This article proposes and substantiates the term Influencer Generated Content (IGC) as an independent analytical category in digital marketing. The problem with this research is that the term UGC (User Generated Content), historically associated with user-generated, non-professional, and largely non-institutional content production, is increasingly being expanded in practical marketing discourse to include paid materials produced by bloggers, creators, and agency production teams. This expansion blurs the boundaries between user participation, influencer influence, and branded production. The author’s concept of IGC allows us to distinguish content created by an influencer within a public media personality from classic UGC, corporate SMM, and paid UGC-style creative. This article clarifies the characteristics of IGC, proposes a typology of IGC formats, demonstrates IGC’s connection to the «4K marketing» model (community, content, collaboration, creativity), and explores the role of short videos, employee-generated content, and virtual/AI influencers. Methodologically, the work relies on conceptual analysis, comparative terminological reconstruction, a synthesis of research on UGC, eWOM, influencer marketing, EGC, and virtual influencers, as well as illustrative case studies from the author’s draft. The scientific novelty lies in the proposal of a working definition of IGC and a system of criteria that allows the term to be used in academic and applied analysis without conflating it with UGC.

Keywords: IGC, Influencer Generated Content, UGC, influencer marketing, short video, EGC, AI influencers, brand communication.

JEL Classification: L96, L82

For citation
Malinin I.I. Influencer Generated Content (IGC): conceptualizing influencer content as a distinct class of digital marketing communications. Media: Theory and Practice, 2026, vol. 4, no. 1, pp. 5–21. https://doi.org/10.65324/mtp028

The article is devoted to the study of the use of artificial intelligence in the sphere of audio content. It considers and defines such technology as audio deepfake: features, opportunities, limitations and threats to Internet users. In the context of active development and implementations of neural networks, it is necessary to determine the risks that may arise in the media space. The main audience that falls under the influence of audio deepfakes is young people (14–35 years old), as they are the core of the modern World Wide Web. This necessitates determined the choice of youth as the target audience of the study. It is important to understand how audio AI can be applied to teach important skills to young audiences: critical thinking, analyzing information, and developing digital literacy skills. For this purpose, a sociological study was conducted using a survey method, the report of which is presented in this article. The present study is significant for modern education and information security in general, as the conducted sociological analysis confirmed that along with potential advantages and benefits, the increasing use of artificial intelligence technologies also generates new threats. This makes the issue of the development of ecological information consumption an urgent scientific problem requiring appropriate solutions, which the authors propose in their article.

Keywords: audio deepfakes, neural networks, artificial intelligence, information consumption, speech, dangers, fraud, media literacy, media.

JEL Classification: L96, L82

For citation
Kharlanova V.E., Pelipenko T.A., Sakharova N.V. Formation of eco-friendly media consumption оf young people in the conditions of audio deepfakes development. Media: Theory and Practice, 2026, vol. 4, no. 1, pp. 22–32. https://doi.org/10.65324/mtp029

This article examines the potential and threats posed by artificial intelligence for human capital. Conclusions are drawn regarding the dual nature of integrating AI-based technologies into work processes and social life. Based on statistical data and a review of published materials, the article highlights the advantages of using AI-based technologies, which enable optimization of personnel activities, delegation of routine tasks to robots, and the development of personalized communication processes with clients and partners, taking into account geographical and industry specifics. Risks associated with the potential for a reduction in the number of representatives of certain professions, the emergence of cyberthreats, and technical, as well as legal and ethical aspects, are identified. It is determined that to optimize company performance, there is a need to synchronize personnel training with the implemented technological solutions. Conclusions are drawn: the integration of AI-based technologies is an important factor in the successful development of companies; it contributes to the competitiveness of goods and services; and it serves as an effective tool for transforming the labor market, provided it is used responsibly.

Keywords: human factors, artificial intelligence, digitalization, information technology, innovative solutions, media.

