In the era of digitalization and globalization, corporate media have become a crucial tool for internal and external communication in agro-logistics companies. They not only facilitate employee information exchange but also shape the company’s image in the eyes of partners, clients, and the public. This study aims to analyze the role of corporate media in the communication strategy of agro-logistics businesses and assess their impact on corporate culture and business reputation. The sources of information include academic publications, corporate media from leading agro-logistics companies, and analytical reports. The findings indicate that corporate media in the agricultural sector serve not only as an informational tool but also as a marketing, educational, and reputation-building instrument, ensuring a stable connection between the company and its key audiences. The results support previous research on the importance of corporate communications and highlighting the specific features of their application in agro-logistics. Future research perspectives include studying the impact of digital technologies on corporate media development and evaluating their effectiveness in the context of changing media consumption trends.

Keywords: corporate media, agrarian and logistics business, communications, B2B communications, PR, internal communications, digital media, reputation, corporate magazine, marketing strategies.

JEL Classification: L96, L82

For citation
Gavrov S.N., Marukhanyan P.A. The Role of Corporate Media in Communication of International Agro-Logistics Businesses. Media: Theory and Practice, 2024, vol. 2, no. 1, pp. 5–11. https://doi.org/10.65324/mtp006

This article is devoted to the peculiarities of creating viral content in Spanish media. The key factors influencing the distribution of materials, including cultural, social and technological aspects, are analyzed. The characteristic features of viral content, the strategies used and the most popular platforms are revealed. The research is based on the analysis of successful cases and statistical data, as well as on the study of algorithms of digital platforms. The article draws conclusions about the influence of the specifics of the Spanish media space on the formation and dissemination of viral content.

Keywords: viral content, Spanish media, content creation, specifics, Internet, promotion, platform, media space, strategy, audience, social networks, cases.

JEL Classification: L96, L82

For citation
Asriyan D.G. The specifics of creating viral content in Spanish media. Media: Theory and Practice, 2024, vol. 2, no. 1, pp. 12–16. https://doi.org/10.65324/mtp007

This article examines the lack of global demand for the Russian gaming industry. Drawing on the industry’s history, it will highlight the shortcomings of its current status and analyze future developments. The gaming industry is a globally popular industry, making it a source of intense interest. However, this lack of attention has had consequences within the Russian Federation. Consequently, insufficient attention to the video game market has had a detrimental effect on the industry itself. This lack of attention also applies to the quality of Russian-made video games, which do not compete with foreign ones in terms of production quality and sales. The author focuses on the problem for 2024–2025. This article will be useful for researchers in the fields of social interactions, as well as media and entertainment.

Keywords: video games, social networks, history of video games, media consumption, gaming industry.

JEL Classification: L96, L82

For citation
Grishanin A.S. Modern gaming industry in Russia. Media: Theory and Practice, 2024, vol. 2, no. 1, pp. 17–21. https://doi.org/10.65324/mtp008

This article examines the features of storytelling in international brand communication using the example of the brand Louis Vuitton, which is part of the LVMH group. The study analyzes storytelling as a tool for shaping brand image and adapting global communications to the cultural characteristics of different regions. The research considers the principles of balancing the standardization and localization of brand messages, as well as the impact of digital platforms on the development of communication strategies. The empirical part of the study is based on a content analysis of the brand’s communication on social media platforms (Instagram, TikTok, and Chinese platforms) and a comparative analysis of regional storytelling features. The results show that Louis Vuitton maintains a unified core of brand values while adapting storylines, symbols, and media channels to the cultural codes of local audiences in Europe, Asia, and Latin America.

Keywords: storytelling, international brand communication, global brand, cultural adaption, brand image, Louis Vuitton, LVMH.

JEL Classification: L96, L82

For citation
Cherenkova V.A. Storytelling Features in International Brand Communication: The Case of the LVMH Group. Media: Theory and Practice, 2024, vol. 2, no. 1, pp. 22–31. https://doi.org/10.65324/mtp009

This article analyzes the mechanisms by which Russian social media and messaging apps — Telegram, VKontakte, Yandex.Zen, Rutube, and Odnoklassniki — influence information credibility in traditional electronic media, including television and radio broadcasting. The topic’s relevance stems from the large-scale restructuring of the Russian media landscape that followed the ban on Meta in 2022: the redistribution of audience flows in favor of domestic platforms has created a new competitive environment in which traditional media are forced to balance editorial standards with the requirements of algorithmic platforms, which set a fundamentally different pace of information production. The author examines the contradiction between the consistently high reach of traditional electronic media — television reaches over 95% of the population monthly — and the trend of declining audience trust in their content amid the growing popularity of channels lacking editorial control. According to TASS, trust in national television fell from 53% in early 2023 to 33% by 2024 — a decline largely attributed to the period of active growth of the Telegram audience in the country. The theoretical basis of the study is formed by R. Entman’s framing concepts, G. Tuchman’s theory of news construction, and the principles of Russian journalism theory regarding the operationalization of credibility criteria. The article proposes a system of six measurable criteria for media content credibility — source verifiability, factual accuracy, completeness of context, balance of opinions, logical consistency, and transparency of presentation — tested through the author’s structured content analysis of 240 materials from three federal television channels (Channel One, Rossiya-1, NTV) and three radio stations (Vesti FM, Mayak, Kommersant FM) for March-April 2024. Empirical data showed that the criterion of source verifiability was most consistently met (81% on TV, 76% on radio), while a balanced opinion was recorded in only 65% of television and 61% of radio materials. Based on three case studies — rumors about mobilization on Telegram (2022), agenda-setting by YouTube bloggers (2023), and the editorial practices of RIA Novosti — the structural risks of the platform environment for professional journalism were identified. An experimental test of a four-level verification model demonstrated an increase in the overall reliability rate from 68% to 92% with a minimal increase in time. The results are of interest to media business researchers, practicing editors, and specialists in PR and advertising communications.

Keywords: Russian social media, Telegram channels, fake news, fact-checking, media content reliability, media consumption, digital transformation of media, content analysis, editorial control.

JEL Classification: L96, L82

For citation
Filippov I.N. The Impact of Social Media on Information Credibility in Traditional Electronic Media. Media: Theory and Practice, 2024, vol. 2, no. 1, pp. 32–42. https://doi.org/10.65324/mtp010