75447 2712-9934 2 3 4 2021 1-164

EDI RUS 1-7 B-2975-2017 56426509300 0000-0001-8953-7434 Department of Social Science, Peter the Great St.Petersburg Polytechnic University Shipunova Olga Technologies and Media Environment of Information Society The specificity of the social life-world during the digital era is defined by the dynamics of the multimedia environment where the permanent reproduction of virtual interactions and smart-technologies gives rise to the problem of cognitive orientation in the field of information. Models of personal identification with a new perspective of cyber-anthropology are based on principles for the creation of a multiagent system immersed in the infosphere of the outside world. In this issue we highlight the influence of multimedia space instruments on the education system and the cognitive sphere of the e-culture consumer. In particular, there is a focus on the role of marketing and communicative technologies in the public sphere which are directed to formatting mass consciousness and manipulating behavior. Cross-disciplinary articulations of the information and cognitive paradigm provide the general conceptual basis of the papers in this issue. According to these articulations, the basic role of information in forming the political media discourse and the strategy of public management is determined; the technology of creating the professional image, nonverbal methods in designing consciousness and the stereotype of individuals and social groups behavior are analyzed. 10.48417/technolang.2021.03.01 Technologies Infosphere Media Environment Language Practices Computer-mediated Communication Cognitive Modelling Framing https://soctech.spbstu.ru/article/2021.4.1/ 1-7.pdf

RAR RUS 8-15 0000-0002-5966-988X Saint Petersburg University of Ministry of Internal Affairs of Russian Federation Pletnev Future Marketing as Technology for Manipulating Symbolic Consumption At the end of the 20th and in the beginning of the 21st centuries, many publications appeared with the aim of trying to characterize the new state of society, which is characterized by an orientation towards economic goals and values. The concept of a consumer society continues to develop, and many authors associate the peculiarities of modern consumption with the spread of digital technologies. An analysis of these publications, as well as the latest trends in social economic development, made it possible to identify the cause of the latest socio-economic changes– the formation of a new neo-capitalist formation. There was a reorientation of the entire economy from the production of real goods to status consumption. Within the framework of neo-capitalism, the purpose of consumption of goods and services is not to satisfy real needs, but to obtain status characteristics that are associated with a product or service. This type of consumption requires an individual to invest more and more financial resources, since the average consumer does not have the financial ability to maintain high standards of status consumption. Neocapitalism stimulates consumer activity and production well, but it has a destructive effect on society as a whole. Failure to maintain the desired level of consumption leads the individual to a state of psychosocial stress– anomie. In general, the proposed concept will be of interest to both marketing practitioners and specialists in the field of socio-economic theory. It will allow you to move from an intuitive understanding of the changes taking place to a conceptual explanation. 10.48417/technolang.2021.03.02 Neo-capitalism Marketing Consumer society Social change Virtualization Anomie https://soctech.spbstu.ru/article/2021.4.2/ 8-15.pdf

RAR RUS 16-38 0000-0002-9979-9224 Pushkin State Russian Language Institute Yefanov 0000-0322-9979-8329 Pushkin State Russian Language Institute Banshchikova Technology for Professional Image Construction of a Medical Worker: COVID-19 Media Discourse The purpose of this study is to identify the technology for constructing a professional image of a medical worker through the COVID-19 media discourse. The empirical base consists of international publications (VOGUE, GQ, TIME, New Yorker, Esquire), national publications  (Meduza, Rossiyskaya Gazeta) and at regional or local level (Kazan, Fontanka.ru) levels, all during the time-frame of March to December 2020. A complex of methods is used: structural analysis, contextual analysis, discourse analysis, visual analysis, secondary analysis of sociological data, all concerned with the discursive features of building a professional image of a medical worker. The lexico-semantic level is the richest in terms of the variety of techniques and tactics used for heroizing doctors. With the metaphorization "doctor is a hero," "pandemic is a war", and other comparisons of the COVID-19 pandemic with war, the doctor's image has become the most common means of presenting the medical image in the media. The syntactic level is built on the opposition "doctor – pandemic", "doctor – coronavirus", as well as in some sources "doctor – administration." In the media space, there is a convergence of the polarities "doctor – society" and "doctor – patient," which was previously observed only in the national media. On this basis, it is concluded that the discursive features of constructing the professional image of a medical worker are a key component of influencing public opinion, which is especially important in the context of the COVID-19 pandemic. Thanks to the use of media discourse as a tool for constructing a professional image, respect for medical workers increases, which has a positive effect not only on their professional identity and professional image, but also on improving the doctor-patient and doctor-society relations, increasing the prestige of the profession and the medical sphere in general. 10.48417/technolang.2021.03.03 Pandemic COVID-19 Media Media Discourse Image Professional Image Medical Worker https://soctech.spbstu.ru/article/2021.4.3/ 16-38.pdf