JEL Classification: L96, L82

For citation
Batorshina G.D., Nikitina N.V. The Human Factor and Artificial Intelligence: A Balance of Collaboration. Media: Theory and Practice, 2026, vol. 4, no. 1, pp. 33–38. https://doi.org/10.65324/mtp030

This article will examine in detail changes in media consumption in Russia and how content consumption is changing under the sanctions imposed on Russian platforms in recent years. With access to foreign digital platforms restricted, there is a need to expand and improve Russian services and increase user loyalty. Furthermore, demand for VPN services, which are used to bypass blocking and continue using foreign services and platforms, has significantly increased. These changes have not only impacted media consumption patterns but also raised questions about the sustainability of media systems and their ability to adapt to new political and economic realities. This article will identify the main trends in the transformation of media consumption in Russia under sanctions, with a particular focus on the impact of these changes on Russian platforms. Furthermore, the article will examine in detail the role of politics in the media space itself, how sanctions are affecting this industry and various cultural and social aspects of Russian life. The article concludes with a discussion of planned changes and future developments for the Russian media space.

Keywords: media space, media consumption, sanctions, foreign platforms, social networks, information isolation, blocking, content.

JEL Classification: L96, L82

For citation
Balakireva V.S. Changes in media consumption in Russia amid restrictions on foreign platforms. Media: Theory and Practice, 2026, vol. 4, no. 1, pp. 39–44. https://doi.org/10.65324/mtp031

This article examines how modern companies use language to build the image of a “sustainable brand” and present themselves as environmentally and socially responsible. The theoretical section outlines the main features of sustainable brand identity and explains the role of speech strategies in shaping it. A linguistic analysis of sustainability discourse in major British and American media shows how specific words and grammatical choices create meaning, influence public perception and justify sustainability claims. The study uses discourse and visual analysis to explore how two fashion brands — Patagonia and Stella McCartney — communicate sustainability through language (vocabulary, narratives, rhetorical techniques) and visual elements. The results show that both brands rely on value-based vocabulary, factual evidence and inclusive language to build trust, while visually using minimalist design and material transparency to support their sustainable image. Patagonia stresses activism and environmental urgency, while Stella McCartney focuses on innovation and ethical luxury. The study concludes that a sustainable brand identity is formed through the combination of linguistic and visual strategies. When verbal messages and visual elements are consistent, they strengthen authenticity, increase trust and make consumers more willing to support sustainability-oriented brands.
Keywords: sustainable brand, sustainable development, speech strategies, brand communication, responsible consumption, eco-branding, linguistic design, hybrid concepts, media discourse.

JEL Classification: L96, L82

For citation
Cherenkova V.A., Paukova A.V., Kliminskaya S.L. Speech strategies in shaping the image of a “Sustainable Brand”: how companies use language to position themselves as environmentally responsible. Media: Theory and Practice, 2026, vol. 4, no. 1, pp. 45–53. https://doi.org/10.65324/mtp032

The study aims to analyze the representation of «traditional values» on contemporary Russian television. Despite its growing significance, the image of «traditional values» remains fragmented. The goal of the research is to specify the representation of the concept on Russian federal TV channels. The study posits the exceptional role of television in setting national ideology and agenda. The notion of «traditional values» is conceptualized from the axiological perspective, particularly Max Weber’s «ideal types» concept. Modern values are institutionally grounded and based on opposing ideological poles. The concept is aimed at addressing the demographic crisis in Russian social policy. Its foreign policy significance lies in centralizing the Russian ideological pole opposed to Western «destructive ideology». The study employs a content analysis method conveyed by means of the «Medialogia» system. The sample consists of 1,663 television releases mentioning «traditional values». The audiovisual materials were broadcast on 14 federal channels between January 1, 2022, and December 31, 2024. A triangulation of research methods is applied: the quantitative method of content analysis is supplemented by qualitative narrative analysis. The narrative analysis model of N. Berning, used for analyzing journalistic reportages, is employed. The results of the research assert the ideological importance of the concept, which is oriented toward resisting «Western ideological hegemony» and «maintaining a multipolar world». Russia is portrayed as a «bulwark of traditional values», and its protection is declared a national priority. Findings could be considered by TV producers to strengthen the ideological positions of the concept in the Russian media.

Keywords: values, traditional values, television, audiovisual communications.

JEL Classification: L96, L82

For citation
Pomazkova A.T. Representation of traditional values ​​on contemporary Russian television. Media: Theory and Practice, 2026, vol. 4, no. 1, pp. 54–65. https://doi.org/10.65324/mtp033