws on the evolution of the systems approach from systems analysis to systems thinking and on its universalist interpretation in the works of Fritjof Capra, which emphasize the processual, contextual, and networked character of reality. The article advances the central argument that digital platforms operate not only through rational mechanisms but also through affective ones, actively shaping experience via attention management, personalization, and engagement. This specificity motivates a turn toward emotional axiology, which treats values as inseparable from emotions and affective modes of perception. Using research on echo chambers, post-truth, and AI-generated media content, the article shows how emotions function as epistemic filters and feedback loops that produce self-sustaining value configurations. It interprets emotions as systemic indicators of value-relevant changes in the environment, enabling individuals and communities to adapt without undermining their integrity. The article establishes its scientific novelty by integrating emotional axiology into systems thinking as a distinct analytical level that connects technological mechanisms and cultural effects with the anthropology of value experience. It also demonstrates the practical relevance of this approach by proposing a methodological framework for a more adequate understanding of social responsibility in the digital age, where ethical sustainability depends on the coordination of rational reflection and affective regulation.

Keywords: systems thinking, emotional axiology, digital reality, media communication, social responsibility, affective regulation, echo chambers, post-truth.

JEL Classification: M20, L82, L96

The study was supported by a grant from the Russian Science Foundation (Project No. 25-28-03014) on the topic "Historical Memory of Post-Soviet States: Media Strategies for Representing the Past and Memory Wars".

For citation
Mikhaylin V.Yu., Sidorov S.P., Tikhonova S.V. Emotional Axiology in the Structure of Systems Thinking: towards a Methodology for Digital Reality Research. Issues of Media Business, 2026, vol. 5, no. 3, pp. 5–18. https://doi.org/10.65324/imb041

The article is devoted to an empirical analysis of the structure and dynamics of the production process in regional film companies in Russia. Based on a series of semi-structured interviews with producers and directors working in various regions (including the Far East), the specific features of the film production organization in conditions of limited resources are revealed. The authors demonstrate that despite formally they are following the generally accepted three-stage model (pre-production, production, post-production) real practice is characterized by significant adaptations. These deviations manifest themselves in flexible approaches to the formation of film crews, where multitasking is common, in the use of external resources at the post-production stage, and in specific mechanisms for aggregating ideas, often based on local cultural material. Special attention is paid to the staff, which is formed mainly through informal connections and project collaborations, as well as strategies for working with an audience divided into traditional and digital. Thus, regional cinema is an independent adaptive model of media production, combining elements of professional standards with practices of collective creativity and overcoming resource constraints.

Keywords: regional cinema, film production, production process, crew structure, idea aggregation, human resources, regional film companies, adaptive models, resource constraints, media industry, Far East.

JEL Classification: M20, L82, L96

The study was conducted within the framework of state assignment No. 075-00619-26-00 (research project No. FWRS-2024-0063, "Social Well-being and Adaptation Strategies of the Population of the Republic of Sakha (Yakutia) Amid the Transformation of Russian Society: Indicators, Factors, and Dynamics").

For citation
Argylov N.A., Okhlopkova U.V. Structure and Dynamics of the Production Process in Regional Cinema of Russia. Issues of Media Business, 2026, vol. 5, no. 3, pp. 19–27. https://doi.org/10.65324/imb042

The article examines the role of media projects in modern journalism education as a key tool for shaping professional competencies. Using the analysis of practices at leading Russian universities (HSE University, Moscow Polytechnic University, St. Petersburg State University) as an example, the author identifies the typology, educational potential, and effectiveness of various project-based learning formats. Special attention is paid to applied projects (media startups), their impact on the development of future journalists’ hard and soft skills, and the mechanisms for integration with the media industry. Using case studies (Izbornik, Economic Chewing Gum, Digital Came to the Museum), the article demonstrates — how creating independent niche media outlets helps students develop in-demand professional competenciesfrom idea generation and audience analysis to multimedia production, promotion, and monetization. The research proves that media startups cultivate critical, project-based, and entrepreneurial thinking by simulating real-world media market conditions. The conclusion is drawn about the necessity for further implementation and support of such project-based formats as the most effective way to train competitive and adaptive journalism professionals, prepared not only to work within the media industry but also to create new media. The main criteria for the effectiveness of project-based activities are highlighted: demand from industry partners (integration with the media industry), target audience response, formation of multimedia competencies, and longevity (the project continues to exist even after its initiators/developers graduate). The author states that infrastructure solutions such as a media holding (e.g., the St. Petersburg State University Clinic) are maximally effective. They allow for scaling project activities, providing students with diverse experience, and building sustainable connections with industry partners.

Keywords: project, media education, journalism, professional competencies, multimedia, cross-platform.

