Студенческий фестиваль социальной рекламы как ресурс медиаобразования российской молодежи
Аннотация
Исследование посвящено анализу современного состояния и перспектив развития студенческих конкурсов социальной рекламы и их ресурсного потенциала в развитии медиаобразования российской молодежи. Рассматривается специфика социального рекламирования в современной России и за рубежом; определяются подходы к исследованию аудитории конкурсов социальной рекламы; выявляются особенности разработки концепции, стратегии студенческих конкурсов социальной рекламы; определяются технологии их реализации и продвижения; выявляются критерии эффективности. Устанавливается, что реализация проектов, посвященных разработке и созданию социальной рекламы, направленной на привлечение внимания творческой молодёжи к наиболее острым, актуальным общественным проблемам, является действенным ресурсом повышения медиаграмотности молодежи через предоставление ей творческой методической площадки для разработки и реализации медийных проектов и поиска новых нестандартных решений в сфере массовых коммуникаций.
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Литература
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17. Sal'nyy, R. V. (2014). Mediavospriyatiye kak filosofskaya i psikhologicheskaya problema [Media Perception as a Philosophical and Psychological Problem]. Mediaobrazovaniye [Media Education], № 3, pp. 24–37.
18. Stepanov, Ye. V. (2006). Sotsial'naya reklama v Rossii: genezis, zhanry, evolyutsiya [Social Advertising in Russia: Genesis, Genres, Evolution]. Moscow, West Consulting, 120 p.
19. Federal'nyy zakon ot 13 marta 2006. № 38-FZ «O reklame» [Federal Law of March 13, 2006. № 38-ФЗ "On Advertising"], available at: http://ivo.garant.ru/#/document/12145525/paragraph/108:0 (accessed: 05/30/2019).
20. Fedorov, A. V. (2012). Analiz audiovizual'nykh mediatekstov : monografiya [Analysis of Audiovisual Media Texts : monograph]. Moscow, ICO “information for all”, 182 p.
21. Feofanov, O. A. (2000). Reklama. Novyye tekhnologii v Rossii : uchebnoye posobiye [Advertising. New Technologies in Russia: textbook]. St. Petersburg, Piter Publishing House, 384 p.
22. Khil'ko, N. F. (2014). Sotsial'no-kul'turnoye vozdeystviye ekrannoy informatsii kak mekhanizm audiovizual'nogo tvorchestva [The Socio-cultural Impact of Screen Information as a Mechanism of Audiovisual Creativity]. Iskusstvo i obrazovaniye [Art and Education], № 2, pp. 117–125.
23. Chelysheva, I. V. (2014). Transformatsiya razvitiya esteticheskoy kontseptsii v rossiyskom mediaobrazovanii (1960–2011) [Transformation of the Development of an Aesthetic Concept in Russian Media Education (1960–2011)]. Taganrog, Publishing House of the Taganrog Institute named after A. P. Chekhov, 220 p.
24. Ezhova, E. N. & Zamozhnykh, Е. A. (2018). Communication Strategies for Social Advertising. Proceedings of the 2018 IEEE Communication Strategies in Digital Society Workshop (2018 ComSDS), St. Petersburg, IEEE, pp. 15–18.
25. Fedorov, A. V. (2015). Media Literacy Education, Moscow, ICO “information for all”, 577 p.
2. Vorokhob, YU. A. (2014). Formirovaniye pertseptivnoy kul'tury studentov vuza sredstvami vizual'nogo iskusstva : dis. … kand. ped. nauk [The Formation of the Perceptual Culture of University Students by Means of Visual Art : dis. … cand. of ped. sciences]. Moscow, 176 p.
3. Gavra, D. P. (2015). Kategoriya strategicheskoy kommunikatsii: sovremennoye sostoyaniye i bazovyye kharakteristiki [Category of Strategic Communication: Current Status and Basic Characteristics]. Vek informatsii [Information Age], № 3 (4), p. 231.
4. Golub, O. YU. (2013). Sotsial'naya reklama : uchebnoye posobiye [Social Advertising : textbook]. Moscow, Publishing and Trading Corporation “Dashkov & Co.”, 180 p.
5. Grigor'yeva, I. V. (2014). Informatsionno-obrazovatel'noye prostranstvo vuza kak faktor formirovaniya mediakompetentnosti budushchego pedagoga [Information and Educational Space of the University as a Factor in the Formation of Media Competence of the Future Teacher]. Crede Experto: transport, obshchestvo, obrazovaniye, yazyk [Crede Experto: transport, society, education, language], № 2, available at: http://ce.if-mstuca.ru/wp-content/uploads/2014/05/grigoryeva.pdf (accessed: 30/05/2019).
6. Dykin, R. V. (2009). Sotsial'naya reklama v sisteme massovoy kommunikatsii : uchebnoye posobiye [Social Advertising in the Mass Communication System : study guide]. Voronezh, Faculty of Journalism, VSU, 156 p.
7. Yeliner, I. G. (2014). Sovremennaya mul'timediynaya sistema i problemy yeye optimizatsii [Modern Multimedia System and Problems of its Optimization]. Vestnik Sankt-Peterburgskogo gosudarstvennogo universiteta kul'tury i iskusstv [Bulletin of Saint Petersburg State University of Culture and Arts], № 1, pp. 27–31.
8. Kuznetsov, P. A. (2010). Sotsial'naya reklama. Teoriya i praktika : uchebnoye posobiye [Social Advertisement. Theory and Practice : textbook]. Moscow, UNITY-DANA, 175 p.
