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List of publications on a keyword: «digital communication»

  • Features of the choreographic art manager's personal brand

    Book Chapter
    Principles of building a new ecosystem: social, economic and legal aspects
    Author:
    Mariia O. Potolokova
    Work direction:
    Глава 15
    Abstract:
    This work provides a comprehensive analysis of the process of institutionalization of a specialist's personal brand in the field of choreographic art as a strategic resource that determines the trajectory of professional development in the modern cultural economy. The author explores the transformation of this phenomenon from a peripheral element of self-presentation to a system-forming imperative, which is driven by a combination of factors: the high density of the cultural services market, which requires the differentiation of actors through the construction of unique identities; the fundamental shift in audience expectations towards building an emotional and meaningful connection with the creator; and the expansion of digital communication channels, which democratize access to audiences and impose new requirements on the authenticity of content. The central thesis of the study is the formation of a qualitatively new model of professional subjectivity that emerges at the intersection of artistic creativity and symbolic economics. Within this model, artistic value ceases to exist in isolation from its market and media dimensions, seamlessly integrating into the brand structure and becoming the core of a convertible intangible asset. The study explores the mechanisms by which reputation capital is transformed into tangible economic and social benefits, including investment attraction, contractual agreements, and the creation of loyal audiences. Thus, the text substantiates the dual navigation of a modern professional in the field of choreographic art, who is forced to synthesize artistic meanings and aesthetic innovations with the skills of effective self-representation in order to achieve sustainable success.
    Keywords:
    digital communication, personal brand, choreographic art, cultural economics, professional fulfillment, reputation capital, symbolic exchange
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  • The evolution of the Lawyer's image in 2024-2026: from classical archetypes to digital identity and AI communications

    Book Chapter
    Development of the Russian socio-economic system: challenges and prospects
    Author:
    Aleksandr I. Kugai
    Work direction:
    Глава 17
    Abstract:
    This chapter examines the complex transformation of the professional image of lawyers in the context of the total digitalization and media coverage of the legal environment in 2024–2026. The author analyzes the impact of digital communications, artificial intelligence (AI) technologies, and the publicity of legal proceedings on reputation formation and the effectiveness of legal defense. Historical and cultural archetypes of the lawyer's image in fiction and cinema are examined, paralleling them with modern demands for flexibility, mobility, and moral choice. Particular attention is paid to the «Pyramid of Meanings» and nonverbal aspects of communication (body language), which remain critical in the era of AI dominance. Case studies from recent years demonstrate how impression management and digital reputation are becoming tangible factors influencing the outcomes of high-profile court cases.
    Keywords:
    justice, case study, reputation, body language, lawyer image, digital communication, brand, media coverage
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  • Promotion of the region's export potential through digital communications: the case of the "Na Rahate" festival

    Conference Paper
    Current problems of communication: theory and practice
    Authors:
    Dmitrii M. Khlestov, Galiia R. Garipova
    Work direction:
    Стратегические коммуникации в политике и сфере идентичности: PR, этничность и конфессии
    Abstract:
    This article examines the role of public relations and digital communications in promoting a region’s export potential. PR is analyzed as an instrument of foreign economic activity and international cooperation. Using the example of the Health and Tourism Festival “Na Rakhate”, implemented in the Republic of Bashkortostan since 2022, the study demonstrates the transformation of an event-based project into a sustainable communication platform that contributes to building a positive regional image, expanding international contacts, and promoting export-oriented services.
    Keywords:
    international cooperation, foreign economic activity, public relations, digital communications, regional export potential, event PR
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