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Research and Innovation
RUDN Scientists
Valery Muzykant
Valery Muzykant
PhD in Sociology
Professor, department of Mass Communication

Teacher appears only when students are ready.

muzykant-vl@rudn.ru
Contact a scientist
Scientific interests:
marketing and Communication Theory Media Economy Linguopragmatics International Advertising & Branding Media Linguistics Convergent communication SMM psycho- and sociolinguistics cultural linguistics Comparative Linguistics Pedagogics
1986

Graduated with honours from the Peoples’ Friendship University named after P. Lumumba with the major in "International Journalism".

1990

Defended his thesis at M. V. Lomonosov Moscow State University on "Mass Media of the Bangladesh Communist party (Development and present state)", awarded with the degree of candidate of Philological Sciences. 

1998

Defended his PhD thesis in ISPI Russian Academy of Sciences on the subject of "Advertising as a social institution: the emergence and main stages of development", awarded the degree of PhD of Sociology. 

V. L. Muzykant is the first person who defended his PhD thesis on the subject of advertising communication in Russia.

2000

Awarded the academic title of Professor at the Department of Press, Broadcasting and Television of the RUDN. 

1996-present

Conducting corporate training of employees of production companies and advertising agencies as a guest expert on branding and communication policy in the cities of Yekaterinburg, Orenburg, Voronezh, Lipetsk, Kazan, Krasnoyarsk, Krasnodar, Perm, Yerevan, Berlin, Riccioni-Palermo (Italy), Moscow (Association of Independent Publishers, Evraz-holding, Siemens, Samsung, Mercedes-Daimler), etc.

1996

Visiting Professor of the Russian Presidential Academy of National Economy and Public Administration – Higher School of Finance and Management (teaches courses for MBA students: "Marketing of communications", "Marketing", "Modern advertising technologies").

2003

Member of the Thesis Board of RUDN in the field of "Sociological Sciences" (specialties: theory, methodology and history of sociology; sociology of management).

2004-2005

Winner of the National award RASO "Silver Archer - 2005" – nomination "The best work in the field of development of public relations" (for the book "The formation of the brand by means of advertising and PR", Moscow: Economist, 2005). 

2001-2016

Awarded by the Russian Association of Communication Agencies (RACA) and the Russian Association for Public Relations (RAPR) as the winner of competitions for the best textbook for higher school.

2015

Awarded the Diploma of the Ministry of Telecom and Mass Communications of the Russian Federation for merits in the development of communication, information technologies and mass communications, long-term conscientious work.

2017

Awarded with a Letter of Appreciation from the Ministry of Higher Education of China for accreditation in the specialty "Advertising" at Jinan University in Guangzhou.

2017

Member of the Joint International Commission for Accreditation of Advertising program at Jinan University (Guangzhou, China).

2018

The first prize of RASO "Silver Archer - 2018" in the category "Best work on the development of public relations for the textbook “Brand Communication” in the team of authors."

Teaching

  • Teacher of courses for undergraduate and graduate students in the "Advertising and Public Relations" line of study: "Basics of advertising and PR", "Fundamentals of integrated communications in advertising", "Media planning"; for students in the "Journalism" line of study - "Media economics", "Integrated marketing communications", etc.
  • Lectures in English for students in the "Applied International Journalism" line of study (master's degree) "Media economy", "Media sociology".
  • 1995-1996 - conducting classes on courses "Advertising and PR", "Integrated marketing communications" at the School of Journalism and Mass Communications of the University of North Carolina (School of Journalism and Communication at the Chapel Hill - University of North Carolina/UNC (USA) for students in the “Journalism” line of study (bachelor's/master's degree) and "Public Relations" (master's degree).
  • 2012 – conducting classes at Beijing Technological University (Beijing Technological University) on the course "Innovation Management" for students of MBA and EMBA programs).
  • 2016 - conducting classes at the University of Cadiz - UCA (Spain) on the program "Russian-Spanish communication discourse: prospects for cooperation" for students in the "Cross-cultural communication" "This is Russia - Intercultural and Tourism communication" lines of study (master's degree).
  • 2017 - conducting classes on the course "International Management" at the Lublin Polytechnic University (Lublin University of Technology, Poland) for students in the "Management" line of study (bachelor).
  • 2006-2012 – member of the Presidium of the Council of Educational and Methodical Association (UMO) of the Ministry of Education and Science of the Russian Federation, specialty "Commerce". Chairman of the State Attestation Commission (SAC) in the specialty "Advertising" of the Russian State University of Trade and Economics (RSUTE/PRUE named after Plekhanov)
  • Conducts training in innovative methods of teaching and learning in Russian and foreign universities (China, Spain, USA). He is one of the developers of the State educational standard of higher professional education in the specialty "Advertising" of the 2nd (2000) and 3rd generation (2009-2011).

