Journal of the Belarusian State University. Journalism
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Typologies and models of science communication in the modern world
This article examines scientific communication in the modern world. It presents a typologies of scientific communication based on spatiotemporal characteristics, the communication medium, the characteristics of the process, and a comprehensive analysis. Key theoretical models (deficit, contextual, democratic, and local knowledge models) are analysed. It is demonstrated that each typology and model has specific advantages and limitations. It is noted that in practice, no approach is absolutely superior to another, and the key factor in choosing an approach is its relevance to the specific communication context and the specifics of the issue under discussion. The conceptual boundaries of scientific communication and the scope of its models are clarified, creating a more robust theoretical foundation for further research.
Theory and Practice of Media Communication
Copyright (c) 2026 Journal of the Belarusian State University. Journalism https://creativecommons.org/licenses/by-nc/4.0
Structural characteristics of television news commentary as a genre in the context of media convergence
This article analyses the multimedia programme «Host commentary: Xinwen Lianbo». Drawing on T. А. van Dijk’s theory of news analysis, a discourse analysis of the programme, including its narrative structure, is conducted. It explores how the genre of news commentary is transformed through systematised textual rules. The analysis reveals that, at the structural level, the programme has developed a stable news schema headline – introduction – event – verbal reaction – commentary. It is concluded that programme «Host commentary: Xinwen Lianbo» transforms the traditional genre of news commentary through the introduction of structural innovations, providing a clear practical example for reforming traditional news commentary programmes in Belarus.
Short video news: development, current situation and prospects
This article examines the specifics, advantages, and limitations of short video news distribution, focusing on Chinese, Belarusian, and European experiences. It analyses the practical activities of bloggers and television channels in creating short video news. It examines the challenges in this area and potential development paths for short video content. It explores the essence of the interactive and symbiotic interaction between new and traditional media during the digital transition, focusing on ways to adapt to these changes.
Information policy of mass media in the framework of promoting the issues of social inclusion
A content analysis of national, regional, and specialised media outlets was conducted to identify patterns in Belarusian mass media’s efforts to promote social inclusion. Methodological recommendations were developed to improve editorial policy in representing social inclusion issues in the Belarusian media landscape.
Copyright (c) 2025 Journal of the Belarusian State University. Journalism https://creativecommons.org/licenses/by-nc/4.0
Artificial intelligence technologies in Chinese media content production
It is noted that artificial intelligence technologies are currently being intensively used in the global media industry, leading to changes. Based on the analysis of scientific articles by media researchers and examples of media practices in Chinese media, the article proposes a timeline for the use of artificial intelligence in journalism, examines the models of artificial intelligence used in the production of media content, and highlights the positive changes caused by the introduction of automated technologies in the creation of content for Chinese traditional media and content for their social networks.
Theory and Practice of Foreign Mass Media
Advertising communication of the Geely automobile brand in the media sphere of Belarus and China
This article examines the advertising strategy of the Geely automobile brand in the media spheres of Belarus and China. It analyses the similarities and differences in the brand’s approaches to promotion in these two markets, as well as the adaptation of its communication strategies to the cultural and social realities of each country. Various communication channels, including digital platforms, traditional media, and event marketing, are examined, as well as the role of local characteristics in shaping the company’s image. Current advertising campaigns, consumer preferences, and market trends are examined, allowing us to draw conclusions about the impact of Geely’s brand advertising strategy on its image and competitiveness in the international arena. It is demonstrated that the brand’s advertising communications in both countries are built with consumer expectations and sociocultural characteristics in mind.
The cognitive model of new art in the discourse of the Belarusian direct-to-air TV-theater: strategies and resources of representation
The article examines the Belarusian direct-to-air TV-theater as one of the prototypical forms of electronic audiovisual communication. The resources and strategies of representation in its discourse of the culturally and historically conditioned cognitive model of new art are revealed. The focus of television subjects on sincerity of communication is shown, realised in the strategies of satire and grotesque, metanarrative (for example, folk theater), dialogised monologue, lexical-stylistic and phonetic characteristics of the character. Abstract-metaphorical, as well as sensory encoding of information, characteristic of the Belarusian direct-to-air TV-theater, is established due to the search for audiovisual explicatures of feelings of love (multimodal macroplan ensemble, double exposure, shadow play), anxiety and shock (wide frontal angle, freeze frame, multidimensional soundscape, sound counterpoint), suffering (pictorial techniques of tenebrism and kyaroscuro), distrust (the general plan in the closed scenery), and audiovisual explicatures of determination (foreshortening plus contrast). The semiotic potential of the strategies and resources of the Belarusian TV-theater, determined by their universal philosophical character, is substantiated.