RAR RUS 39-56 0000-0003-4901-3251 Moscow Region State University (MGOU) Lobanova 0000-0003-3244-8590 Moscow Region State University (MGOU) Xu Political Media Discourse in China as a Subject of Applied Analysis The article is devoted to some characteristics and discursive practices of the political media discourse in China for the period 2019-2021. The aim of this research is to describe political media discourse in China and to present our experience of using the methodology of critical discourse analysis (CDA) and content analysis. The potential key risks of 2021 are associated with difficulties with the international transfer of information, conflicts in cyberspace, as well as the ongoing confrontation in the “USA – China” couple etc. Contemporary linguistics and information technologies naturally involve an interdisciplinary study of national language in multi-semiotic environment, which means synchronous theoretical and empirical analysis of three subsystems` interaction – media discourse, Internet media and politics in contemporary China. In this case language, technology and political discourse together generate appropriate discursive practices. The article examines the ways of applying the methodology of critical discourse analysis (CDA) and content analysis to the materials of the Chinese media sphere for the period 2019-2021. The factual material was selected from three media platforms such as《环球网》 (“Global Times”), 《凤凰网》(Phoenix New Media) and “The South China Morning Post” for a specific chronological period. The research findings not only contribute original knowledge to theory and methodology, but also evoke thoughts about China’s media and discursive practices empirically. The materials outlined in the article can be useful to everyone who is interested in applied linguistics, media communications and other questions in the field of national and information security issues. 10.48417/technolang.2021.03.04 Political media discourse Discourse analysis Chinese media Discursive practices https://soctech.spbstu.ru/article/2021.4.4/ 39-56.pdf

RAR RUS 57-74 0000-0002-6589-8523 Peter the Great St. Petersburg Polytechnic University (SPbPU), St. Petersburg, Russia Ababkova Non-Verbal Marketing Research Techniques in Education The purpose of marketing research in education is to get information about the consumers of educational services and to discover appropriate strategies for tailoring the marketing strategy of an educational organization. Building on previous work regarding “Mental Maps as a Creative Tool of Marketing Analysis in Education,” this paper considers the task of qualitative and quantitative marketing research that aims at identifying significant market features of an educational organization and increasing the potential of its brand and communications. Quantitative studies are complex and expensive due to labor intensity of collecting, tabulating and analyzing data, and there are also serious concerns about the reliability of respondents' answers. According to some researchers, non-verbal marketing research techniques in education contribute to understanding the socio-cultural characteristics of the consumers, they address the problem of the representativity of sample, as well as various challenges that are associated with the difficulties of verbal communication. The article examines the prerequisites for the use of non-verbal techniques in education, the possibilities of non-verbal (ZMET) and verbal (written survey) marketing research techniques in the process of honing the marketing and communication strategy of educational organizations. Non-verbal techniques also serve to focus on students’ attitudes to high school, university, and specialized disciplines, and to identify differences in the results obtained. Based on the non-verbal ZMET, mental maps of perception of high school, university, and specialty were built. Only 25% of the responses received by the ZMET coincided with the results of the written survey. The images obtained by the ZMET for identifying the interrelated structures and the influence of consumers' thoughts on their behavior allow for the clarification of the results of verbal research, for obtaining data to build mental maps, and to discover the main concepts associated with the image of an educational organization. The data help to construct and optimize the marketing communications strategy of educational organizations. The article provides recommendations on the integrated use of verbal and non-verbal techniques for marketing research in education. 10.48417/technolang.2021.03.05 Verbal and non-verbal techniques ZMET Survey Mental map https://soctech.spbstu.ru/article/2021.4.5/ 57-74.pdf

RAR RUS 75-88 J-9548-2017 57210142445 0000-0002-7956-4647 Department of Social Science, Peter the Great St. Petersburg Polytechnic University Bylieva Daria