JEL Classification: M20, L82, L96

For citation
Bazikyan S.S. Media projects in journalism education as a promising tool for developing competencies. Issues of Media Business, 2026, vol. 5, no. 3, pp. 28–36. https://doi.org/10.65324/imb043

The article explores the role of socially responsible marketing in building consumer trust and loyalty, using the example of companies in Russia and Serbia. The aim of the study is to determine how corporate social initiatives of brands influence the perception of trust and sustainable audience commitment in different cultural contexts. The research is based on content analysis of reporting and communications of leading companies (Coca-Cola HBC, NIS, Telekom Srbija, Tele2, Sberbank, Yandex) and on conceptual modeling, which allowed to identify the structure of relationships between rational and emotional components of trust. In the course of the analysis, an “empathetic brand” model is proposed, combining institutional transparency and human authenticity in communication. On this basis, a system of CSR perception indicators is developed, allowing to assess the level of trust in the brand without conducting surveys. The results show that socially responsible marketing becomes an integral element of reputation and sales management: in the context of cultural differences, it is the balance between rational evidence and emotional empathy that determines the willingness of consumers to repurchase and recommend the brand.

Keywords: socially responsible marketing, corporate social responsibility, trust, loyalty, empathetic brand, Russia, Serbia, ESG, sustainable development.

JEL Classification: M20, L82, L96

For citation
Zuenkova Yu.A., Stevanovic B. Cultural Determinants of Socially Responsible Marketing in Russia and Serbia. Issues of Media Business, 2026, vol. 5, no. 3, pp. 37–46. https://doi.org/10.65324/imb044

Corporate citizenship as a strategic communications form under the conditions of the modern crisis of public trust to information and institutes is reviewed. The topic relevance is due to stakeholders’ growing expectations to business social role and the necessity of overcoming the gap between corporate citizenship declarative principles and its perception as a greenwashing instrument. The goal of the article is to reveal the essence of corporate citizenship as a strategic communicative practice. Such objectives as the analysis of CSR and corporate citizenship definitions, revealing its communicative functions and development of its integration to social communications system are reviewed. Based on works of Russian and foreign authors’ works the key characteristics of strategic communications are outlined, their systematic and value-oriented nature is stressed. Special attention is paid to the relationship of corporate social responsibility and corporate citizenship, and its principles, i.e. extended responsibility beyond the core business, interactive communication with communities, going beyond compliance, and the new added-value formation. The author comes to the conclusion that corporate citizenship, operated on the highest discretion level of responsibility, is not the tactic instrument, but the strategic form of communications. Corporate citizenship promotes value-oriented networks with business stakeholders, increases company competitiveness and harmonizes its relations with society, providing the foundation to long-term trust.

Keywords: corporate citizenship, strategic communications, corporate social responsibility, social relations, transparent communication.

JEL Classification: M20, L82, L96

For citation
Zuenkova Yu.A., Stevanovic B. Cultural Determinants of Socially Responsible Marketing in Russia and Serbia. Issues of Media Business, 2026, vol. 5, no. 3, pp. 47–56. https://doi.org/10.65324/imb045

The article focuses on the analysis of online platforms as the main source of information for young audiences, including scientific information, educational content, and the popularization of scientific knowledge. In this context, popular science online media play a crucial role as intermediaries between the scientific community and the general public. The study of the problems of popularization of science through online media among young people allowed us to determine the specifics of popular science journalism in the digital environment and to identify the role of online media in shaping the cognitive and value orientations of young people. The analysis of the content and form of the popular science online magazines “N+1” and “Naked Science”, as well as the video hosting formats of the channels “TOPLES” and “GEO”, demonstrated the effectiveness of popular science content on young audiences and provided recommendations for improving the strategies for popularizing science in the digital environment. It is concluded that the contemporary system of science popularization in the digital environment functions as a complex media-communication model, in which online text-based publications and video platforms play complementary roles. This combination not only expands young people's access to scientific information but also fosters a sustained interest in scientific knowledge and modern research. An analysis of popular-science online magazines and video channels, alongside the author’s own sociological surveys, reveals that today’s youth audience maintains a steady interest in scientific content, though the ways in which they engage with it have shifted significantly. A key recommendation for refining existing science popularization strategies is to transition from a traditional model of scientific education toward a multimedia model of scientific communication. Another promising avenue involves the development of scientific communities within social networks and messaging apps. Furthermore, it is essential to foster close collaboration between popular-science media outlets and educational institutions; the study indicates that many users engage with scientific content not merely for entertainment, but also for academic purposes. This is particularly relevant for regional universities, as online media offer a means to substantially broaden the reach of scientific projects and stimulate greater interest in the nation’s research activities among young people in the regions.

Keywords: popular science online media, scientific content, media consumption, youth audience, popularization, practices, and media platforms.

