1 September 08, 2025

Abstract:
The article presents methodological and practical approaches to studying Soviet and post- Soviet feature films of the comedy genre about family and family education. Watching Soviet and Russian films, the audience has an opportunity to become familiar with the system of values, traditions, and models of family education presented in audiovisual media texts of different years. Developing value attitudes about family traditions and family education in the younger generation based on Russian feature films about family is a pressing issue in the present-day socio-cultural situation. The author presents individual forms and methods of media studies in a student audience, which can be a basis for further successful application in media education focused on feature films about family and family education; development of technologies and methods for integrating media education on this issue into university courses or subjects related to the fields of education, psychology, and sociocultural studies. Media education based on feature films of the comedy genre addressing family issues from the Soviet and post-Soviet periods includes autobiographical, structural, critical, semiotic, identification analysis, cultural mythology analysis, key character analysis, and others. Film studies addressing family issues in a student audience, do not only solve the main goals of media education, but also reveal potential opportunities for using feature films in building university students’ future professional trajectory for educating the younger generation, forming their value ideas about family and family relationships.

URL: https://me.cherkasgu.press/journals_n/1757345037.pdf
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Abstract:
Modern media are a powerful tool for influencing attitudes, behavioral patterns, values of young people, including their professional orientations and professional identity. The media image of a profession performs rational-cognitive (gaining knowledge, ideas about professional activity) and emotional-evaluative functions (formation of an emotional framework of motivational attitudes). The author set the goal to determine the influence of media on the formation of professional identity of young people. As an example, a case of students of the training program "State and Municipal Administration" was taken. In the course of the work, qualitative research methods were used, the results of a focus group interview of students were analyzed. The results of the study showed that students experience a lack of comprehensive, complete and reliable information about the activities of municipal employees. Information in order to attract attention is often presented in a negative interpretation, the everyday nature of the work of municipal employees is excluded from the field of view of modern media. The negative media image of the profession has a destructive effect on the processes of formation of professional identity of students. The article presents the areas of media literacy education for students studying in the field of "State and municipal administration": the formation of an internal locus of control in the processes of searching and selecting information, understanding the selective specificity of the action of digital algorithms, subjective limitations in the practice of data analysis, development of ethical standards for working with information, anticipation of the consequences of the dissemination of information and its impact on various socio-demographic groups. Personal narrative stories of representatives of a professional group are of particular interest to students. The personalized nature of the information, according to students, allows for a correlation between personal attitudes and real requirements for professional activity, and an assessment of the prospects for implementing successful professional trajectories.

URL: https://me.cherkasgu.press/journals_n/1757345072.pdf
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Abstract:
In the ever-evolving digital landscape, collaborations on various social media platforms are on the rise, encompassing both advantages and disadvantages for brands. This research investigates collaborations on Instagram with educational brands and their impact on audience engagement, evaluates their influence on consumer attitudes, perceptions, and trust regarding educational content and associated brands, and identifies the role these collaborations play in shaping consumer decision-making. It addresses the core question: What are the effects of influencer collaborations on visibility, engagement, and perceived ethicality of educational brands? By situating the findings within the framework of media literacy, the study underscores how critical assessment skills empower audiences to navigate influencer content responsibly. The research employs a thorough survey of 285 active Instagram users, utilizing a mixed-method questionnaire comprising Likert and nominal scale questions to provide both quantitative evaluations and qualitative insights. The survey responses were analyzed using correlation analysis through the Statistical Package for the Social Sciences (SPSS), ensuring methodological rigor. The results highlight the dual nature of influencer collaborations: while they enhance brand visibility, they also raise questions about ethical practices and learning outcomes, underscoring the need for improved media literacy. Additionally, these collaborations significantly affect customer perceptions and trust, providing businesses with an authentic identity and influencing consumer decision-making processes. This study also contributes to media and marketing research by offering insights for practitioners aiming to design effective and ethical influencer strategies in education, while promoting media literacy among audiences.

