System Of Strategic Communications Research Articles

Трансформация системы стратегических коммуникаций предприятий легкой промышленности и индустрии моды

The fashion industry has to update collections extremely fast, which leads to resource depletion in the absence of demand. Moreover, environmentally-aware consumers tend to associate this accelerated production cycle with environmental pollution. As a result, the growing public interest in green materials and lean manufacturing increases the popularity of brands that are associated with sustainable business practices. The relevance of the topic is due to the fact that the strategic communications system is also a subject to qualitative changes brought about by new trends and patterns. If a fashion enterprise changes its principles, philosophy, ideology, and strategic priorities in the context of environmental transformations, customers should be made aware of these changes. Strategic communications and their transformations in the TFC industry remain largely understudied. The author identified the current working tools of the strategic communications system that could provide effective long-term development in the fashion industry. The research relied on the theory and methodology of strategizing developed by Professor V.L. Kvint, Dr.Sc.(Econ.), Foreign Member of the Russian Academy of Sciences. Such standard methods as analysis, synthesis, generalization, abstraction, and benchmarking made it possible to reveal the key strategic trends and patterns that shape the contemporary strategic principles of entrepreneurship in the TFC industry. The resulting updated system of strategic communications is effective in bringing across new values to fashion consumers.

Implementation of Public Affairs in the interests of military operations: NATO standards and Ukrainian Armed Forces experience

The research relevance is determined by the need for a deep understanding of Public Affairs strategies in modern military conflicts, where the information space becomes an arena of struggle no less important than the battlefield itself. In the context of the growing role of media and information technology, the effective implementation of Public Affairs can determine the success of military operations and the formation of public opinion. The study aims to analyse current approaches to Public Affairs in the military sphere, with a focus on the experience of the Armed Forces of Ukraine and the implementation of NATO standards, to identify effective strategies and methodologies in this area. The methodological basis of the study is based on the following methods: analysis, synthesis, comparison, generalisation, classification, and systematisation. The results of the study include a review of regulations, organisational structure, means and methods of Public Affairs used in the Armed Forces of Ukraine and NATO countries. Analysis of the challenges and problems faced by Public Affairs professionals in the current conditions of hybrid warfare, as well as the prospects for the development of this area of activity in the context of strengthening the information security of the state, is given special attention. The author emphasises the importance of integrating Public Affairs into the overall system of Strategic Communications in the structure of military command and the need to ensure the active participation of Public Affairs Officers in the planning and implementation of military operations. The importance of developing the professional skills of Public Affairs professionals and using the latest information and communication technologies to improve the effectiveness of Strategic Communications is emphasised. The practical significance of the study is due to its contribution to the development of approaches and standards for the implementation of effective Public Affairs in the context of military operations, identification of problems and challenges in this area, recommendations for developing the skills of specialists and improving the level of information security of the state

Strategic communications as a component of state information security

At the present stage, the formation of the information society is determined by the active process of information exchange and communication interaction at different levels - interpersonal, between social groups, strata, and countries. In addition to its constructive characteristics, this process is characaterized by a number of risks that pose a threat to the information security of states and are aimed at violating human rights and freedoms, undermining established democratic traditions and authority on the geopolitical map of the world. This demonstrates the relevance of the study of strategic communications as a guarantee of security sector reliability. In view of the above, the purpose of the article is to study the peculiarities of communication interaction at the strategic level in the context of the information security of the state. The methodological tools are based on dialectical and socio-cultural methods, as well as systemic, informational and functional approaches, which made it possible to present strategic communications as a living and open system, the elements of which interact with each other and depend on the cultural and historical conditions of society. The key threats to information security in the context of communication interaction at the strategic level are the use of aggressive rhetoric, the production of false information flows, the spread of fake content, myth-making and attempts to rewrite history. The author analyzes the nature of Russian disinformation campaigns and the experience of the EU and Baltic countries in countering them. The Ukrainian realities have proved the rationality of building strategic communications on the basis of public trust in the subjects of information production, given that, in addition to representatives of the diplomatic corps and representatives of the security sector, experts from academia and civil society in general should be active participants in this process. The practical significance of the results obtained is that they can be used to identify ways to build a national system of strategic communications and create an institution to coordinate this activity at the interagency level

