Russian understanding of strategic communication
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Strategic communication is relatively new concept that originates in Unites States. Despite, functions of the concept are highly applied in various fields. Strategic communication is well studied in Western world, while Russian understanding of the concept are poor. For this reason, this study is aimed to provide Russian academic understanding of strategic communication. In the context of Russia, there is not generally accepted understanding of strategic communication (Filatova and Bolgov, 2018). In order to solve this problem a several academic articles written by Russian scholars were considered and analyzed. It allowed to formulate a general Russian academic understanding of the concept, identify application fields and communication channels. Different forms of strategic communications suggested by Russian scholars are considered in this study. Public diplomacy is estimated as one of the most effective and widely used form of strategic communication. Therefore, a practical application of public diplomacy in Russia was considered by the case: XXIX Winter Universiade in Krasnoyarsk. Issue arena analysis was applied in order to analyze the practical case. All four levels of analysis were considered and discussed. Received results were supported and confirmed by the theory that allowed to answer the research question and make final conclusions. ...
strategic communication issue arena Russia public diplomacy viestintä viestintästrategiat joukkoviestimet viestintätutkimus organisaatioviestintä sisäinen viestintä tiedotustutkimus communication communication strategies mass media communication studies organisational communication and public relations internal communication communications research
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