URL: https://me.cherkasgu.press/journals_n/1757345113.pdf
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Abstract:
This study found that the protection of traditional spiritual and moral values is most effective in the model of mass media education carried out by means of Russian animation in a pentabasis system of five components, each of which has its own value dominant "Man – Creation, Family – Traditions, Society – Consent, State – Trust in institutions, Country – Patriotism". It forms the pedagogical potential of the spiritual and moral content of cartoons in the audience culture of students. However, their media educational support is based on the principles: reflection of the spiritual and moral values of animation in the behavior of students. In this study, our attention is drawn to the educational model, which is understood as integration attractive properties of the process of youth animation creativity; the association of animation with family values and upbringing; protection of ethnocultural values in animation as part of intangible cultural heritage; overcoming the destructive socio-psychological consequences of breaking the connection between aesthetics and morality and the anti-breeding role of animation. An analysis of the plot content and value meaning of modern Russian cartoons shot in 2025 showed a significant shift in the spiritual and moral connotation of screen images of Russian animation towards humanization and reaching traditional values.

URL: https://me.cherkasgu.press/journals_n/1757345200.pdf
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Abstract:
The article deals with modern media space in the context of ethical and linguistic aspects. The purpose of the article is to analyze the ethical component of media texts in modern advertisement of medicines and medical services, to study the conditions for compliance of such media advertising with the principles of ecological thinking and ethical and linguistic standards. The study is based on the popular media, such as Arguments and Facts, Komsomol Truth, Arguments of the Week, etc. The article used a discursive cognitive-pragmatic analysis. It is necessary to adapt professional information to the collective addressee understanding level. The creation of high-quality advertising of goods and services in the field of medicine is determined by the interest of both the producer and consumer. Such advertising should be based as much as possible on ethical and linguistic standards, because their violation (connected with information content and the way and means of presenting information, in particular, the intentional use of manipulative techniques) is destructive. Manipulative medical advertising using incorrect methods, understood as a violation of ethical and linguistic standards, is the most destructive one. The authors identified a correlation between the destructiveness of manipulative techniques and the violation of ethical and linguistic standards mandatory for the analyzed type of advertising media texts. Conditions necessary for the effectiveness of advertising goods and services in the medical field determine the research novelty. The article will be useful in media education sphere: in training media specialists, forming media content and creating media products, media literacy dissemination and as a result media space cultivation are extremely important.

URL: https://me.cherkasgu.press/journals_n/1757345239.pdf
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Abstract:
This research aims to understand the phenomenon of celebrity in the use of TikTok as a media platform with a critical understanding of celebrity in the modern world. Celebrity has an impact on how people view themselves in the contemporary world. The authors conducted an in analysis with these TikTok users to understand their approach to celebritism on social media and the effects they have implemented. According to the findings of this research, celebrity culture is a well-known media phenomenon that has an impact on the formation of the entire media system. The research method uses descriptive qualitative research by using a library research approach to investigate celebritism on TikTok. The data is obtained by seeing videos critically on TikTok, observations, documentation, and combined, keeping in mind how celebrity presents on digital platforms, with concentrating on the TikTok users. The authors attempt to apply a social structural approach and operate within the theory of media dependency by Sandra Ball Rokeach and Melvin Defleur in order to explore, analyze, and comprehend this social practice. The results of this research contribute to understanding celebritism and identifying the factors of social media reliance among TikTok users who make content create and share content on the social media platform TikTok, which highlights the social system, media system, and personality system.

URL: https://me.cherkasgu.press/journals_n/1757345481.pdf
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Abstract:
The research is aimed at describing and defining the prospects of media education in the formation of significant qualities of future specialists for the creative sector of the economy. The article presents the results of a study of the applied orientation of media education in the process of training personnel with secondary vocational education for creative industries. The formation of competitive media professionals is fraught with unique challenges and difficulties due to both the structure of media education and the global digital transformation of the economy. The development of creative thinking among college students, the formation of an author's identity and the development of advanced technologies, supported by psychological adaptation, help to effectively solve complex problems that arise in the context of widespread digitalization of the labor market. It is important for everyone involved in the process of media education to understand that currently the most in demand are specialists with a creative approach, possessing a wide range of digital skills and erudition that allows them to form an up-to-date information picture of society. The article presents the economic characteristics of the Russian creative sector. New trends in the training of personnel with secondary vocational education for creative industries are outlined. The study was carried out in accordance with the state task of the RANEPA for 2025 within the framework of research work "A study of the transformation of the training structure in the vocational education system in the context of meeting the human resources needs of regional economies".