КОМУНІКАТИВНА ПОЛІТИКА НАТО: БАЗОВІ ТЕОРЕТИКО-ПРАКТИЧНІ ЗАСАДИ

The article examines the communication policy of the Northern Alliance (NATO), the conditions of its formation, the stages of its formation, and the key principles of NATO’s strategic communications system, which is an integral and important component of the internal and external political activities of the defense bloc. The main definitions of the term strategic communications and their components, the concept of hybrid war, etc. are given. It was found that the lack of a comprehensive communication strategy for the coordination of various activities and the formation of messages and narratives during the NATO mission in Afghanistan pushed the Alliance to develop a strategic communication system. Currently, the Alliance is making efforts to comprehensively develop the Organization’s communication policy, increase the level of awareness of the population of NATO member countries regarding the bloc’s values, goals, operations and actions. The article substantiates the influence of the Russian-Ukrainian conflict on NATO’s awareness of the need to fight the manifestations of the hybrid war of the Russian Federation, which it is waging in Ukraine, Moldova, Georgia, as well as in Central and Eastern Europe. The Alliance recognizes that an effective strategic communications system is extremely important in countering Russian propaganda.

ГУМАНІТАРНА ПОЛІТИКА УКРАЇНИ ЯК СТРИМУЮЧИЙ ФАКТОР ГІБРИДНОЇ АГРЕСІЇ РФ

The article attempts a political science analysis of the features of humanitarian policy as a direction of state policy, the specifics of the implementation of international humanitarian policy, as well as the correlation of national sustainability and humanitarian policy of the state. It was found that humanitarian policy is based on the recognition of inalienable human rights, including the right to a decent life for everyone, regardless of national, racial, religious, age, gender, individual or social characteristics. The humanitarian sphere unites the following policies: cultural, religious, science policy, educational policy, health care and policy in the field of tourism, sports and physical culture. One of the most effective tools for coordinating the above policies may be the state’s strategic communications system. It has proven that state humanitarian policy personifies a social phenomenon and is always associated with the specifics of civil society. The main goal of Ukraine’s modern humanitarian policy is to maximize the potential of every person and create decent conditions for the realization of all his intellectual and creative potential. Ukraine’s humanitarian policy plays an important role in strengthening the national identity and resistance of society and is a deterrent in the context of hybrid aggression from the Russian Federation.

Практичне застосування PR-інструментів у системі соціальних комунікацій інституцій вищої освіти (на прикладі провідних ЗВО України та світу)

The article considers the most used PR tools in the system of social communications of higher education institutions on the example of top universities in Ukraine and the world. Using the methods of comparative analysis, monitoring and modeling, the paper analyzes the main differences between foreign and domestic approaches to using PR tools. It was revealed that foreign universities start working with their audience much earlier – even at a time when future applicants study in secondary or junior school. That is, the foreign institutions of higher education create special online courses from teachers for younger audiences, recommend educational platforms, and establish communication with parents, who, in turn, can influence future applicants. In addition, the world‘s leading universities cooperate with the school teachers who, as a part of vocational guidance work, agitate their students to enter a particular university. Such communication through opinion leaders allows to increase the level of trust and guarantees a greater perception of information. From researched domestic and foreign scientific sources that describe the PR tools in the system of strategic communications of universities, it becomes clear that there is a conscious need to use public relations in the communication of universities. Much of these researches highlight the importance of open days and social media posts that have the greatest potential. In addition, the article presents the own model of PR tools arsenal in the system of social communications of higher education institutions, which classifies them according to the speed of action, application and effectiveness.

ВПЛИВ ГІБРИДНИХ ВІЙН ПРОТИ УКРАЇНИ НА ІНФОРМАЦІЙНО-МЕДІЙНІ ПІДРОЗДІЛИ ЗБРОЙНИХ СИЛ ЛИТОВСЬКОЇ РЕСПУБЛІКИ (2013-2021РР.)