St. Petersburg, Russia

H-6472-2019 6506143401 0000-0003-0333-1932 Computer Science Centre, University of Geneva Moccozet Laurent Messengers and Chats – Technologies of Learning Technology-mediated communication has expanded the possibilities of communicative support of the educational process. Even 10 years ago, students used communication for social and entertainment purposes, but today e-communication related to education is widespread. This research is based on a qualitative analysis of the content of the peer-discussion and survey of Swiss and Russian students (N=1069). Peer-communication serves many purposes, from clarifying work/duty and sharing useful information to collaborative activity. When a student faces a problem while completing an assignment, seeking help from other students prevails over communication with the teacher. Students in Russia communicate more often with fellow students (68% do it at least once a week) on a wide range of issues, Swiss students communicate less often (44%– at least once a week) primarily on the assignment topic. Swiss students prefer to use for peer-communication messengers (76% “definitely” and 13% “likely” choose it) and Russian ones like social media chat (61% “definitely” and 12% “likely”). Some activities require specific features of communication channels, in particular, some students prefer a videoconference for active joint interaction, and emails for a file transfer. Taking into account the fact that students are united and ready to work together for learning purposes can help in building a new collaborative educational environment, where communication technologies play an important role. 10.48417/technolang.2021.03.06 Technology-mediated communication Higher education Peer-communication Out-of-class communication https://soctech.spbstu.ru/article/2021.4.6/ 75-88.pdf

RAR RUS 89-97 0000-0002-9589-3678 Saint Petersburg State University of Architecture and Civil Engineering, Saint Petersburg, Russia Zorina 0000-0003-4307-7211 Saint Petersburg State University of Architecture and Civil Engineering, Saint Petersburg, Russia Chirkova 0000-0002-2877-6199 Saint Petersburg State University of Architecture and Civil Engineering, Saint Petersburg, Russia Chernovets Enhancing the Assimilation of Foreign Language Vocabulary when Working with Students of the Digital Generation The article is devoted to the analysis of modern methods for the assimilation of foreign language vocabulary by students belonging to the so-called digital generation. The aim of the study is to show the promising possibilities of non-traditional approaches to memorization. Generation Z students have peculiarities of perception, processing and assimilation of information, so conventional methods do not show good results. The article presents the digitalization of Leitner's technique related to spaced repetition. Special cards serve as a kind of data bank for a foreign language vocabulary. In special applications for mobile phones, you can independently enter data that need to be memorized. This technique shows good results, because a digital device and small amounts of information are used that do not exceed the RAM capabilities of modern students. The division into separate small fragments for better assimilation is also used in the CLIL (Content and Language Integrated Learning) methodology. The results of introducing the method of spaced repetitions into the educational process exhibit a positive dynamics. In addition, the successful introduction of methods related to sound accents and semantic associations is shown. The humorous component is also important because it helps increase learning motivation and remove psychological barriers that interfere with learning. For example, "barking" when performing memorization actions in the helps to remember the process itself and the desired object– one has only to reproduce this funny sound. The psychological characteristics of students of the digital generation require new teaching and memorization methods, so they need a different amount of time to develop a stable lexical skill. 10.48417/technolang.2021.03.07 Digital generation Lexical unit Leitner's system Lexical skill Basic skills https://soctech.spbstu.ru/article/2021.4.7/ 89-97.pdf

RAR RUS 98-110 0000-0003-3562-2590 Emperor Alexander I St. Petersburg State Transport University, Saint Petersburg, Russia Ryabukhina Technology for the Manipulation of Behavior This article shows how humans modify their environment in virtue of being, as a result of evolution, extremely social and playful. They imitate other humans and thereby easily embrace new techniques and technologies. They apply the new techniques to old customs and practices such that the resulting changes sometimes seem strange and must be viewed as the evolution of nature. Here, psychodynamics with its focus on emotions and influencing emotions serves as an interface to the human mind. Psychodynamics has been employed throughout history by shamans, religious leaders, or the theatre for the manipulation of the behavior of consciousness. Theatre researcher Konstantin Stanislavsky, neurophysiologists Ivan Pavlov and P. V. Simonov did a tremendous amount of scientific work to build the foundation for the psychodynamics of the theatre. This proved useful in many contexts. The producers of digital games around the world work with a good understanding of psychological theories. They use psychodynamic means in order to hooking play into the enchantments of the game. The game affects the psyche of players, whether they feel it or not. Playing is a psychological experience. Across the world, the idea arose among enthusiasts that it would be educational to move from the mental to a physiological image of role figures for acting out a character. Here Stanislavsky's system is juxtaposed to a live role-playing game called “LARP.” Stanislavsky’s method is universal and works just as well in theater as it does in live role-playing. 10.48417/technolang.2021.03.08 Evolution Psychodynamics Neuropsychology Communication Theater Rolegames LARP https://soctech.spbstu.ru/article/2021.4.8/ 98-110.pdf