JEL Classification: M20, L82, L96

For citation
Antonova V.I., Pyanzina I.V., Safaeva D.A. Resource Mechanisms of Science Mediation in the Youth Environment: Practices of Popularization and Media Consumption of Internet Media Products. Issues of Media Business, 2026, vol. 5, no. 3, pp. 57–70. https://doi.org/10.65324/imb046

The threat that ordinary non-technical users pose to large language models (LLMs) still sits at the margins of AI-security research. These are people who work with AI assistants every day — at work, in study, in everyday life — yet hold no specialised background in information technology or machine learning. A post-laboratory survey of first-year humanities undergraduates (n=70) returned an unexpectedly high figure: 95.7% cleared all main protection levels of the Gandalf platform (Lakera AI) without stepping outside purely linguistic techniques. These included sign-form decomposition and formatting (M=2.00), cross-language code-switching (M=1.29), indirect semantic extraction (20.3% of open-ended responses), and pragmatic pressure. We read these micro-level data against the macro picture of the Gandalf-RCT crowdsourcing experiment (279,675 prompts) and against academic work on filter evasion in image-generation systems (SurrogatePrompt, PC², DALL-E 3, Shedevrum/Yandex). The pattern runs through all of them. From text LLMs to multimodal generators, the filter yields to the same moves, none of which require a line of code: a proper name is swapped for a physical description, direct reference for allegory or an adjacent associative term, the prompt language is switched, the grapheme is distorted. A three-tier analysis of LLM break-resistance grounds the paper’s central claim — that rising everyday AI literacy produces a structural security deficit left uncovered by current surface-level filtering. Several implications for AI safety system design follow.

Keywords: large language models, prompt injection, linguistic obfuscation, AI safety, non-technical user, red teaming, break-resistance, generative AI systems.

JEL Classification: M20, L82, L96

For citation
Sokolov A.V., Sokolov G.A. The Non-Technical User as an LLM Threat Vector: Linguistic Strategies for Bypassing AI Safeguards and Implications for AI Security. Issues of Media Business, 2026, vol. 5, no. 3, pp. 71–79. https://doi.org/10.65324/imb047

This study examines the application of recommendation technologies in modern media marketing. A content analysis was conducted regarding the use of recommendation technologies within the Russian media landscape, focusing on the websites of socio-political and business publications as well as news agencies. Based on the analysis, three categories of information resources were identified. A review of the literature revealed various approaches to understanding the consumer and their characteristics within the context of recommendation technologies, while also highlighting gaps in existing research on the subject. The study substantiates the concept of “techno-recommendation marketing,” which accounts for the impact of recommendation technologies on consumers in light of advancements in information technology. A definition of techno-recommendation marketing is provided, and prospects for its development in the market under study are outlined. By synthesizing the literature review and content analysis of empirical data, the study identifies the role of recommendation technologies in consumer-seller interactions, enabling the formulation of the techno-recommendation marketing concept. It demonstrates that this concept prioritizes the creation of personalized, interactive consumer offers, implemented through hybrid recommendation systems. The study establishes that, in accordance with the principles of techno-recommendation marketing, the demand function in the product market shifts as a result of targeted interventions derived from the analysis of a dynamic model of consumer preferences. For the first time, the study formulates and illustrates changes in the demand function resulting from five specific effects of techno-recommendation marketing. Formulas quantifying the impact of these effects are derived, and a generalized demand forecasting formula is presented for both general and linear dependency scenarios. The research aims to identify the specific characteristics of recommendation technologies in the media sector and to substantiate the new concept of techno-recommendation marketing.

Keywords: techno-recommendation marketing, recommendation technologies, mass media, information resources, website, digital communications.

JEL Classification: M20, L82, L96

For citation
Loginova Ju.V., Loginov I.V. The concept of tech-driven recommendation marketing in digital communications. Issues of Media Business, 2026, vol. 5, no. 3, pp. 80–91. https://doi.org/10.65324/imb048

The article examines the representation of women’s social status in contemporary U.S. audiovisual media discourse, using the project With Love, Meghan as its empirical material. The relevance of the study is determined by the growing role of audiovisual media in constructing perceptions of socially accomplished women, as well as by the need to examine the transformation of traditionally gendered values in contemporary media culture. The aim of the study is to identify the value orientations and modes of their media representation involved in constructing a model of women’s social status. The methodological framework combines discourse analysis and an axiological approach to media texts. The analysis demonstrates that the project assigns particular significance to the values of family, care for others, personal development, and self-realization, represented through domestic practices, emotional and aesthetic labour, public activity, and the protagonist’s professional initiative. It is shown that practices traditionally associated with women and the family sphere are not opposed to social and professional fulfilment but are incorporated into the construction of a model of the socially accomplished woman. The scientific novelty of the study lies in providing the first systematic axiological analysis of With Love, Meghan and in identifying a mechanism of value integration through which traditionally gendered practices of care, family involvement, and the organization of domestic space are reinterpreted as elements of a contemporary model of female self-realization. The findings make it possible to regard the project as an illustrative example of the transformation of media representations of women’s social status in contemporary audiovisual culture.

Keywords: women’s social status, media discourse, axiology, traditional values, audiovisual media, media business.

JEL Classification: M20, L82, L96

For citation
Djekic J. Representation of Women’s Status: On The Material of “With love, Meghan”. Issues of Media Business, 2026, vol. 5, no. 3, pp. 92–101. https://doi.org/10.65324/imb049