MEDIA COMMUNICATION OF BELARUSIAN FOOD BRANDS (BASED ON “NEW MEDIA” MATERIALS)

UDC 659.126

  • Kolik Aliaksei Valentinovich – Senior Lecturer, the Department of Communication Technology and Public Relations of the Faculty of Journalism. Belarusian State University (9, Kalvariyskaya str., 220004, Minsk, Republic of Belarus). E-mail: a.kolik@gmail.com

DOI: https://doi.org/10.52065/2520-6729-2021-243-1-40-46

Key words: brand, food brands, communication, media communication, “new media”, the Internet.

For citation: Kolik A. V. Media communication of Belarusian food brands (based on “new media” materials). Proceedings of BSTU, issue 4, Print- and Mediatechnologies, 2021, no. 1 (243), pp. 40–46 (In Russian).DOI: https://doi.org/10.52065/2520-6729-2021-243-1-40-46.

Abstract

The media communication of Belarusian food brands in the “new media” in the period from April to August 2020 was investigated. Existing approaches to the concept of “new media” are considered. The influence of “new media” on the development of media communication of food brands is analyzed. The “new media” in which food brands place their informational messages for the target audience have been identified. The role of the Internet in the media communication of food brands has been investigated. The monitoring of corporate Internet sites of enterprises owning the leading brands of the Republic of Belarus, as well as social networks, which are a platform for brand communication, was carried out. Sectoral, information portals, websites of ministries and departments, and other organizations were identified where information messages of Belarusian food brands are posted. The practical significance of the work is related to the study of the experience of media communication of Belarusian food brands.

Download

References

  1. Voytik E. A. To the question of defining media communication as a concept. Otkrytoye i distantsionnoye obrazovaniye [Open and distance education], 2013, no. 1, pp. 26–31 (In Russian).
  2. Maklyuen G. M. Ponimaniye Media: Vneshniye rasshireniya cheloveka [Understanding Media: Human External Extensions]. Mosсow, «Giperboreya» Publ.: «Kuchkovo pole» Publ., 2007. 464 p.
  3. Stins O., Van Fukht D. New media. Vestnik VolGU [VolSU Bulletin], series 8, issue. 7, 2008, pp. 98–106 (In Russian).
  4. Dzyaloshinskiy I. M. Mediaprostranstvo Rossii: kommunikatsionnyye strategii sotsial'nykh institutov: monografiya [Media space of Russia: communication strategies of social institutions: monograph]. Moscow, APK and PPRO Publ., 2013. 479 p.
  5. Karyakina K. A. Actual forms and typological models of new media. Vestnik Moskovskogo universiteta [Moscow University Bulletin], series 10, Journalism, 2010, no. 3, pp. 128–137 (In Russian).
  6. Gureyeva A. N. Theoretical understanding of mediatization in the digital environment. Vestnik Moskovskogo universiteta [Moscow University Bulletin], series 10, Journalism, 2016, no. 6, pp. 192–208 (In Russian).
  7. Elektronnyy nauchnyy zhurnal «Mediaskop» [Electronic scientific journal “MediaScope”]. Available at: http://www.mediascope.ru/node/1081#26 (accessed 01.07.2020).
  8. Natsional'nyy statisticheskiy komitet Respubliki Belarus' [National Statistical Committee of the Republic of Belarus]. Available at: https://www.belstat.gov.by/ofitsialnaya-statistika/makroekonomika-iokruzhayushchaya-sreda/informatsionno-telekommunikatsionnye-tekhnologii/graficheskiy-material-grafikidiagrammy/dostup-naseleniya-v-vozraste-6-72-let-k-uslugam-seti-internet/ (accessed 08.08. 2020).
  9. Respublika Belarus' v zerkale sotsiologii: sbornik materialov sotsiologicheskikh issledovaniy [Republic of Belarus in the mirror of sociology: collection of materials of sociological research]. Minsk, Informatsionno-analiticheskiy tsentr pri Administratsii Prezidenta Respubliki Belarus' Publ., 2018. 180 p.
  10. Rynok internet-reklamy Belarusi v tsifrakh 2019 [Internet advertising market in Belarus in figures 2019]. Available at: https://www.webexpert.by/wp-content/uploads/2019/03/Natalya-Sinkevich.-Ryinokinternet-reklamyi-Belarusi-v-tsifrah_2019-1.pdf (accessed 08.08.2020).
  11. Naskol'ko belorusskaya zhurnalistika effektivno rabotayet s auditoriyey YouTube. Issledovaniye AMDG [How effective is Belarusian journalism with YouTube audience? AMDG Research]. Available at: https://www.artox-media.by/wiki/naskolko-belorusskaya-zhurnalistika-effektivno-rabotaet-s-auditoriey-youtubeissledovanie-amdg/ (accessed 10.08.2020).
  12. Gradyushko A. A Digital journalistic content in a mobile environment. Zhurnalistyka-2018: stan, prabliemy i pierspiektyvy: materyyaly 20-y Mizhnar. navuk.-prakt. kanf., Minsk, 15–16 list. 2018 [Journalizm 2018: Status, Problems and Prospects: Proceedings of the 20th International scientific-practical conf., 15–16 nov. 2018], issue 20. Minsk, 2018, pp. 445–448 (In Russian).
  13. Digital 2019: trendy ispol'zovaniya interneta, sotssetey, mobil'nykh platform, elektronnoy torgovli po Belarusi [Digital 2019: trends in the use of the Internet, social networks, mobile platforms, e-commerce in Belarus]. Available at: https://dev.by/news/digital-2019-belarus (accessed 01.07.2020).
  14. Issledovaniye Google: kak belorusy «khodyat» v internet [Google research: how Belarusians “go” to the Internet]. Available at: https://belretail.by/article/issledovanie-google-kak-belorusyi-hodyat-v-internet (accessed 01.07.2020).
16.12.2020