Media portrayals of mental health: analysing stigma, stereotypes and advocacy narratives
This article examines how Chinese media represents mental health issues and impact of this representation on public perception, particularly the formation of stigma and stereotypes. The study examines mainstream news media, film and television works, social media platforms. It is found that Chinese media frequently links mental illness to violence and instability, reinforcing public discrimination and fear. Advocacy narratives, however, help dismantle stereotypes and reduce stigma.
Publicism of Maxim Tank in the Western Belarusian period: genre and thematic dominants
The necessity of updating the research of the phenomenon of Western Belarusian periodicals is substantiated using the example of the analysis of the publicistic heritage of Maxim Tank. The history of the Western Belarusian press in 1929–1939 is considered. Based on the analysis of Maxim Tank’s publicistic materials, the thematic and genre features of the texts are determined. The influence of the historical context on the aesthetic and value-moral dominants of the periodical press of that time is analysed. The reasons for contradictory approaches to the assessment of works of art are considered. Conclusions are made about the priority role of the author’s civic position in journalistic publications.
Features of the development of radio broadcasting of the BSSR in the second half of the 1920s
The peculiarities of the development of radio broadcasting in the BSSR in the second half of the 1920s are considered. On the basis of archival materials, actual data on the popularity of the Minsk radio station among urban and rural audiences, the number of radio receivers for individual and collective use, and the artistic component of radio broadcasting are given. The article provides information on the activities of the «Belarusian radio newspaper» as one of the most important forms of political radio broadcasting in the 1920s. Problem characteristics of Minsk and Gomel radio stations during this period are indicated. Activities aimed at improving the content and quality of radio programmes, increasing the authority of radio broadcasting among listeners have been named. Approaches to mass radiography of the territory of the BSSR in the late 1920s are described.
Specifics of visualisation of Belarusian popular science magazines
The article presents the results of a content analysis of the visualisation system of Belarusian popular science journals for the period from 2024 to April 2025. Based on the processing of more than 3.8 thousand images, the main types of visual aids used (photographs, graphic illustrations, infographics, diagrams, drawings, maps and charts), their quantitative distribution and functional categories (decorative, supplementary, independent images) were identified. A methodology for quantitatively assessing the saturation of journalistic materials with visual aids has been developed. The dominance of photographs as a type of graphic information and the functional category of supplementary images in Belarusian popular science magazines has been established. Significant differences in the level and quality of illustrations between publications, as well as an overall slight trend towards a decrease in the number of images, are noted.
Content strategy of the children’s newspaper «Zorka» in the Telegram messenger
The most effective approaches to distributing media content for the official telegram channel of the children’s newspaper «Zorka» were identified, and the structural and substantive features of publications on the publication’s most updated public online platform were revealed. Based on a content analysis of the children’s newspaper’s telegram channel across several categories, the visual and semantic characteristics of posts were established, priority topics were identified, and features of editorial telegram news items that resonated most and least with children were identified. It was noted that the «Zorka» telegram account utilises an informational content strategy characterised by a predominance of posts on nature and wildlife topics, a neutral tone, and a minimal amount of engaging content.
Building solidarity in the discourse of Belarusian corporate media
This article examines the implementation of the pragmatic category of solidarity in contemporary Belarusian corporate media. It explores the functions of this category and the key linguistic means of its representation in these publications. It examines the ways in which solidarity is explicated at the grammatical level (morphological and syntactic levels). It describes the methods of dialogising corporate publications’ texts to engage readers in communication, contributing to team building, and the formation of corporate identity.
Modern media metrics in the study of audience thematic preferences
This article analyses key trends in media metrics research as a key tool for studying the topical preferences of media audiences. Emphasis is placed on the diversity of factors determining the reliability of quantitative audiometry, and problematic gaps in this area are identified. Examples of the diverse uses of qualitative audiometry are provided. Based on the capabilities of media metrics, several prospects for optimising the two-way media – audience model are proposed.