URL: https://me.cherkasgu.press/journals_n/1757345516.pdf
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Abstract:
The study is devoted to media education of university students based on Soviet and Russian drama films about family and family education. The theme of family drama is prominent in Russian cinematography, reflecting our country’s deep cultural, historical, and social complexities. This theme is often explored through the lenses of generational conflict, personal versus societal expectations, emotional repression, and the tension between tradition and change. Media education based on critical analysis of Russian family drama films is rather productive as they often explore universal themes, so for students such films provide a foundation for analysing how storytelling conveys human psychology and social transformations. The article contains a list of classroom activities which may help students develop skills in critical analysis, aesthetic interpretation, and cultural contextualization. These activities focus on key media education concepts: media language, media technology, media audience, media category, media representation and media agency. Students should also be involved in creative media production after completing analytical and critical activities. The portrayal of family in Soviet and Russian cinema serves as a mirror to the nation’s evolving identity and values. By examining drama films about family, students gain a deep psychological insight into how family, as a fundamental social unit, has been constructed, deconstructed, and reconstructed in the sociocultural context.

URL: https://me.cherkasgu.press/journals_n/1757345549.pdf
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Abstract:
The rise of clipper content – short video segments extracted from longer sources and redistributed on social media – while transforming digital expression and user engagement, demonstrates an educational effect as well. However, despite its popularity, research on how users interact with such content remains limited. This study investigates user sentiment and engagement patterns toward clipper content using a multimodal approach that combines visual analysis (videos and design features) with textual analysis (comments, captions, and hashtags). Leveraging multimodal AI tools, such as CLIP (Contrastive Language-Image Pretraining) and natural language processing (NLP), we investigate how semantic mismatches between visual content and user responses impact emotional reactions and interaction levels. The study introduces a conceptual model of the clipper content cycle – from production and distribution to user feedback– to map its viral pathways within platform-driven ecosystems. Our findings reveal that semantic dissonance often leads to polarized sentiment and influences engagement behavior as a part of educational process. Thus, in addition to improving theoretical knowledge of multimodal digital communication, these discoveries have applications in media literacy instruction, content regulation, and strategic digital marketing. The research emphasizes the importance of analyzing content beyond surface metrics, offering a framework to better understand how fragmented media influences user perception and interaction in algorithmic environments.

URL: https://me.cherkasgu.press/journals_n/1757345617.pdf
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Abstract:
The advent of social media has fundamentally altered the ways in which information circulates, positioning influencers as informal media educators who guide audiences in applying critical evaluation skills. This study examines how social media influencers contribute to the development of media literacy and uphold digital authenticity within Vietnam’s online information ecosystem, with particular attention to periods of public health crises and national policy debates. Employing a mixed-methods design, integrating quantitative surveys with in-depth qualitative interviews, the research investigates the processes by which influencers and their followers assess content credibility, engage in fact-checking practices, and counteract misinformation. Findings indicate that influencers support media education by modelling verification techniques and prompting audiences to adopt rigorous evaluation criteria. Interactive feedback channels between influencers and followers further consolidate these verification routines, thereby strengthening public trust. Nonetheless, the persistence of unsubstantiated personal opinions and unclear source attribution continues to challenge content integrity. The study underscores the imperative for collaborative interventions among governmental agencies, social media platforms, and influencers to embed media literacy principles within content-creation guidelines and platform policies. Implications for policy and practice include recommendations for structured media education initiatives, the formulation of clear verification standards, and the adoption of platform features that encourage audience engagement in critical evaluation. These measures are essential to fostering an informed, discerning public capable of navigating the complexities of the contemporary digital communication landscape.

URL: https://me.cherkasgu.press/journals_n/1757668526.pdf
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Abstract:
The present study examines the representation of the Indian educational system in Bollywood. Through a qualitative approach using textual analysis, 17 films are analysed to explore a nuanced portrayal of themes such as political influence, social inequality, the monopolisation of education by the elite, poverty, teacher exploitation, and systemic corruption. Major parameters such as motivation, hardship, ability, tendency, and conspiracy form the basis of the research. The research highlights how Bollywood uses the medium of storytelling not only to entertain but also to raise awareness within the Indian education system. These films often challenge the dominance of private educational institutions, shedding light on exorbitant tuition fees, discriminatory practices, and the unethical collusion between policymakers and education brokers. At the same time, the narrative emphasises the transformative power of education when coupled with personal virtues like motivation, resilience, hard work, and determination. The findings suggest that Bollywood is an important force that shapes public perception by fostering critical thinking and encouraging viewers to question social norms surrounding education. Ultimately, the study demonstrates that these films reflect both the struggles and hopes embedded in the pursuit of academic success in India, portraying education as a tool not only for personal empowerment but also for social change.

