The News Feed of the Russian Ministry of Science and Higher Education Website as a Channel of Scientific and Corporate Communications

The article proposes the concept of scientific and corporate communications and highlights their main tasks. The article examines the news feed of the Russian Ministry of Science and Higher Education website, which is one of the main tools of this type of communication. Based on the classical communication model of Harold Dwight Lass-well, the features of the communicator, the rubricator and the thematic structure of messages, the formats and genre solutions used, the target audience of news, and their effectiveness are analyzed. Both the Ministry of Science and Higher Education and its subordinate organizations act as sources of messages. The thematic structure of the messages consists of the official news of the ministry, international cooperation, youth policy in the field of science and higher education, scientific results of Russian scientists, scientific events. One of the most significant topics is the support of young scientists and the increasing of Russian universities' prestige. Among the formats of the news feed used are the classic news, announcement, and portrait. These formats help implement a whole range of tasks of scientific and corporate communications: informational, popularizing, educational, and corporate functions. There are four target audience groups for the news feed of the Russian Ministry of Science and Higher Education website. The core of the audience consists of heads of subordinate organizations and employees of press services - they regularly monitor the news feed. The periphery of the internal corporate audience consists of employees of organizations of science and higher education. The audience also includes interested users and media representatives who specialize in the topics of science. Concrete examples show the effectiveness of messages in the news feed of the ministry's website. The effectiveness of scientific and corporate communications can be judged both by the frequency of mentions of individual organizations in the news feed of the ministry and by the replication of messages in the media. As a result of the study, it is shown that the news feed of the website of the Ministry of Science and Higher Education of the Russian Federation already performs hybrid functions. In addition to the implementation of scientific and corporate functions, it is one of the new media, an aggregator of scientific news, which competes with other media.

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