Scientific Research and Development. Modern Communication Studies Scientific Research and Development. Modern Communication Studies Научные исследования и разработки. Современная коммуникативистика 2587-9103 39361 10.12737/2587-9103-2020-8-13 Общие проблемы коммуникативистики Common problems of the theory of communication Общие проблемы коммуникативистики The Impact of Digitalization on Territory Promotion Влияние цифровизации на продвижение территории Минаева Людмила Владимировна Minaeva Lyudmila Vladimirovna lvm@fmp.msu.ru

доктор филологических наук;

doctor of philological sciences;

 МГУ имени М.В. Ломоносова Москва Россия Lomonosov Moscow State University Moscow Russian Federation 9 5 8 13 https://naukaru.ru/en/nauka/article/39361/view

Последние исследования в области цифровизации разных сфер человеческой деятельности потребовали изучения коммуникации с целью оптимизации процесса взаимодействия региональных властей с целевыми группами общественности для выполнения специфических правительственных функций. Настоящее исследование рассматривает эту проблему путем изучения коммуникационной практики в контексте продвижения территории. Основываясь на анализе региональных сайтов, автор определяет наиболее эффективные пути достижения различных целевых групп общественности, которые могут быть полезными для экономического развития региона.

Recent research of digitalization in different spheres of human activity has called for studies exploring communication to improve the process of interaction of regional authorities with target groups for specific government functions. The present study addresses this need through an exploration of communication practices in place promotion context. Based on the study of regional sites the paper points to the most effective ways of reaching different target audiences which can be useful for the economic development of the region.

 цифровизация в связях с общественностью продвижение территории коммуникационная практика digitalization in public relations place promotion communication practice

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