Impact of new media on public opinion: a comparative study
The article presents the results of a comprehensive comparative study on the impact of new media on public opinion formation in the digital age. Particular attention is paid to the analysis of the dual nature of this influence: on one hand, the study examines the democratising functions of new media, expressed through expanded access to information, increased diversity of voices in public discourse, and enhanced civic engagement; on the other hand, it identifies negative consequences such as the formation of algorithmic echo chambers, increased social polarisation, and the spread of disinformation. The practical significance of the study lies in developing of a system of measures aimed at enhancing critical media literacy, optimising algorithmic content personalisation, and establishing balanced regulatory approaches for the digital information environment.
Integration of education and entertainment on Chinese television as a mechanism to preserve traditional values
The issues of integration of the sphere of education and the entertainment industry in the context of preserving traditional Chinese values are considered. The differences between the educational potential of entertainment television programs and the possibilities of traditional Chinese education are analysed. The reality shows «First lesson» and «Chinese character dictation» are explored as examples of the effective integration of education and entertainment on Chinese television.
integration of education and entertainment
Copyright (c) 2023 Journal of the Belarusian State University. Journalism
Determinants of optimisation of Belarusian-Chinese intercultural communication in the context of globalisation
In accordance with the problem-thematic principle, the material is systematised according to the degree of study of intercultural communication in the research community of Belarus and China. It is noted that the strengthening of relations between the two countries has led to the appearance in recent decades of works devoted to the study of Belarusian-Chinese intercultural communication in the fields of politics, science, culture, education, sports and tourism.
Impact of individual media and environmental factors on online video consumption in China in 2016–2021
The application of digital technologies in the traditional media industry has led to the emergence of various models of production, distribution and consumption of content. The convergence of new media and communication technologies has created new spaces for the development of the content industry. The behaviour of consumers of online videos has largely changed the traditional profit model in the media business. The impact of the COVID-19 pandemic on the traditional film and television industry has boosted audience attention to online videos and opened up new opportunities for the development of the online video industry.
Communicative tools of journalists-bloggers on Belarusian TV: author’s narration
The features of the use of communicative tools that contribute to the increase of the perlocative effect of the media text are considered. The communicative codes of the author’s narrative of journalists-bloggers, which acts as the core dominant of the information content, are determined. The analysed content of Belarusian journalists-bloggers by illocutionary parameters makes it possible to establish tools for achieving a communicative effect. It is established that in one author’s narrative there are different forms of narration and the types of narrators may overlap.
Rhetorical strategies for creating a canonical image in the Belarusian television discourse of the middle 1950s – early 1990s
The article substantiates the importance of using historical experience to create popular series in the audiovisual media of the 21st century. For the first time, based on the vast material of programs and documentaries of Belarusian television from the moment of its foundation until the early 1990s, rhetorical strategies for creating a canonical image are studied using the example of the image of V. I. Lenin. It is shown that the canonical image is created mainly with the help of intertextual inclusions (allusions, reminiscences, interstyle toning, etc.), which are realised, including audiovisually, and are introduced mainly implicitly. It has been established that the considered rhetorical strategies remain unchanged even in the early 1990s, when the role of the spiritual teacher of society passes from V. I. Lenin to F. Skorina. It is shown that in the conditions of significant social transformations of the early 1990s, the methods of creating a canonical image, characteristic of the Belarusian Soviet television, do not contribute to establishing a dialogue between the author and the viewer.
Fashion journalism on the Belarusian television: speech regulation mechanisms
The most popular speech regulation mechanisms of the process of transformation of the appearance of characters in programs dedicated to fashion and image change, which were broadcast on Belarusian TV channels in 2018–2022, are considered. The features of the use of metaphors, comparisons, references and returns by fashion experts in describing clothes and the process of creating an image are analysed. It is indicated that speech constructions of duty and prohibitive speech constructions are used as protective mechanisms of the semiotic system of fashion journalism to regulate and specify the method of transformation of appearance. It is noted that when describing the objects of the fashion industry, borrowings are used, which enhances the perceptual significance of the language of the semiotic system in the process of identification in the opposition own – alien.
Scientific popular journalism in Belarus: historical aspect
The necessity of researching the history of the formation of national scientific popular journalism is substantiated. The origins of the scientific popular direction of the Polish-language press in Belarus in the 19th century are considered. Based on the analysis of the editorial and publishing activities of I. Lelevel and A. G. Kirkor, the problematic and genre-thematic orientation of publications of a scientific and popular character is determined. Conclusions are made about the mutual influence and interdependence of socio-public value and aesthetic dominants and functional and aesthetic parameters of the press.
