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Title of the article: |
BRAND COMMUNICATIONS IN THE SOCIO-CULTURAL PARADIGM OF CONTEMPORARY CONTEXTS. REVIEW OF THE MONOGRAPH BY BAGAYEVA T. L. BRANDING THROUGH THE LENS OF SOCIOLOGY (K., 2017) |
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Author(s): |
V. L. Muzykant |
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Information about the author/authors |
Valery L. Muzykant — DSc in Sociology, Professor, Expert of the Ministry of education and science of the Russian Federation, Russian Peoples’ Friendship University, Miklukho-Maklaya St. 6, 117198 Moscow, Russia. E-mail: vmouzyka@mail.ru |
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Section |
Reviews |
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Year |
2019 |
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Volume |
Vol. 53 |
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Pages |
pp. 284–288 |
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Received |
June 05, 2019 |
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Date of publication |
September 28, 2019 |
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Index UDK |
008 |
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Index BBK |
71.4 |
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Abstract |
The review is to examine the monograph of the Ukrainian sociologist T. Bagayeva Branding through the lens of Sociology. The core of Dr. Bagayeva’s research is founded in sociology and designed to provide answers to practical issues by implementing a new configuration of the intellectual toolset that integrates social analytics, expertise, managerial, creative and innovational activities in the field of communications. Dr. Bagayeva analyzes the morphology of complex communications systems, such as branding, soft power, StratCom, and RC (Reflexive Control). In order to conduct her analysis, the author introduces an interdisciplinary reflexive platform. |
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Keywords |
brand; Bounty — model, communication system, branding system; transit matrix, nonlinear control. |
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References |
1 Bagaeva T. L. Brending v optike sotsiologii [Branding through the lens of sociology]. Kiev, Akademvidav Publ., 2017. 344 p. (In Russian) |
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