The article examines the activities of the information, media and cyber units of the Armed Forces of the Republic of Lithuania and its Ministry of Defense as constituent components in informing their own population, the international community and enlisting maximum support for their actions, countering information threats through mass media and cyber attacks from unfriendly countries that are trying to influence the Republic of Lithuania. The peculiarities of national legislation regarding national and information security, the functioning of the strategic communications system, the activities of the press services of the Armed Forces of the Republic of Lithuania and their mass media, methods of responding to information incidents and the formation of relevant reports are analyzed. The task and structure of the military mass media (newspapers, radio and television, Internet resources), information agencies and press services have been studied. For the first time, the activities and organizational staffing structure of the information and media structures of the Armed Forces of Lithuania were investigated; normative and legal acts on issues of strategic communications and response to information incidents have been introduced into scientific circulation. The article also examines and compares certain differences between the information and media structures of the Armed Forces of Ukraine and the Armed Forces of the Republic of Lithuania. In particular, staffing of military mass media with servicemen and independent civilian workers. Thestudy describes how the beginning and subsequent armed and hybrid aggression of the Russian Federation against the Ukrainian people from 2014 until the start of a full-scale war in 2022 affected the activities of the information and media structures of the Republic of Lithuania and the adjustment of the state's regulatory and legal legislation in the information and cyber sphere .

The Problem of the Value of Information and Expertise in the System of Strategic Communications of the Odesa Region

The Problem of the Value of Information and Expertise in the System of Strategic Communications of the Odesa Region

Зв’язки з громадськістю у системі стратегічних комунікацій Збройних Сил України як типова модель комунікації у публічному управлінні

The article considers the peculiarities of public relations in the system of strategic communications of the Armed Forces of Ukraine and defines their role and place from the standpoint of public administration. The main components of the functioning of the strategic communications system in NATO member countries are analyzed. Emphasis is placed on NATO’s strategic communications standards and policies. Strategic communications in the field of public administration are aimed at the interoperability of government and society. But depending on the structure of public administration, this area has its own specifics in terms of content and communicative aspects. Differing in functional composition and scope of coverage, all structures of public administration are still interconnected. The main tasks and directions of strategic communications in the Armed Forces of Ukraine in the context of reforming the military sphere and ensuring the effectiveness of the course of Ukraine ’s membership in NATO are substantiated. In the system of strategic communications of the world’s leading countries, the work with specialists in public relations of the armed forces has been built as efficiently as possible. The article also mentions the system of strategic communications of the leading countries of the world, in particular the United States of America and Canada, which have built the requirements for their public relations specialists in the armed forces as productively and conveniently as possible. Specialists of units of the armed forces at the tactical, operational and strategic levels are described, which always meet all possible information challenges of time and new circumstances, which is extremely relevant for use in the domestic army. Therefore, aspects of these developments are also considered in the article as an important experience that should be actively implemented in the domestic army.

"БИТВА НАРАТИВІВ" У СУЧАСНОМУ МЕДІАПРОСТОРІ УКРАЇНИ

The paper explores strategic communications in Ukraine's media space. Strategic communications as a system of multi-vector interaction with society have proven to be connected with a range of relevant and socially important issues, acting as the most effective technology in building the information defence amid intense hybrid aggression and ensuring the country's cognitive resilience. Typical anti-Ukrainian narratives undermine the main political reference points and affect the society's cognitive stability. The analysis of narrative realizations confirms that anti-Ukrainian narratives belong to post-truth. These narratives reflect the chaotization of world image: irrationality, emotionality, evaluation, expressiveness, and persuasiveness replace objectivity and rationality. The study determines the main features of strategic narratives and establishes the grand narrative in the strategic communications system. The paper claims a "battle of narratives" representing a struggle of different behavioural models exists in Ukraine's media space. All anti-Ukrainian narratives undermine the central Ukrainian narrative (or grand narrative), the identity narrative, while the majority of pro-Ukrainian narratives promote the idea of the Ukrainian people as a nation. An effective strategic narrative inevitably engenders a counter-narrative that aims at deconstructing or delegitimizing the previous narrative's (or its variants') effect on the target audience. A counter-narrative creation mechanism does not entail symmetry; its objective is to reprogram the call to action and block the recipients' motivational potential.

Peculiarities of Implementing the State’s Strategic Narrative based on the Public Opinion

The main purpose of the article is the peculiarities of implementing of the state’s strategic narrative based on the the statistical analysis of the public opinion. The scenarios of the public opinion development are forecasted. The main results are: the graphs of the statistical series of change in public opinion have been constructed; the approximating functions for the trend of change in public opinion have been determined; the parameters of the approximating function have been calculated; a point forecast of the change in public opinion has been made. The main scientific method ia the method of statistical extrapolation. The main results are: to identify the features of the implementation of the strategic narrative of the state system in strategic communications; it is obtained the necessary minimum value of efficiency. This value of efficienct should be achieved by the system of strategic communications, when taking appropriate measures to promote and support of the appropriate course of the state by the population. This result is actually such as in the controlled territory and in the temporarily occupied territories (Donetsk and Luhansk regions, the Crimea). Keywords—strategic narrative, target audience, informational and psychological influence, strategic communications