URL: https://me.cherkasgu.press/journals_n/1757345800.pdf
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Abstract:
This article focuses on issues of independent children's and youth press, represented by school newspapers. The theoretical and methodological foundation of the proposed research consists of provisions reflecting an interdisciplinary approach that combines ideas from media pedagogy, juvenile journalism, developmental psychology, as well as concepts of practice-oriented education. The research shows that the most effective models for developing amateur journalism are those based on principles of participation, trust, initiative support, and partnership between children and adults. The obtained data allowed the formulation of several important conclusions that are significant both for educators and mentors working with young authors, and for the professional community of journalists and media educators. Practical experience gained in newspaper editorial work shows that training young journalists requires a balance between adherence to professional standards and creating conditions for creative freedom. The problem of adult dominance in the editing and layout process requires pedagogical reflection and correction. The development of methodological recommendations proposed in this study was an attempt to overcome this contradiction through the implementation of a flexible class structure based on activity-based, person-centered, and project-based approaches. Special attention in the recommendations is given to the class format: the combination of theoretical block, practical work, game element, and reflection stage ensures engagement, forms emotional and intellectual motivation, and contributes to the development of meta-subject competencies. It is this approach, in our view, that allows for the most effective integration of educational goals with adolescents' need for self-expression and social activity.

URL: https://me.cherkasgu.press/journals_n/1757345843.pdf
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Abstract:
This qualitative study explores how private school teachers in Pakistan perceive and navigate the integration of ChatGPT into their teaching practices, focusing on its impact on critical thinking development, the challenges of implementation, and ethical concerns. Grounded in the interpretivist paradigm and using a phenomenological approach, data were collected through semistructured interviews with teachers from various urban private schools. Findings reveal that teachers see ChatGPT as a tool that fosters inquiry-based learning, promotes student engagement, and supports analytical reasoning. However, multiple challenges emerged, including limited digital infrastructure, a lack of AI-specific professional development, concerns about the accuracy of AIgenerated content, and the risk of academic dishonesty. Teachers also expressed ethical concerns regarding plagiarism, data privacy, and the cultural relevance of content. In response, they employed strategies such as classroom guidelines, digital ethics discussions, and supervision of student use. The study underscores the critical role of teachers as ethical mediators in AI-enhanced education and calls for context-sensitive policies, structured training, and curriculum flexibility. These findings contribute to the global discourse on ethical AI integration and provide practical recommendations for stakeholders in Pakistan’s evolving educational landscape.

URL: https://me.cherkasgu.press/journals_n/1757758455.pdf
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Abstract:
The article presents an analysis of the specifics of forming the image of municipal employees in the modern media space. To achieve the goal, qualitative research methods were used, namely, a focus group interview with student youth. The negative impact of the media on the formation of the image of municipal employees, the replication of such negative traits as a tendency to corruption, bureaucracy, greed, irresponsibility, and selfishness were established. The results of the study showed a selective approach of young people to choosing information channels. According to students, official information channels provide less interesting content, which is impersonal and declarative. Among young people, the request for targeted information that would reflect the specific results of the activities of government representatives, their personal contribution to solving socially significant problems is relevant. Representation in the media space of everyday practices of "public service", maintaining collectively shared values to the greatest extent ensures the formation of a positive image of municipal employees. The article concludes that it is necessary to develop media competence of municipal employees, allowing them to form and maintain a positive image of the municipal service. In particular, it is necessary to develop such skills as self-presentation in social networks, creation of meaningful media content, including techniques of individual narration and reflection of socially significant experience in solving problems of local communities.

URL: https://me.cherkasgu.press/journals_n/1757345945.pdf
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Abstract:
The article presents an analysis of works on the subject of the article, which showed that scholars adhere to a one-sided view regarding early 21st-century Russian cinema, considering it only from the perspective of atheistic existentialism. This circumstance served as the main reason for conducting our research. We analyzed the main ideas of religious existentialism by G. Marcel and atheistic existentialism by J.-P. Sartre; identified fundamental differences in their approaches to formulating the categories of freedom, love, hope, and alienation; and presented variations of the representation of these categories in Russian feature films of the early 21st century. The material for this study consisted of Russian feature films made in the second half of the 2000s – early 2010s. As a philosophical toolkit for their analysis, the categories (existentials) of alienation, freedom, love, and hope, as presented in the religious (theistic) and atheistic existentialism of G. Marcel and J.-P. Sartre, were used. To identify and describe the state and worldview attitudes of characters, the artistic space, and the dramaturgy of feature films representing the concepts of religious and atheistic existentialism, axiological, semiotic, and aesthetic types of analysis were employed. Based on the results of the conducted research, the article concludes. The impenetrable boundary between the inner and outer worlds in the consciousness of the heroes of the films Koktebel (Russia, 2003), Free Floating (Russia, 2006) and Hearts Boomerang (Russia, 2011) makes them closed, unable to express feelings and understand themselves. This becomes the main reason for their internal lack of freedom and alienation. Openness, sincerity and the ability to love make the heroes of the films The Island (Russia, 2006) and The Priest (Russia, 2009) truly free.

