The article explores the integration of Agile methodologies into the educational process, focusing on key ceremonies such as demo sessions, refinement, sprint planning, and retrospectives. It examines their impact on student engagement, the development of professional skills, and the enhancement of team collaboration, particularly in remote and hybrid learning environments. Examples of practical applications of Agile tools within coursework and thesis projects are presented. A survey conducted among students (N=100) revealed high satisfaction with the adoption of Agile methods: 95% of respondents noted their positive impact on the educational process, while 77% identified retrospectives as the most valuable ceremony. The findings confirm the effectiveness of Agile approaches in academic settings, opening up prospects for their broader application not only in education but also in other fields requiring flexible management and high levels of participant interaction.

Keywords: digital ceremonies, new media, online education, Agile methodology.

JEL Classification: L96, L82

For citation
Samoilenko N.S., Usov N.V., Sukhova K.I. Practical Experience of Implementing Agile Ceremonies in the Online Educational Process. Media: Theory and Practice, 2024, vol. 2, no. 2, pp. 5–14. https://doi.org/10.65324/mtp011

The article explores the impact of digital uncertainty on advertising campaigns in the field of video content. It analyzes the key challenges that companies face in the conditions of unstable algorithms, limited access to user data and high competition for audience attention. The implications of these factors for media planning, targeting, and campaign performance measurement are discussed. Special attention is paid to adaptive strategies such as multiplatform, Agile models and the use of analytical systems that can respond quickly to changes in the digital environment. Evidence of changing budget structures is presented, indicating a shift in focus from traditional approaches to experimental formats and flexible methods of audience interaction. The conclusion is made about the need for technological flexibility and sustainable brand positioning in the context of digital instability.

Keywords: video content, digital uncertainty, advertising strategy, A/B testing, personalization, analytics, media planning, platform algorithms, multiplatform, adaptation.

JEL Classification: L96, L82

For citation
Ervul A.A. The Impact of Digital Uncertainty on Video Content Advertising Campaigns. Media: Theory and Practice, 2024, vol. 2, no. 2, pp. 15–18. https://doi.org/10.65324/mtp012

This article examines the evolution of music marketing and its role in enhancing the media presence of influencers. It analyzes the transformation of the music industry under the influence of digital platforms and social networks, as well as how bloggers utilize music to attract audiences, increase loyalty, and monetize their content. The focus is on how musical activities contribute to strengthening influencers’ personal brands and expanding their media influence. Using the case study of Russian blogger and singer Yulia Gavrilina, the article explores the impact of her musical releases, on her popularity and professional growth. A scientific approach is applied to study digital music promotion strategies, audience engagement, and the integration of music into bloggers’ content ecosystems. The research findings confirm that music serves not only as a means of self-expression for bloggers but also as a crucial marketing tool that increases their media reach, audience engagement and monetization.
Keywords: music marketing, bloggers, influencers, media presence, digital platforms, content strategy, monetization.

JEL Classification: L96, L82

For citation
Simonov E.V. The Evolution of Marketing: How Music Enhances the Media Presence of Influencers. Media: Theory and Practice, 2024, vol. 2, no. 2, pp. 19–23. https://doi.org/10.65324/mtp013

The development of digitalization in the modern world has greatly simplified the solution of tasks, both at the household level and at the level of a professional PR specialist. For example, the use of ChatGPT has become the norm in almost any sphere of activity and is used everywhere by both specialized specialists and ordinary citizens. The main purpose of the article is to describe the main criteria and principles of PR employees’ work in the context of ongoing digitalization and automation of processes. This article will discuss the aspects of “digital sovereignty” and its basic principles. It will also reveal the concept of PR Tech and its possibilities in digital management. For a PR specialist, the automation of processes and information security is an important criterion for the functioning of the organization. Consequently, the introduction of modern technologies, for example, artificial intelligence greatly simplifies the work of the company’s specialist, but carries risks associated with the non-perfection of AI and the information it provides. The article also describes the possibilities of digitalization in the context of the motivational component for an employee of PR-sphere. Negative factors of digitalization and possible threats both at the level of the company and the PR-specialist will be emphasized separately.
Keywords: digitalisation, PR specialist, digital sovereignty, PR Tech, artificial intelligence, motivational and negative factors of digitalisation.

JEL Classification: L96, L82

For citation
Mushtatenko V.V. Digitalization and its impact on the capabilities of a company’s PR specialist. Media: Theory and Practice, 2024, vol. 2, no. 2, pp. 24–28. https://doi.org/10.65324/mtp014

An integral part of the marketing strategy at present is the formation of a media brand. The process of forming a media brand directly includes several stages, as well as a set of such components as the information content of the brand — content, structure, promotion of this content. With a competent construction of a marketing strategy, the media brand is promoted in the information market, and the number of audiences grows, which ensures its financial stability. At present, a media brand has become not just a trademark, but also a set of all impressions received by consumers from interaction with the media content distributed by it in the media. The impressions received are formed into a certain mental representation of the brand, based on perceived functional and emotional benefits. In this article, the author identified the main components of a media brand and determined its essence, and, based on the data obtained, determined the role of the brand in the media business. A media brand is created in the process of selecting thematic media (brand media) that contribute to brand creation and attracting new customers, as well as expanding the target audience by increasing loyalty, while respecting the interests of established consumers. The author defined the relationship between brand media and media brand, and also highlighted the main differences between brand media and corporate media. At the same time, the article considered various examples of media brand, both positive and unsuccessful, and also highlighted the reasons that prevented the creation of a media brand. A striking example of a media brand is the Friday! TV channel, which received 23 awards at the MediaBrand awards in 2024 for the best projects in marketing and media design.

Keywords: media brand, media business, trademark, media industry, content, design, communication.

JEL Classification: L96, L82

For citation
Sharapova Yu.V. Media brand: typological characteristics and role in the media business using the example of the TV channel “Friday!”. Media: Theory and Practice, 2024, vol. 2, no. 2, pp. 29–33. https://doi.org/10.65324/mtp015