ПІДГОТОВКА ФАХІВЦІВ ЗІ СТРАТЕГІЧНИХ КОМУНІКАЦІЙ ДЛЯ МІНІСТЕРСТВА ОБОРОНИ УКРАЇНИ

<p><em>The article is a study of the current state of information danger in a «hybrid war», which has led to the increased attention to the training of specialists in strategic communications in the Ministry of Defense of Ukraine. The aggression of the Russian Federation against Ukraine, especially in terms of information aggression, led to the search for possible mechanisms for a holistic response to such a challenge by national security experts. One of the mechanisms of such a response is the development of a system of strategic communications. </em></p><p><strong><em>The purpose</em></strong><em> of the study is to analyze the features of training specialists in strategic communications for the Ministry of Defense of Ukraine. </em></p><p><strong><em>Research methodology.</em></strong><em> The methods used in the article are the following: search of the available methodological and scientific literature with analysis of the found material, elucidation of causal relationships, systematization, and analysis of documentation and results of researchers on the problem of the study. A big block of problems related to the formation of an effective system of strategic communications in Ukraine includes a clear understanding of its components and effective coordination of strategic communications in multilevel systems with their own hierarchy, decision-making system, traditions and even goals.</em><em> </em><em>The method of content analysis is used to understand the practices of training relevant professionals in the materials of the media.</em><em></em></p><p><strong><em>Results.</em></strong><em> The content of strategic cooperation between Ukraine and NATO in the field of strategic communications is considered. To implement the Plan, the Ministry of Defense of Ukraine, within the framework of the package of Partnership Goals between Ukraine and NATO, launched a new program of Partnership Goal C0021 «Strategic Communications», which provided a set of systemic measures in this area, which must be implemented by the end of 2018. The activity of the higher educational institutions within the educational program and with the involvement of other educational institutions in the field of improving the level of training of specialists in strategic communications is characterized. The National University of Defense is creating an appropriate training base, a comprehensive model of strategic communications with the involvement of relevant units at all levels. Since 2018, NANGU has been training applicants for higher education in the specialization «Linguistic support of troops and strategic communications» at the bachelor and master’s levels. </em></p><p><strong><em>Novelty.</em></strong><em> The main emphasis in the training of specialists should be on the training of professional project managers and analysts to work in a dynamic and unpredictable communicative environment, where strategic communications are formed and the market of new information tools is rapidly developing.</em></p><p><strong><em>Practical </em></strong><strong><em>significance</em></strong><strong><em>.</em></strong><em> The research results will be useful in the educational process of universities.</em></p><p><strong><em>Key words: </em></strong><em>strategic communications, cadet, professional training, hybrid war, principle, counteraction, mechanism.</em></p>

Department of Foreign Policy National Institute for Strategic Studies. Cooperation between Ukraine and Turkey in the fi eld of military-industrial complex in the context of strategic partnership between the two countries

Ukraine and Turkey are united by a set of factors that have developed histori cally and serve as the basis for fruitful cooperation in the area of military-industrial complex. The two countries have achieved intensive development of the military industrial complex in diff erent periods. For Ukraine, this is the Soviet period, the 1930s and 1980s, and for Turkey, the last three decades. Turkey is engaged in the development of digital defence technologies, while Ukraine develops the production technology base. Ukraine and Turkey have great prospects for cooperation in many areas, including digital communication systems, strike drones, high-precision weap ons, radar systems, active defence systems for armoured vehicles, transport aircraft, engines, and shipbuilding. The example of the military campaign in Karabakh, in particular the capabilities and eff ectiveness of drones in modern warfare, established the importance of this experience for Ukraine, which can be used both in military combat and in special operations and sabotage against individual members of enemy command and control objects. Endless confl icts in the global south continue to create new opportunities for the export of high-tech products of Ukrainian and Turkish gunsmiths. Establishment of a system of strategic communications between Ukraine and Turkey in the area of the military-industrial complex operation is pos sible through the development of a plan of future actions to anticipate all possible scenarios. Therefore, the authors of the study establish that the strategic partnership between Ukraine and Turkey not only helps strengthen Ukraine’s defence capabilities and obtain the latest models of armaments for the Armed Forces of Ukraine, but also increases the export potential of the currently existing military-industrial complex.

