Scientific photography: communication strategies and ethical challenges for its dissemination in digital environments

Based on the Russian educational standard, they are determined the vectors of digital transformation of the competence model of the future advertising and PR specialist as an effective communicator. The performing professional functions of a communicator in the digital sphere is based on specific communication strategies. They form the basis of a communications specialist's personal brand. Based on the method of system analysis, the authors represent the concept of professional digital competence from the point of view of the communication, not the technological aspect. It is also given its significance in the formation of a professional brand of a communications specialist. The main purpose of the research is to identify communicative strategies in the digital environment in the competence model and the stages of their formation as part of the personal brand of an advertising and public relations specialist. Based on the modeling method, it is described the nomenclature of such strategies. It is noted that they contribute to the formation of the personal brand of the future communicator in the digital environment, as well as the students' readiness to implement them in professional activities.

In the digital era, cross-cultural communication in the business environment has become more widespread than ever before. Many organizations have spread their business units overseas not only to strengthen their financial status but also to establish a strong business network worldwide. Cultural awareness shapes the behaviour of business organizations in cross-culturally reflected international markets. Therefore, understanding cultural differences is one of the significant skills for organizations to develop to have a competitive advantage in international business. Digital technologies are changing the business environments through which they interact with their clients. The chapter articulates the changing business environment and the need for cross-cultural communication in the digital environment. The influence of globalization on cross-cultural communication, adoption of various communicative strategies, cultural impacts, issues faced by global managers, overcoming barriers to cultural adaptations, and key areas influencing adoption of digital communication are assessed.

Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment.
 
 Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods.
 
 Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises.
 
 Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation.
 
 Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability.
 
 Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods. Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises. Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation. Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability. Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment.
 
 Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to improve the positioning of the enterprise's brand and increase its penetration into the market of goods.
 
 Design/methodology/approach: The method of induction and deduction was used to identify the key prospects for the development of communication strategies for Internet marketing of trade enterprises.
 
 Findings: An important research direction is the analysis of the process of formation and organization of the Internet marketing communication strategy based on the practice of using management decisions. The results of the study reveal the achievements of trade enterprises in implementing an advertising campaign, improving the quality of the communication strategy, and the key structural elements necessary for its effective implementation.
 
 Research, Practical & Social implications: Due attention is paid to the process of developing a communication strategy through various means of Internet marketing and their use in the digital environment. The article examines the communication strategy and its features in sales policy, advertising campaigns, and brand management as key areas of its manifestation. The use of a communication strategy and its implementation in modern prospects is of strategic importance for a commercial enterprise to ensure its long-term viability.
 
 Originality/value: The obtained results of the study may be useful for trade enterprises in organizing and planning their communication strategy for Internet marketing.

The article examines the impact of communication strategy on the implementation of the corporate mission and vision of an enterprise in the context of digital transformation. The scientific approaches to understanding the role of mission and vision in strategic management are summarised, and the importance of communication strategy as a key tool for ensuring the unity of strategic guidelines, management decisions and corporate culture is revealed. It is asserted that a mission and vision which have been clearly formulated, and which are communicated in an effective manner, have the capacity to provide strategic orientation of employees' behaviour, to support for change, to increase stakeholder trust and to enhance reputational capital. The article delineates the primary impediments that hinder the effective implementation of the mission and vision through communication actions. The barriers to effective strategic communication in the digital environment are numerous and complex, and include the following: a low level of staff involvement in strategic communications; formality in the transmission of values; a gap between communication goals and actual management practice; and fragmentation of internal information policy in the digital environment. It has been posited that an efficacious communication strategy should provide for systematic interaction with stakeholders based on transparency, adaptability and semantic consistency of messages. The following model is proposed for use in representing the relationship between the key elements of the communication strategy and the components of corporate identity. This model enables enterprises to align communication actions with the mission, vision and strategic priorities of the organisation. The study demonstrates that the communication strategy functions not only as a tool for reputation management, but also as a mechanism for strengthening organisational identity, adapting to external challenges and building long-term trust in the company. The author identifies directions for further research, in particular the study of communication dynamics in the context of digital transformation and the application of interdisciplinary approaches to the development of strategic communication models.