RAR RUS 111-128 0000-0002-8848-6580 Peter the Great St. Petersburg Polytechnic University (SPbPU), St. Petersburg, Russia Agranovskiy 0000-0002-2736-319X Charles University (CU), Prague, Czech Republic Avilova Emojis as a Language of their Own Emojis are a product of computer mediated communication. As a means of expressing emotion, indicating the illocutionary force or the intended tone, they are well-researched. However, emojis are rarely seen as a visual language in their own right. The article analyzes the syntax and semantics semantics of emojis and people’s ability to interpret them. The research method for this article was an online survey. An emoji rendering of the title of a literary work was proposed for translation into verbal language. Readers had to attempt an interpretation of its meaning. The survey participants were 450 first-year technical students. 97% of whom regularly use emojis. The range of correctly defined emoji texts ranges from 20 to 92%. Misattribution options are divided into “literal translation”, “combining emoji features into a monosyllabic response”, “defining the meaning emoji”, “name of other literary works”, “analogy of emoji recordings with popular works”. Emojis as iconic signs have many meanings, which in the case of emoji text are selected in relation to each other. Sometimes the reader defines the “main” meaning-forming emoji-sign, which can contribute to correct interpretation or, on the contrary, lead on a wrong path. Also, all emojis can have the same grammatical “level” and be perceived by a person as equivalent objects. 10.48417/technolang.2021.03.09 Emoji Emoji rendering Translation Perception Literature Visual language https://soctech.spbstu.ru/article/2021.4.9/ 111-128.pdf

RAR RUS 129-141 0000-0003-1543-8585 Industrial University of Tyumen (IUT), st. Volodarskogo, 38, Tyumen, 625000, Russia Shilova 0000-0002-4004-2585 Industrial University of Tyumen (IUT), st. Volodarskogo, 38, Tyumen, 625000, Russia Bragina Technologies of Strategic Communications in the Practice of Public Administration The formation and implementation of state economic policy is based on an effective system of strategic planning of socio-economic development. This system is created on the basis of a cause-and-effect logic of state planning. It uses the method of decomposing the goals of public administration by the levels of its administration. The purpose of this study is to determine the effectiveness of strategic communication. It is based on the analysis of official websites as the main source of information on strategic development as mandated by the legislation of the Russian Federation. An assessment was made of the compliance to the goals and objectives of the state programs of the Tyumen region and its strategy of socio-economic development. An analysis of the official portals of regional authorities was carried out and it was revealed that it is necessary to ensure the effectiveness of state strategic communications. Therefore, recommendations are proposed to improve the efficiency of the process of strategizing the socio-economic development of the region. 10.48417/technolang.2021.03.10 Strategic planning Strategic communications Public administration technologies State strategic communications Effectiveness of strategic communications https://soctech.spbstu.ru/article/2021.4.10/ 129-141.pdf

RAR RUS 143-164 0000-0002-0125-9706 St. Petersburg State University of Aerospase Instrumentation, Saint-Petersburg, Russia Isaev Herzen State Pedagogical University of Russia, St. Petersburg, Russia Ignatyeva Geofuturology of Technology This paper shows how the futurology of technology is structured within futurology as a whole, and the geo-futurology of technology within the science of geofuturology. Geofuturology is a scientific discipline engaged in forecasting geopolitical events and processes. It investigates the future states of the main geopolitical components: the planetary and space environment, the techno-sphere, human communities (ethnic groups, confessions, civilizations) and states dividing the earth's surface and subsoil, as well as global governing bodies uniting the world. Within the framework of geofuturology as a geopolitical discipline, a special direction is the geo-futurology of technology. This scientific discipline studies the mega-trends of technological change with reflections on the future development of technology directly linked to its impact on nature and geopolitical interactions. Humankind is literally creating its own future at a fast pace, and the consequences of this are so profound that they cannot be assessed without taking into account politics in general and security in particular. The geofuturology of technology interacts most closely with ecological and climatic geofuturology. Geofuturology engineering studies geoengineering projects to transform our planet in order to overcome the consequences of technical and technological development. The material conditions of the anthropocene in which humanity has actually become a geographic and geological force, require a fundamental rethinking of the "geo" and "techno" in geopolitics. Problems of the future development of technology cause disputes between neighboring states and can only be resolved using the methods of geopolitics. New ways of managing ecosystems are the basis for predicting the development of technology and production. 10.48417/technolang.2021.03.11 Futurology of technology Mega-trends Geopolitics Geofuturology Methods of geofuturology Geofuturology of technology https://soctech.spbstu.ru/article/2021.4.11/ 143-164.pdf