Science

  • Studies sociology of branding management, conducts research on psycho-and sociolinguistics, cross-cultural communications, studies the features of the creation of a subculture of the international team of the University in order to form professional elites for different countries of the world, the formation of personality in the cross-cultural space, explores the culture of branding and competence in the media economy. At the centre for studies of brand competence of modern specialist seeking to professionally and personally aimed to reach new heights in research branding technology, linguo-pragmatic brand communications, i.e. to grow in terms of value.
  • Developed and implemented in the educational process on the basis of published author's innovative textbook program "Fundamentals of integrated communications" for undergraduate students, prepared marketing tools used for audit in the divisions of Samsung, Takeda, Mercedes-Benz Russia, etc.
  • Explores the problems of cross-cultural communication, branding in the socio-cultural space. Reveals the features of sociological branding management, analyzes the problems of marketing audit for growing and mature markets. The research results are used in the organization of courses for foreign students-masters of RUDN, The Russian Presidential Academy of National Economy and Public Administration. On the basis of the research results, the courses "Media Economy", "Media Sociology" were developed and implemented in the master's degree program of RUDN. 
  • Author of 17 textbooks and manuals in EKSMO, Economist, INFRA-M, YURAIT, DROFA publishing houses with the Stamp of the Ministry of Education and Science of the Russian Federation, Educational and Methodical Association in the specialties 032401-Advertising, 080111-Marketing. Author of 3 textbooks with the Stamp of the International Advertising Association – IAA and 6 monographs published in Russia and abroad. He was awarded an Honorary Diploma of the Minister of Communications and Mass Communications of the Russian Federation, multiple winner of professional competitions of the Association of Communication Agencies of Russia (ACAR), in the field of Public Relations – "Silver Archer".
  • Author of over 200 articles on branding and communications in Russia and abroad. According to RSCI 2016 is in the Top 50 of most cited Russian scientists (mass communication, media).
  • H-index 13 (2017), Scopus ID orcid.org/0000-0001-9422-351X
  • Member-coordinator of the International Communication Association / ICA (USA) in RUDN.

Areas of Expertise

  • Implementation of the marketing management system "turnkey" for enterprises, carrying out a system analysis of the company's communications.
  • Brand-audit.
  • Application of modern PR-technologies in business, commerce, politics.
Zheltukhina M.R., Muzykant V.L., Barabash V.V., Mori S., Ponomarenko E.B., Morozova E.V. Russian And Japanese Younger Generations In Search For A New Media Product // Man in India. (Man in India, 2017, 97(3):223-236) SCOPUS Q3
The relevance of the study is conditioned by the objective necessity to form students' ability to online and offline behaviour in modern media space. The aim of the study is to identify the role of Russian and Japanese younger generations in search for a new media product in modern society. The article reveals the reasons of decreasing offline publications and analyzes the effects of the sharp increase in demand for tablet computers, which have become the fastest-growing category of personal electronics and displacing readers and e-books both in Russia and in Japan. Based on the Russian and the Japanese experience we made a conclusion that the agenda of regional print media mostly focused on the local life. The reasons not to read the central press by the youth in the province is based on the belief that it is too far from the people's common life. The material contains comparative analyses and forecast, whether the Internet will be able to occupy a niche, which traditionally was belonging to the newspaper. The analysis of the younger readers' behavior is made on the generations' attitude towards media and contains the idea of how soon the Internet will be able to completely replace the function of the print media. The ways of analysis are useful for the development of communication theory, linguo-pragmatics, psycho- and sociolinguistics, cultural linguistics, media linguistics, comparative linguistics and pedagogics. The article is considered the features of functioning of mass media influencing on the youth in Japan and Russia.
Marina R. Zheltukhina, Gennady G. Slyshkin, Valeriy L. Muzykant, Elena B. Ponomarenko, Alfiya R. Masalimova. Functional Characteristics of the English and Russian Media Texts About the Sochi 2014 Winter Olympic Games: Political and Linguistic Aspects // XLinguae. (XLinguae, 2017, 10(3):83-100) SCOPUS Q2
This article is devoted to the study of the functional characteristics of English and Russian media texts about the Winter Olympic Games in Sochi 2014. The subject of the study is modern media texts on the 22 Winter Olympic Games in English and Russian. The functional classification of media texts is described, the essential features of English and Russian media texts about the Winter Olympic Games in Sochi 2014 are determined. Functional features of English and Russian media texts about the Winter Olympic Games 2014 are established.
Muzykant V. L. web 2.0 Concept as a key driver of modern educational cyberspace. Media education. 2017. No. 2. C. 96-111/ Journal of history, theory and practice of media pedagogy. Web of Science edition.
New competencies of the teacher of higher school as key factors of changing educational space are considered. Reveals innovative methods of activity of the teacher, in practice implementing the concept of WEB 2.0, acting as one of the core components of the media competence of the modern teacher. The article focuses on the analysis of the relationship between communication culture and the Genesis of society, media education, as an important component of the modernization of Russia, the role of the teacher in the formation of the modern educational environment.

Information about the defended postgraduate students

Veronika Kutsenko
Country: Russia
Year of protection: 2017
Research topic: Convergence of glossy magazines: genre-typological characteristics of materials in SMM
Annotation to the dissertation: Dissertation research is devoted to the process of convergence of glossy magazines, the content and genre characteristics of journalistic materials published in the Internet media. The study determines the place and role of glossy magazines in the modern media system, including the evolution of this segment in social networks and analyzes the features of the presentation of glossy magazines in social media. The author determines the importance of using Social Media Marketing and the possibilities of PR technologies in the modern media environment. As a result, the author comes to the conclusion that glossy magazines have won special positions and ways of promotion in social networks. Being originally selling media aimed at visual content, they successfully transform into the current communicative environment of the Internet. The genres of glossy magazines in the transition to the network remain, however, they receive a fundamentally new content, becoming out of mediated means of communication direct and endowed with interactivity.