World of Media-2025. Journal of Russian Media and Journalism Studies. Issue №1.

The issue was published in 2025 by the Faculty of Journalism, Lomonosov Moscow State University.

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Fan, F., Luo, F.Y., & Chan, K. (2025). How young consumers in China perceive femvertising: A qualitative study. World of Media. Journal of Russian Media and Journalism Studies, 1, pp. 5–26. DOI: 10.30547/worldofmedia.1.2025.1 

“Femvertising”, advertising that adopts the perspective of females, has become a popular global marketing strategy. Some Chinese brands are adopting it in their marketing communication. However, studies on audience response to femvertising mainly focus on Western consumers. Relevant research studies, particularly those with young consumers, are still scarce in China. This qualitative study aims to fill the research gap and examine young consumers’ responses to femvertising and its perceived effectiveness. Focus group interviews were conducted in March 2023 with three groups comprising female university students, male university students, and working females aged 20 to 25. The results showed that participants paid much attention to the advertising execution style and storytelling skills of femvertising. Liking of a specific feminist advertisement would enhance the brand image. However, a brand’s historical portrayal of female influences the communication effectiveness of its femvertising. An abrupt adoption of femvertising creates doubts and reservations. Female and male participants had different attitudes toward femvertising. As expected, female participants showed more appreciation of femvertising than male participants.

Key words: Advertising strategy, consumer perception, advertising effectiveness, branding strategy, focus group study

Received: 11.08.24

Accepted: 17.12.24

ARTICLES

Verma, A., Singh, P., Sharma, A., & Dang, T. (2025). Monitoring the development of community radio: A comprehensive bibliometric analysis (2000– 2024). World of Media. Journal of Russian Media and Journalism Studies, 1, pp. 28–53. DOI: 10.30547/worldofmedia.1.2025.2

The article has been taken off-line, as it is currently the subject of an internal inquiry. A decision will be communicated later.

Choi, J., & Choi, Y. (2025). Examining the influence of avatar identification on sharing intention in the metaverse: The mediating role of immersion and moderating effect of perceived social distance. World of Media. Journal of Russian Media and Journalism Studies, 1, pp. 54–78. DOI: 10.30547/ worldofmedia.1.2025.3

This study aims to investigate the impact of avatar identification on the intention to share by examining the mediating role of user immersion and the moderating effect of perceived social distance. For this, we collected 228 higher education students in South Korea through a survey and used hierarchical regression with SPSS 24.0. In the results, first, it showed that participants who perceived higher levels of similarity identification, wishful identification, and embodied presence in their avatars in the metaverse platform were more immersed in their avatars. Second, participants who perceived greater embodied presence in their avatars had a stronger intention to share their avatars through immersion. Finally, the positive relationship between perceived embodied presence and immersion was more significant for participants in metaverse platforms with higher perceived social distance compared to those with lower perceived social distance. This study is the first to examine the integral model of avatar identification factors in the metaverse platform. And, this study’s results show the mechanism by which avatar identification enhances the intention to share.

Key words: Avatar identification, similarity identification, wishful identification, embodied presence, immersion, intention to share

Received: 29.11.24

Accepted: 05.02.25

Smirnova, O., Denisova, G., & Mamedov, A. (2025). Blogosphere and virtual society: Exploring new areas of research. World of Media. Journal of Russian Media and Journalism Studies, 1, pp. 79–95. DOI: 10.30547/worldofmedia.1.2025.4

The article aims to outline bloggings as a complex social phenomenon and identify the current role of blogs in virtual reality. The literature review revealed that the evolving paradigm of civilizational growth has led to a hybrid environment, which combines the aspects of physical world and virtual reality artefacts, resulting in a unique media landscape, significantly impacting socio- cultural and communicative dynamics. However, the field lacks studies on typical features of blogosphere, such as its inherent openness, fostering informal communication, intention to both monetization and self-expression. To address the study’s objectives the research adopts an integrative interdisciplinary approach, including socio-philosophical and semiotic cultural studies, theory of computer communication, network and Internet discourse studies to use data from various fields of humanitarian knowledge. It is concluded that originally created as online diaries, currently blogs as a diverse media platform demonstrate several unique features, including high personalization, audience feedback capabilities, constant user engagement with various types of information (verbal, audial, visual). These characteristics positioned blogs as key contributors to the growth of virtual sociality, leading to the emergence of a new type of society characterized by heightened human sensory experiences and the development of new empathetic models and behavioral attitudes. A notable sign of these changes is that the audience’s attention has shifted from professional media institutions to individual bloggers, who are increasingly adopting media-like behaviors. The current research adopts an interdisciplinary approach, merging socio-philosophical and semiotic cultural studies, as well as with theory of computer communication, network and Internet discourse studies. It also employs methods of Internet linguistics and the principles of pragmalinguistics; the axiological method helps to identify value-based socio- cultural guidelines within the framework of globalization.

Key words: Blog, blogging, blogosphere, virtual media sphere, modern Russian media landscape

Received: 14.12.24

Accepted: 20.02.25