In view of the mediatized scenario, organizations are challenged to rethink how they develop their processes, such as communication strategies, in order to overcome merely instrumental models. It parts from the problem that the communication strategies of organizations should consider strategic communication as the guiding principle of their actions, here understood as an integrative proposal that can guide the organizational actions, in order to interconnect the organization to the social, political and cultural context mediated. It is recognized that non-contextual communication strategies are disaggregated into purely market-based and punctual actions and do not take into account the diverse publics that are in interaction and are linked to the organizations. In this way, this exploratory work aims to identify communication strategies in micro, small and mediumsized companies in the Food Service segment in Bauru city (Brazil), seeking to recognize if these actions are developed under a purely mechanistic logic or if they allow a guiding perspective of strategic communication. As results, it was verified that, in these organizations, communication strategies worked mainly in the digital environment under a functionalist bias prevail.

This chapter discusses the role of visual communication in digital environments, particularly as ‘education' transitions from traditional models to dynamic ‘learning' frameworks. The efficacy of visual tools and multimedia contents in enhancing student engagement, interaction and collaboration within Digital Learning Environments (DLEs) is critically examined through the lenses of constructivism, cognitive load theory and the multiliteracies framework within the broader theoretical perspectives of visual culture studies and critical media pedagogies. Drawing on recent empirical research findings and case studies from the Portuguese educational context, this research highlights the nuanced effects (and affects) of visual communication on learning experiences and outcomes. A comprehensive overview on the current DLEs available for teaching and learning will be provided, including actionable insights and practical recommendations for ‘all learners' seeking to integrate effective visual communication and design strategies into their practices.

This article presents a comprehensive analysis of the influence of cultural identity on consumer behavior regarding cosmetic products in the digital space, using the markets of China and Russia as case studies. The relevance of the research is justified by the profound transformation of consumer practices driven by digitalization, which, on one hand, standardizes access to information and purchasing, while on the other, intensifies the significance of cultural differences in the perception of advertising messages. The aim of the work is to identify the specifics and mechanisms through which culturally determined values and norms influence the decision-making processes, motivation, and online behavior models of target audiences. The study revealed key differences in the approaches of Russian and Chinese companies to establishing a dialogue with consumers. The comparative study employed methods of content analysis of advertising texts from leading brands and an analysis of their communication strategies on social media. consumption. The scientific novelty of the research lies in the fact that it is the first to conduct a cross-cultural analysis of the influence of cultural identity on consumer behavior in the digital environment, using the cosmetic markets of China and Russia as examples. In contrast to previous works focused on individual markets, this study empirically proves that in the era of digitalization, the cultural code is not leveled but becomes a key barrier and, simultaneously, a driver of effective communication. The results showed a steady trend towards the increasing importance of the cultural code in the digital environment: despite globalization, brands are forced to carry out deep glocalization of content, appealing to national symbols, aesthetic ideals, and linguistic features. The main conclusion emphasizes that a successful digital communication strategy in the cosmetics segment cannot be effective without the integration of a deep cultural component adapted to a specific target audience.

The article analyzes the digital image of a university teacher as a socio-psychological and pedagogical construct reflecting professional identity in digital environments. The structural components of the model are considered, and the author's methodology for assessing the digital image is developed. The necessity of congruence of digital self-presentation and visual-personal authenticity for effective pedagogical online communication is emphasized. The integration of the three levels into a single model creates a systematic basis for the formation of a digital image of a university teacher, where professional content, communication strategies and technological competencies are in dialectical unity. The implementation of this model can contribute not only to strengthening the individual professional brand of a teacher, but also to improving the effectiveness of pedagogical interaction in the digital environment, forming trusting relationships with the student audience and strengthening the corporate image of an educational institution in the digital environment.

The rapid development of digital technology has transformed the broadcasting industry, shifting traditional media distribution toward digital broadcasting platforms such as streaming services, online media channels, and mobile applications. In this evolving ecosystem, Artificial Intelligence has emerged as a key technological driver that enables media organizations to analyze audience behavior, optimize communication strategies, and deliver personalized content experiences. This study investigates the role of Artificial Intelligence in digital broadcasting communication strategies, with particular attention to its influence on audience engagement and media consumption behavior. This research employs a quantitative survey approach to examine audience perceptions of AI-based communication strategies within digital broadcasting platforms. Data were collected through an online questionnaire distributed to users who actively consume digital media services, including streaming platforms and online broadcasting channels. The analysis focuses on four main variables: AI communication strategy, content personalization, audience engagement, and media consumption behavior. Statistical analysis techniques, including descriptive statistics, correlation analysis, and regression analysis, were applied to evaluate the relationships between these variables. The findings reveal that Artificial Intelligence plays a significant role in improving communication strategies in digital broadcasting environments. AI-based systems enhance content discovery, support personalized media experiences, and increase audience engagement through adaptive content recommendations. Furthermore, the results demonstrate that both AI communication strategies and content personalization significantly influence audience media consumption patterns. Personalized recommendations encourage users to interact more frequently with digital platforms and explore a wider range of media content. Overall, the study highlights the importance of integrating Artificial Intelligence into digital broadcasting strategies to strengthen audience engagement and optimize digital media experiences. These findings provide insights for media organizations seeking to develop more effective communication strategies in increasingly data-driven digital broadcasting ecosystems.