URL: https://me.cherkasgu.press/journals_n/1757345980.pdf
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Abstract:
With this research paper, the author explores the critical intersection between media literacy and spiritually framed media narratives in inspiring youth engagement with climate action. This study emphasizes the essential role of media literacy in enhancing the impact of narratives, such as the media's role in transmitting spiritual values such as stewardship, interconnectedness, and moral responsibility. Media literacy, as defined by the capacity to access, critically evaluate, and create media content, enables the young audience not only to interpret complex spiritual ecological messages but also to internalize and act upon them. Through an inductive thematic analysis of 50 peer-reviewed papers from the period between (2010–2025), the research explored that the messages that are spiritually embedded and inclined are most useful when youth use media with critical insights. It has also been found out that youth who are aware of media literacy engage themselves more with emotional usage, greater resistance to eco-anxiety, and increased participation in pro-environmental behaviours advocacy. Media literacy transforms spiritual storytelling from passive consumption to participatory action, fostering a generation of climateconscious and ethically grounded youth leaders. The study concludes with practical recommendations for educators, policymakers, and media creators to integrate media literacy training into environmental and values-based communication strategies to cultivate sustainable climate leadership.

URL: https://me.cherkasgu.press/journals_n/1757346031.pdf
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Abstract:
The study is devoted to the introduction of massive open online courses (MOOCs) into the educational process. Currently, MOOC is considered an important tool for media education, opening new opportunities for students. The topic is relevant since the study identifies the key differences and advantages of traditional and distance learning models using the example of teaching Russian as a Foreign Language (RFL). The results of the study enhance the educational process, identify the best practices, including the application of interactive learning tools and multimedia, adaptation of content for students with different levels of language proficiency, as well as the introduction of active learning methods. It allows adapting the RFL course for the online model in the context of media education technologies, identifying its key differences and advantages. The authors suggest that the integration of both modes of study enhance the effectiveness of the RFL course, considering the individual needs and preferences of students. The conducted study is based on the methodology of data collection and analysis using questionnaires and a survey. As a result of the study, data have obtained that contribute to the development of more effective teaching strategies and optimization of the educational process using media education tools.

URL: https://me.cherkasgu.press/journals_n/1757346099.pdf
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Abstract:
The authors of the article examine the image policy of three Russian universities in the context of the values broadcast in their video content. The selected videos are those that the universities themselves create and post on their official pages, as well as news videos of local TV channels created with the direct participation of the universities. It is necessary to highlight that the authors of all of the videos are being created by the students or alumni of these universities and have received professional media education. Thusly, the correlation between the value-based representation of narratives about a university with the results of educational and conditioning practices of said university. To avoid fragmentation and excessive complexity, all values included in regulatory Russian documents are divided into five groups according to their semantic content (patriotic service, spiritual and moral development, humanitarian ideals, social responsibility and historical heritage). The values are presented in the video content both explicitly (at the level of the voiceover text) and implicitly (by demonstrating various symbols, artifacts, collective actions and tangible scientific results). Thematically, the content is tied to events, but the display of these events has its own peculiarities in each university. Analyzing the video and audio sequence of the selected material (a total of 269 videos), the authors come to the conclusion that the beyond-eventful, value-based content of the videos is directly related to the image tasks of the university. If the capital's Lomonosov Moscow State University positions itself as a spiritual, moral and scientific benchmark for the entire country, then the other two regional universities, comparable in size, strive to emphasize their patriotic service to the region and their role as drivers of regional development. It is noted that the video content of the regional universities is thematically related to regional features (the richness of the historical past or modern industrial development). At the same time, all three universities have in common in their positioning insufficient attention to the social responsibility value: the content related to the rights, opportunities and successes of students and scientists prevails over demonstrating their responsibilities to society.

URL: https://me.cherkasgu.press/journals_n/1757346136.pdf
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URL: https://me.cherkasgu.press/journals_n/1757758467.pdf
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