ОСОБЛИВОСТІ ФУНКЦІОНУВАННЯ ГРОМАДЯНСЬКОГО СУСПІЛЬСТВА В УМОВАХ ДЕЛІБЕРАТИВНОЇ ДЕМОКРАТІЇ

The purpose of the research: to clarify features of civil society as a sociopolitical phenomenon. Results: scientific principles of conceptual researches of civil society, deliberative democracy and their interdependence are analyzed and systematized, the essence of deliberative democracy in the processes of realization of the power potential of civil society is also covered. Conclusions: the functioning of civil society mechanisms in the deliberative democracy is an important dimension that exists as a system of an active political position of citizens and enables their direct participation in political life, as well as ensures full realization of citizens’ rights and freedoms. The power of civil society is systemic and is characterized by the formation of a relatively stable synergetic structure, according to which a constant exchange of structural elements is implied and includes: matter, information and energy with their «environment», i. e. the state. The model of deliberative democracy serves as a basis for the implementation of an effective system of strategic communications. Significance: highlighting the characteristics of civil society in deliberative democracy is a significant topic in the civil society study because now there is a need to deepen knowledge about the theoretical and practical foundations of its institutions in modern democracies and states of law.

ОСОБЛИВОСТІ ЗАСТОСУВАННЯ МЕТОДУ ФРАКТАЛЬНОГО АНАЛІЗУ СТАЛОСТІ ПРОЦЕСУ РОЗВИТКУ ГРОМАДСЬКОЇ ДУМКИ ПРИ РЕАЛІЗАЦІЇ СТРАТЕГІЧНОГО НАРАТИВУ ДЕРЖАВИ

When carrying out measures to popularize and support the population of Ukraine's acquisition of full membership in the EU and NATO, first of all, it is necessary to make sure that, as a result of the implementation of these measures, the system for the development of public opinion of the population will remain in a constant process of desired changes without uncontrollable disturbances. The main objective of the study is to test the stability and sustainability of the development of civic thought in the right direction, to identify and anticipate unwanted disturbances in the relations of citizens of different political orientations. The article discusses the scientific substantiation of the features of the application of the fractal analysis method in determining the sustainability of the development of public opinion of the state in the implementation of a strategic narrative when carrying out appropriate measures to popularize and support by the population the acquisition of full membership of Ukraine in the EU. By calculating the fractality index, it has been proved that the process of development of public opinion of the population of Ukraine regarding accession to the EU, which is represented by a time series based on the results of generalized statistical data from a survey of the population of Ukraine in the period from 2002 to 2019, is constant. The results of the study show that the implementation of the control actions of the staff structures and subdivisions of the strategic communications system of the Ministry of Defense and the Armed Forces of Ukraine, calculated taking into account the forecast data for 2020-2021, will not cause significant uncontrollable disturbances, and the process of changes in public opinion of the population of Ukraine will take place in constant movement of the desired changes in accordance with the strategic narrative of the state. This will make it possible to carry out a scientifically grounded distribution of the predicted total volume of tasks between various structural divisions of the strategic communications system of the Ministry of Defense and the Armed Forces of Ukraine, with the obligatory consideration of the characteristics of various target audiences.

Improvement of Information and Legal Services for Library Users in the System of Strategic Communications

Improvement of Information and Legal Services for Library Users in the System of Strategic Communications

СТРАТЕГИЧЕСКОЕ ПЛАНИРОВАНИЕ РАЗВИТИЯ СОЦИАЛЬНО-ЭКОНОМИЧЕСКОЙ МОДЕЛИ КОММУНИКАЦИИ

The article considers the strategic management carried out on the basis of a strategic plan, which includes among the main provisions and components of models for applying methods and methods of communication. According to the author, strategic communication planning is a process of bringing the communication structure and function in line with the main goals of the organization. The so-called strategic communications matrix, which is the focus of marketing research, includes those communication models that fit into the system of strategic communications, involve all stakeholders in the communication process, and optimize communication efforts. Considering the aspects of the development of strategic planning in Russia, the author comes to the conclusion that in the Soviet period of development, the goals of strategic planning were not expressed in the plan of strategic communications, which is a tool for managing all communication structures and processes included in the system of strategic management of the development of a particular object.