This article offers a comprehensive analytical exploration of the interrelation and differentiation between the concepts of discourse, text, and hypertext, with a specific focus on their significance in the modern academic and informational landscape. The authors investigate how these concepts shape contemporary communicative practices, particularly in response to the ongoing digital transformation of communication methods. Discourse is conceptualized as a broad communicative structure that extends beyond individual texts to encompass the social, cultural, and cognitive dimensions of communication. In contrast, text is defined as the materialised, linear manifestation of discourse, providing a concrete form through which discourse is realised and made accessible for interpretation. Hypertext, as a relatively new form of textuality emerging from the digital age, is characterised by its non-linear structure, enabling users to interact with information through interactive elements such as hyperlinks, multimedia content, and other digital tools. This allows users to navigate more freely between different segments of text, presenting new possibilities for communication and the dissemination of knowledge. The study reveals how each of these elements interacts with one another across various communicative contexts, particularly within digital media environments that significantly influence contemporary modes of information perception and transmission. The authors analyse the shifts occurring in the communicative space as audiences are increasingly empowered to engage with content actively, rather than passively consuming it. This is particularly relevant in the digital era, where hypertext as a form of textuality challenges the traditional notion of linear text. A key aspect of the article is its examination of the cognitive, structural, and pragmatic dimensions of discourse, text, and hypertext. The research sheds light on how cognitive processes evolve across different media environments and how these changes influence the ways meanings are constructed and information is interpreted. The authors explore how communicative strategies adapt pragmatically depending on the media context in which discourse operates. For example, within digital environments, users not only consume content but also participate in its creation, altering the very nature of communication itself. Furthermore, the article delves into the impact of hypertext on modern audiences. Digital media create new opportunities for interaction between users and texts, leading to the development of new forms of engagement where audiences become active participants in meaning-making. Hypertextual structures allow users to move freely between different sections of the text, challenging traditional conceptions of reading and information processing. In the article’s conclusions, the author emphasise that discourse, text, and hypertext are closely interrelated, yet each plays a distinct role in contemporary communication. Hypertext, as a new form of textuality, offers novel ways of interacting with information, made possible by digital technologies. This research contributes to a deeper understanding of how these elements shape modern communication and what challenges and opportunities arise as they adapt to the digital age. This analysis, therefore, highlights the transformative potential of hypertext in shaping the ways audiences engage with content. In traditional media, text was often seen as a static form of information delivery, while in digital environments, hypertext allows for a more dynamic interaction between the user and the content. As users navigate between various nodes of information, they contribute to the creation of meaning, shifting from passive readers to active participants in the communication process. Hypertext thus plays a crucial role in the evolution of communication practices in digital media, offering new tools for information dissemination and interaction. Finally, the article underscores the importance of understanding these evolving communicative dynamics in the context of digital media’s growing influence. As the volume of digital content expands and becomes increasingly complex, so too does the role of hypertext in structuring how we interact with, process, and interpret information. By exploring these shifts, the research provides valuable insights into the cognitive and pragmatic changes brought about by digital technologies and their implications for communication in the modern era. In sum, this research offers a nuanced perspective on the interplay between discourse, text, and hypertext, underscoring their relevance in shaping the landscape of modern communication. Through a detailed examination of their distinct yet interconnected roles, the study contributes to ongoing discussions in linguistics and communication studies about the evolution of textuality and the profound changes introduced by the digital age. The findings provide a framework for further exploration of how these elements not only facilitate information dissemination but also influence audience engagement in a rapidly digitising world.

