World of Media-2026. Journal of Russian Media and Journalism Studies. Issue №1.

The issue was published in 2026 by the Faculty of Journalism, Lomonosov Moscow State University.

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LEAD ARTICLE

Tyshetskaya, A., Vartanov, S., & Kalachikova, O. (2026). From banking and telephony to media: The case of Russian digital ecosystems. World of Media. Journal of Russian Media and Journalism Studies, 1, pp. 5–29. DOI: 10.30547/ worldofmedia.1.2026.1 

This article examines media resources within Russian digital ecosystems (RDESs) for which the media industry has never been a core business and which are now actively expanding their presence in this area: Sber, MTS, and T-Technologies (T-Bank). It discusses how each of the analyzed non-media companies has transformed into a digital ecosystem in recent years, not least through the development of their own or partner media resources. It also shows the differences between the media resources within the analyzed DESs and the social media functions performed by the media resources within these ecosystems. 

Key words: Digital platforms, digital ecosystem (DES), media resources, digital media communications, network effect, multi-sided markets, media functions.

Received: 01.03.26

Accepted: 28.03.26

ARTICLES

Hai, L. D., & Xiong, X. Y. (2026). The influence of social media news overload on news avoidance and filtering in Generation Z: A PLS-SEM study. World of Media. Journal of Russian Media and Journalism Studies, 1, pp. 31–54. DOI: 10.30547/ worldofmedia.1.2026.2 

This study examines the influence of social media news overload on the news consumption behaviors of Generation Z users in Vietnam, emphasizing the roles of news efficacy, affective load, and social filtering. Users have to deal with too much information on social media, which can make them tired and want to stay away from the news. By integrating Cognitive Load Theory and Social Cognitive Theory, this research explores how news overload influences news avoidance and filtering behaviors. The study proposes that increased news overload exacerbates news avoidance through heightened affective load and diminished news efficacy. Furthermore, it examines how the perception that “news finds me” moderates this relationship. The study utilizes a stratified random sampling technique, surveying 1,224 participants, and employs Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. The results confirm that news overload significantly leads to news avoidance and social filtering, with news efficacy playing a crucial mediating role. The results show how important it is to come up with ways to control how much news people read and to help them process information better. This means that social media platforms should provide personalized content to mitigate the negative effects of overload, such as filtering out irrelevant news and highlighting important updates based on user preferences. The study enhances comprehension of news avoidance behaviors in the digital era and offers insights into how social media users can navigate information overload. 

Key words: News overload, news avoidance, news efficacy, news filtering, Generation Z.

Received: 28.03.25

Accepted: 20.03.26

Thu, H. D. T. (2026). Branded music videos on YouTube and their associations with brand awareness among Vietnamese youth. World of Media. Journal of Russian Media and Journalism Studies, 1, pp. 55–83. DOI: 10.30547/ worldofmedia.1.2026.3

In the context of accelerating digitalization, social media platforms have reshaped branding and advertising practices, encouraging entertainment- oriented communication strategies. Focusing on Vietnam and its digitally engaged Generation Z audience, this study examines how cue-specific attention to branded music videos (BMVs) on YouTube is associated with brand awareness, operationalized as two memory-based brand-identification outcomes: aided brand recognition and contextual brand retrieval (recall-proxy). A cross- sectional survey was administered to Vietnamese Generation Z respondents who regularly use YouTube and reported familiarity with at least five of ten preselected BMVs (n = 305). Using descriptive statistics and multivariate ordinary least squares (OLS) regression with robust standard errors in STATA, the study tests whether self-reported attention to specific BMV elements, particularly lyrics and slogans, is associated with the two brand-identification outcomes. Results suggest an asymmetric pattern across the two dimensions of brand awareness. Attention to slogans shows a positive and statistically significant association with contextual brand retrieval (p < 0.05), whereas attention to lyrics shows only marginal evidence of association with aided brand recognition (p < 0.10). Other measured visual and narrative elements do not demonstrate statistically significant associations in the models, and overall explanatory power is modest. Taken together, the findings indicate that verbal/auditory cues may be more closely linked to brand-identification outcomes than other elements in music- oriented, multitasked YouTube consumption contexts. By integrating brand awareness theory and music video theory, this study contributes empirical evidence from a non-Western market and offers practical implications for designing BMVs aligned with specific branding objectives (retrieval-oriented vs. recognition-oriented awareness). 

Key words: Branded music video, brand awareness, aided brand recognition, contextual brand retrieval (recall-proxy), YouTube, digital advertising. 

Received: 20.01.25

Accepted: 15.03.26

Nasidi, Q. Y., Hassan, I., Ahmad, M. F., Mustapha, M. J., & El-kasim, M. (2026). The role of digital literacy in corporate digital communication and SMEs’ performance. World of Media. Journal of Russian Media and Journalism Studies, 1, pp. 84–100. DOI: 10.30547/worldofmedia.1.2026.4 

Online communication devices should be used effectively to ensure that small and medium enterprises (SMEs) are able to optimize their operations, create relationship with customers and attain sustainable growth. This paper discusses how corporate digital communication (CDC) influences the performance of SMEs based on technological adoption, the presence of social media, and customer engagement as the determinants of SME performance. The sample population in this study included 73,081 SMEs registered with the Small and Medium Enterprise Development Agency of Nigeria (SMEDAN). The hypotheses were tested and the measurement and structural models were evaluated using Structural Equation Modelling- Analysis of Moment Structures (SEM- AMOS). The results indicate that there are strong positive correlations among technological adoption, presence of social media, customer engagement and SME performance. The research also established the fact that digital literacy mediates such associations where low digital literacy undermines the effects of corporate digital communication on SME performance. The research offers a solid empirical data, which supports the assumption that the implementation of digital tools in the absence of investing in digital literacy can prevent the potential benefits on SMEs. Therefore, policymakers and business development agencies are advised to focus more on digital upskilling programs, so that SMEs can be better placed to operate within the digital economy. 

Key words: Digital communication, digital literacy, technological adoption, social media, SME. 

Received: 24.04.25

Accepted: 04.12.25