9. Kuz'mina, M. V. (2014). Formirovaniye mediakul'tury uchashchikhsya v protsesse sozdaniya imi obrazovatel'nykh videomaterialov : dis. … kand. ped. nauk [The Formation of Media Culture of Students in the Process of Creating Educational Video Materials : dis. … cand. of ped. sciences]. Moscow, 295 p.
10. Mandel', B. R. (2016). Sotsial'naya reklama : uchebnoye posobiye [Social Advertising : textbook]. Moscow, INFRA-M, 302 p.
11. Mikhaleva, G. V. (2014). Kul'turologicheskaya teoriya mediaobrazovaniya v britanskom variante [The Culturological Theory of Media Education in the British Version]. Problemy sovremennoy nauki I obrazovaniya [Problems of Modern Science and Education], № 1 (19), pp. 88–92.
12. Morozova, A. A. & Nemchinova, Ye. YU. (2017). Tsennostnyye oriyentiry sovremennoy zhurnalistiki : sbornik nauchnykh statey [Value Orientations of Modern Journalism : collection of scientific articles]. Reklama v sotsial'nykh setyakh: osnovnyye formy I sposoby prodvizheniya [Advertising on Social Networks: the Main Forms and Methods of Promotion] (pp. 147–153). Penza, Publishing House of PSU.
13. Nikolayshvili, G. G. (2008). Sotsial'naya reklama: Teoriya i praktika : uchebnoye posobiye dlya studentov vuzov [Social Advertising: Theory and Practice : textbook for university students]. Moscow, Aspect Press, 191 p.
14. Novikova M. S. (2007). Rossiyskiy sobytiynyy marketing. Tendentsii i perspektiva [Russian Event Marketing. Trends and Perspective]. Laboratoriya reklamy i PR [Laboratory of Advertising and PR], № 5 (60). pp. 32–36.
15. Paranina, N. A. (2014). Mediaobrazovaniye kak sredstvo razvitiya mediakul'tury studentov [Media Education as a Means of Developing Students' Media Culture]. Pedagogicheskoye obrazovaniye I nauka [Pedagogical Education and Science], № 1, pp. 80–83.
16. Podlesnyy, K. A. (2014). Pedagogicheskiy potentsial audiovizual'nykh mediatekstov fantasticheskogo zhanra [Pedagogical Potential of the Audiovisual Media Texts of the Fantastic Genre]. Innovatsii v obrazovanii [Innovation in Education], № 3, pp. 151–161.
17. Sal'nyy, R. V. (2014). Mediavospriyatiye kak filosofskaya i psikhologicheskaya problema [Media Perception as a Philosophical and Psychological Problem]. Mediaobrazovaniye [Media Education], № 3, pp. 24–37.
18. Stepanov, Ye. V. (2006). Sotsial'naya reklama v Rossii: genezis, zhanry, evolyutsiya [Social Advertising in Russia: Genesis, Genres, Evolution]. Moscow, West Consulting, 120 p.
19. Federal'nyy zakon ot 13 marta 2006. № 38-FZ «O reklame» [Federal Law of March 13, 2006. № 38-ФЗ "On Advertising"], available at: http://ivo.garant.ru/#/document/12145525/paragraph/108:0 (accessed: 05/30/2019).
20. Fedorov, A. V. (2012). Analiz audiovizual'nykh mediatekstov : monografiya [Analysis of Audiovisual Media Texts : monograph]. Moscow, ICO “information for all”, 182 p.
21. Feofanov, O. A. (2000). Reklama. Novyye tekhnologii v Rossii : uchebnoye posobiye [Advertising. New Technologies in Russia: textbook]. St. Petersburg, Piter Publishing House, 384 p.
22. Khil'ko, N. F. (2014). Sotsial'no-kul'turnoye vozdeystviye ekrannoy informatsii kak mekhanizm audiovizual'nogo tvorchestva [The Socio-cultural Impact of Screen Information as a Mechanism of Audiovisual Creativity]. Iskusstvo i obrazovaniye [Art and Education], № 2, pp. 117–125.
23. Chelysheva, I. V. (2014). Transformatsiya razvitiya esteticheskoy kontseptsii v rossiyskom mediaobrazovanii (1960–2011) [Transformation of the Development of an Aesthetic Concept in Russian Media Education (1960–2011)]. Taganrog, Publishing House of the Taganrog Institute named after A. P. Chekhov, 220 p.
24. Ezhova, E. N. & Zamozhnykh, Е. A. (2018). Communication Strategies for Social Advertising. Proceedings of the 2018 IEEE Communication Strategies in Digital Society Workshop (2018 ComSDS), St. Petersburg, IEEE, pp. 15–18.
25. Fedorov, A. V. (2015). Media Literacy Education, Moscow, ICO “information for all”, 577 p.
Опубликована
2019-11-26
Как цитировать
EZHOVA, Elena.
Студенческий фестиваль социальной рекламы как ресурс медиаобразования российской молодежи.
Знак: проблемное поле медиаобразования, [S.l.], n. 4 (34), p. 37–44, nov. 2019.
ISSN 2949-3641.
Доступно на: <https://journals.csu.ru/index.php/znak/article/view/196>. Дата доступа: 08 sep. 2024
Раздел
МЕДИА И ОБРАЗОВАНИЕ
Ключевые слова
медиаобразование, медиатехнологии, студенческий фестиваль социальной рекламы
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