Обґрунтування реалізації стратегічного наративу держави

To achieve the purpose of the article, the authors consider the task of scientifically substantiating the peculiarities of implementing the strategic narrative of the state based on the analysis of public opinion statistics and forecasting the scenarios of its development. In order to achieve the purpose of the article, the authors have compiled and summarized the statistical data of public opinion of Ukraine's population on joining the EU, NATO and non-aligned status over the past years. Using the method of statistical extrapolation, graphs of the statistical series of changes in public opinion were constructed, and the approximation functions for the trend of public opinion change were determined. The parameters of the approximation function are calculated and the point forecast of the change of public opinion is made. The conducted analysis gives an opportunity to determine the peculiarities of implementation of the strategic narrative of the state by the system of strategic communications and to realize the interests of the state in the form of support of the population for its strategic course for the acquisition of full membership of Ukraine in the EU and NATO. The obtained point forecast of the change of public opinion indicates the necessary minimum value of effectiveness, which should be achieved by the strategic communication system, in carrying out appropriate measures to promote and support the population of the respective course of the state not only in the controlled territories but also in the temporarily occupied territories of Donetsk, Luhansk and Luhansk Of the Autonomous Republic of Crimea.

ОБҐРУНТУВАННЯ ЕЛЕМЕНТІВ КОМУНІКАТИВНОЇ МОДЕЛІ СИСТЕМИ СТРАТЕГІЧНИХ КОМУНІКАЦІЙ СИЛ ОБОРОНИ

У статті розглянуто основі комунікативні функції системи стратегічних комунікацій Сил оборони. Наведено характеристики елементів когнітивного інформаційного простору та детерміновані чинники, які впливають на діяльності органів управління Сил оборони. Проаналізовано і узагальнено сучасні умови функціонування системи стратегічних комунікацій в контексті їх трансформації, а також виявлено ряд факторів, що створюють перешкоди на шляху створення нових комунікативних можливостей. На основі аналізу сучасних теоретико-методологічних концепцій управлінської діяльності органів військового управління досліджено питання взаємодії між можливими елементами системи стратегічних комунікацій Сил оборони. Виявлено вплив основних детермінантів, які впливають на ефективність функціонування системи стратегічних комунікацій Сил оборони. На відміну від існуючих підходів наведені складові комунікативної моделі системи стратегічних комунікацій Сил оборони відображає об’єктивну реальність процесів, які обумовлюють взаємозв’язок між можливими функціями та умовами. Комунікативні системи в сферах національної безпеки відіграють когерентну роль, яка за своїм змістом відображає вертикальні та горизонтальні взаємозв’язки системи безпеки та оборони України. Тому виникає необхідність проведення детального опису функцій систем, які задіяні для виявлення психологічного впливу на цільові аудиторії та системи, що відповідають за проведення випереджувальних заходів. Наведений опис елементів комунікативної моделі системи стратегічних комунікацій Сил оборони дозволяє реалізувати модель, яка визначає сутність комунікативних можливостей системи стратегічних комунікацій Сил оборони в інтересах реалізації протидії деструктивному психологічному впливу. Особливу увагу приділено здатності об’єктивно прогнозувати можливі наслідки та адекватно реагувати (протидіяти) на негативні процеси. Запропонований методичний підхід має універсальний характер, а тому може бути застосований при розробці аналогічних методичних засобів не лише стосовно воєнної сфери, але і до усієї соціальної системи держави або її окремих секторів в інтересах забезпечення внутрішньополітичної стабільності.

Event-sphere as a communicative platform for the modern poet

The authors of the article proceed from the conviction that it is necessary to present the creative achievements of the modern poet in various communication platforms. The article describes the different types of such sites, motivates the need for their convergent use in the system of strategic communications. The effectiveness of the most popular communication platforms is based on the assessments of millenial poets facing with the most difficult task of identifying their own author’s identity in the context of altermodern discourse. The following types of communication platforms are overviewed: TV shows, a literary magazine, a festival, a festival with a competitive component, a school of writing, poetic blogosphere, and a personal brand. The communicative opportunities offered by these platforms allow to integrate traditions and innovations, modern and postmodern, universal and particular, mass and elitist beginnings in culture, overcoming the negative trends of each discourse separately: isolationism and commercialization, dogmatism and simulation, closeness for the interlocutor and the devaluation of the values of high poetic culture. In the issue we hypothesize that the millennial poet chooses the art of combining as the most effective communication strategy, allowing the author to show his identity.