Press as a resource of the national policy of the BSSR in the 1920s
The article identifies the features of the functioning of the press as a resource of the national policy of the BSSR in the 1920s. It is noted that in this period of Belarusian history, the printing system was formed, which became an important link in the organisation of new realities of social, political and economic life in conditions of polyethnicity and multilingualism. Data on the number of periodicals, intended for representatives of national minorities, their names, and content features are given. The conclusion emphasises that the press in the 1920s, accompanying the state national policy, offered concrete actions for the implementation of socio-economic and cultural activities, on the other hand, it promoted humane multi-ethnic communication, developed the skills of tolerant interaction between representatives of different nations.
Characteristics of media consumption of the millennial and zoomer generations in Belarus
The age and sex composition of representatives of the generations of millennials and zoomers in Belarus is given. The most frequently used by generations Y and Z are social networks, instant messengers are singled out. The specificity of the influence of social media on the use of traditional media by young generations as a source of information is outlined. A detailed analysis of the results of a written survey conducted in 2018, 2020, and 2021 with 2742 respondents under the age of 30 is given, on the basis of which the features of media consumption of millennials and zoomers are formed.
Features of sports journalistic: at the example of mixed martial arts subdiscourse
In the context of a complex linguistic analysis of mixed martial arts subdiscourse, the features of sports journalism are studied. It is noted that the mixed martial arts subdiscourse can be described using the terms «entertainment discourse», «advertising discourse» and «hype discourse», which emphasises its hybrid nature. Such features of sports journalism as dialogue, emotionality, colloquialism, ellipticity, linguistic creativity, metaphorism and interdiscursivity are established. Further study of specific, narrowly professional sports subdiscourses, is expected.
Structural, content and genre features of regional network media of Belarus: on the example of network media zarya.by and mlyn.by
The regional media system of Belarus is undergoing a process of modernisation of the collection, creation, and distribution of information content. A distinctive feature of the modern media space of the country’s regions one can name the development and functioning of such form of mass media as network media. This article defines the main structural, content and genre features of regional network media on the example of the network media zarya.by (Brest region) and mlyn.by (Minsk region).
Formation and development of scientific journalism in Belarus: theoretical and applied aspect
The issues of the formation of scientific (popular science) journalism as a systemic phenomenon of the domestic media process are considered. The specifics of the formation and development of scientific journalism in Belarus are substantiated. It is determined that scientific journalism is a complex of mass media, which includes periodic regional, republican and international publications of a single thematic focus. The pre-Soviet, Soviet and post-Soviet stages of the development of science journalism in Belarus are distinguished. At the pre-Soviet stage of development, scientific journalism was focused on regional needs and local socio-economic conditions, the development of a scientific, theoretical and practical base, the formation of a mass audience through the publication of popular science articles and practical recommendations for non-specialists in a particular scientific field, a review of scientific discoveries. At the Soviet stage of development, the main direction of science journalism was the popularisation of basic knowledge of fundamental sciences. At the post-Soviet stage, scientific journalism focused on the coverage of economic problems, issues related to leisure and traditional medicine. Since the early 2000s the circulation of newspapers and magazines is gradually decreasing, interest in scientific topics is decreasing, the audience joins watching entertainment programs on television and in social networks, which contributes to the departure of printed publications to the online format.
Journalism concepts in the Belarusian academic discourse
The article is devoted to the analysis of the priority concepts of Belarusian journalism, which define this type of activity in educational literature. The conducted research allows us to correlate the obtained results with the normative theories of journalism and to reveal the correspondence or inconsistency with the actual working conditions of the journalist.
Copyright (c) 2022 Journal of the Belarusian State University. Journalism
Business journalism and business analytics: practice, media type, creative method
This paper identifies the types of media that provide economic agents with information for decision-making based on the analysis of the concepts «business press», «business journalism», «economic journalism» and «analytical journalism». The author’s understanding of the creative method of business analytics develops on the concept proposed by B. V. Streltsov and takes into account the predominance of analytical content in the media. The author puts forward a hypothesis about the importance of analytical media content for the formation of social attitudes and the maintenance of economic culture in a post-industrial society.
Platform journalism: specifics and trends
This article discusses various aspects of the interaction between news media and non-publisher digital platforms. The role of global digital platforms in the context of increasing competition for the attention of the audience is shown. New models of the Belarusian media in the context of the growing influence of digital platforms are revealed. It is concluded that creating relevant and engaging content, steadily attracting subscribers to communities on digital platforms, and obtaining high reach and citations can be critical components of a platform ecosystem strategy.