The purpose of the work is to investigate the phenomenon of visual communication, which is largely mediated by the emergence and development of mass culture, and in the conditions of the digital information, environment acquires the features of a universal cultural code. The research methodology is based on applying a systemic approach, an analytical method, cultural, semiotic, and axiological, which will allow a comprehensive consideration of the given problem and formulate well-founded conclusions. The scientific novelty is characterized by the fact that for the first time the problems of visual communication were investigated in terms of mass culture, which, thanks to the same visuality, is transformed in the conditions of the emergence and development of information digital technologies, which have become a system-forming factor for the cultural phenomena of the digital environment, which acquires the features of a complete socio-cultural space capable of producing values and meanings, to organize everyday society, thereby fulfilling the function of mass culture. Conclusions. Visual communication mediated by the digital environment and technologies is not only a full-fledged component of cultural practices, and processes of information exchange, but also a producer of meanings, values, and values embedded in the architecture of visual images. Today, the Internet environment is not only a modern powerful channel of communication but also a complete socio-cultural space that produces new cultural practices, saturating them with new meanings and meanings. Visual content formed on the Internet, thanks to the application of the game principle as a communicative strategy, and being saturated every time with other creative ideas for the reproduction of socially significant information for the participants of the communicative process, becomes a separate segment of cultural reality that produces new meanings and meanings. Visuality as a sign of a mass culture in the space of communication acquires new meanings, forming the universality of visual language, which, however, can be filled with values and meanings of a specific culture. Modern socio-cultural practices, mediated by the Internet network, have most contributed to the formation of separate Internet culture, and especially to the formation of its new digital forms, which are the result of both individual and collective creativity. This marked a new era in the development of the Internet in general, as well as in the development of the principles of communication, which was primarily caused by the emergence of social networks, blogs, which provided an opportunity to express one's own opinion, creativity, and their distribution among the familiar and unfamiliar public. Accordingly, in the development of modern socio-cultural practices, we observe a direct dependence on informational and technological progress.
 Key words: mass culture, visual communication, image semantics, digital environment, communication, cultural practices.

This study explores the impact of health misinformation in digital environments. The proliferation of misinformation on platforms like social media has a significant effect on public health behaviors. Understanding the sources, impacts, and strategies for addressing health misinformation is crucial for developing effective public health communication strategies. A mixed-methods approach was used, beginning with qualitative interviews involving healthcare professionals, public health officials, and community members to gather insights on misinformation sources, its impacts, and existing countermeasures. The quantitative phase involved a survey of 200 participants, focusing on misinformation exposure, trust in health information, and demographic factors. Data integration was achieved using a joint display matrix, combining qualitative themes with quantitative survey results. The study found that social media was the primary source of misinformation, with younger participants reporting higher exposure and emotional impact. Trust in health information was influenced by trust in local leaders and government or academic sources. Training also emerged as a key facilitator in improving confidence in identifying misinformation, with trained participants showing higher confidence in recognizing false health claims. The study highlights the importance of culturally relevant communication strategies and community engagement in addressing misinformation. Findings suggest that trust-building with local leaders and targeted training can improve public health efforts to combat misinformation.

The article explores contemporary trends in image-making in the digital environment, specifically through the concept of metadiscourse by Oleg Krishtal, which holds significant relevance in the sociological context. The influence of internet platforms, technological innovations, and social media on the operational speed of media and the role of digital technologies in shaping public opinion is particularly emphasized. In the digital society, where information spreads instantaneously through online resources, metadiscourse becomes an important tool for influencing social perceptions, helping to create a specific context for events, phenomena, and social processes. The article delves into the features of metadiscourse within the framework of digital communications and its ability to shape and to transform public opinion and social norms. Special attention is given to issues of information security in the digital environment. The article analyzes the challenges related to data security and the threats of misinformation arising from the expansion of digital platforms and social networks. Adapting journalism to new communication conditions is becoming increasingly important for effectively addressing these challenges, which contributes to the development of new forms of media content and communication strategies. The article also addresses the branding of territories in the digital age, as well as the interaction between social media, government structures, and the public in promoting territorial brands. Additionally, the article highlights the impact of artificial intelligence on image-making and its role in transforming sociological processes. It examines how new technologies, particularly artificial intelligence tools, influence the formation of social perceptions and their communication through digital platforms. This study is based on a structural-functional analysis of digital communication and sociological research methods, providing a deeper understanding of the changes occurring in the processes of image transformation in the digital society.