Segmentation and Profiling of Media Communications: Industrial and Educational Determinants

Abstract

The subject of this article is the explication of segmentation and profiling of media communications. The rationale is based on a combination of interdependent industrial and educational determinants. A case study method is used on the example of the best practices of National Research University Higher School of Economics, where ‘Media communications’ was developed. It is an innovative direction for the Russian educational space, which is currently included in the curriculum of more than ten universities of the country (not only in the federal center but in the regions as well). The research also involved a secondary analysis of statistical data. The productivity of this direction is determined both for the Russian media industry and higher education.