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Communication: International Experience PEOPLES’ FRIENDSHIP UNIVERSITY OF RUSSIA Institute of World Economy and Business (IWEB) COMMUNICATION: INTERNATIONAL EXPERIENCE Abstracts of the International Conference Moscow, December 3, 2015 Moscow 2016 УДК 316.77:339(063) У т в е р ж д е н о ББК 88.53+65.5 РИС Ученого совета К63 Российского университета дружбы народов Editor-in-Chief – N.P. Gusakov Editing Board: Y.N. Moseikin, E.N. Malyuga, V.M. Matyushok, I.A. Aidrous К63 Коммуникация: международный опыт = Communica- tion: International Experience : сборник статей Междуна- родной конференции. Москва, 3 декабря 2015 г. / под ред. Н. П. Гусакова. – Москва : РУДН, 2016. – 173 с. : ил. The publication includes the scientific articles that explore different as- pects and contemporary trends of the global economy, innovation, communica- tion and linguistics. IWEB is one of the first business schools in Russia, which started MBA program for top managers. Today the Institute is ranked as one of the best ten business schools in Russia and provides students with an opportunity to get a high-quality and prestigious education in the field of international economics, PR, marketing and management. The Institute is working closely with the world known universities and internationally recognized companies in order to improve the scientific and educational standards. Maluyga E.N., Uspehov. N.P. took part in the translation of the arti- cles into the English. ISBN 978-5-209-07680-3 © Коллектив авторов, 2016 © Российский университет дружбы народов, 2016 CONTENT NEW TRENDS IN THE INTEGRATED COMMUNICATIONS ............................................................... 5 Glinskaya I.Y Russia's image in the context of globalisation: features of formation ............................................................................... 5 Gribanova A.V. Mobile marketing technology for higher education ............ 14 Savelyeva O.O. Outdoor advertising: integration of commercial communication and art-object ............................................. 30 Saharchuk N.S. Marketing as an instrument of creating, maintaining and altering a territory’s inverstment attrativeness .................... 39 Stefanov S.I. Dendritic Fractal and Communication Process ................... 54 Trubnikova N.V. Creative input in postinformational dimension: new constants .............................................................................. 62 THE DEVELOPMENT OF THE GLOBAL ECONOMY AND GROWING UNCERTAINTY ................................................. 69 Asmyatullin R.R. Russian universities in the global education market: tactics and strategies ....................................................................... 69 Burchakova M.A Social role of business in societal development .................. 80 Vladimirova I.G. Integration processes at the intercorporation level: the definition and approaches to performance evaluation ....... 103 3 Efremov V.S. Evolutionary forecasting of global industries development (the case of construction and earthmoving equipment’s industry) ............................................................................ 122 Маdiyarova D.M. Development of transport communications of Kazakhstan in the conditions of the entrance of world economy in the turbulence mode ................................................................ 133 Moseykin Y. N. Prospects for Cooperation of Russian and Latin American Business Schools ............................................................... 145 PROFESSIONAL AND BUSINESS COMMUNICATION 153 Alex Krouglov Three stages in teaching business communication and developing interpreting skills ............................................ 153 Malyuga E. N. Linguocultural issues of business negotiations’ language 159 4 New trends in the integrated communications RUSSIA'S IMAGE IN THE CONTEXT OF GLOBALISATION: FEATURES OF FORMATION Glinskaya I.Y. Doctor of Political Sciences, Associate Professor of advertising and business communications department Peoples' Friendship University of Russia Institute of World Economy and Business The image should summarize and emphasize the worthiness and properties that the country offers to the world. Such aspects of the country carry immense value in the competition, as the probability that the consumer will choose this particular country increases. The image of the country is formed as a notion of its individuals, social groups and peoples, usually in a historical context, reflecting cultural and national characteristics of a community. However, the perception of the image depends on the existence of common interests or conflicts of interests of whose image is perceived and who perceives it. Value orientation, traditions, social norms, habits, ethnic and cultural factors play an important role in this process. Each country has a certain steady mental image. If you want to describe the UK, the following images can appear in your mind: Her Majesty Elizabeth II, the famous Tower, Parliament and Big Ben Tower proudly soaring over the Thames, a Scot with the bagpipes, evergreen parks of London, prudish English, chatting over a cup of famous English tea, Miss Marple and 5 Sherlock Holmes, and, of course, the Beatles - the incomparable, internationally adored musicians. France is associated with the Eiffel Tower, Montmartre, Notre-Dame de Paris, the Bois de Boulogne, Riviera, fine restaurants where you can taste fine wines, oysters, foie gras, listen to the songs of famous singers - Edith Piaf, Charles Aznavour, Mireille Mathieu. China is associated with an unusual cuisine, full of variety of subtle flavours, the tea ceremony, silk clothes, jade and pearl masterpieces, the Tibetan medicine, Qigong gymnastic system, Buddhist temples decorated with colorful lanterns, feng shui, Shanghai skyscrapers. When we say "Russia", we remember Northern Palmyra - Peter's the First creation, with its magnificent palaces, bridges over the Neva, the masterpieces of the Hermitage, the Church of the Savior-on-Blood, suburban residences of the royal family in Pavlovsk, Peterhof, Tsarskoye Selo, Gatchina. We feel pride, remembering our gold-domed capital, the Kremlin towers, Red Square, where executions and parades took place, the Cathedral of Christ the Savior revived at the end of the 20th century, hotels - Natsional and the Metropol, All-Russia Exhibition Centre and Gorky Park, Old Arbat street where poets Pushkin, Okudzhava and Tsoi used to walk at different periods of time. Literary Moscow arises in our minds with the traditions of the poets of the Silver Age, and their successors, new geniuses who revealed their talents at famous poetic sessions at the Polytechnic Museum- Rozhdestvenskiy, Yevtushenko, Akhmadullina. Moscow, that keeps the traditions of Tchaikovsky, Rachmaninoff, Scriabin, draws the admiration of connoisseurs of music and a desire to visit Moscow Conservatoire, Tchaikovsky Music Hall and the House of Music. It's just a small part of those associations that arise when the word "Russia" is pronounced, only two cities where political, economic and cultural relations of the country can be found. National brands "Moskva Pervoprestolnaya" and "Brilliant St.Petersburg" were approved 6 by the Federal Tourism Agency and attract tourists from many countries of the world. And if you look at the map of Russia, you can picture the life of the regions where different branches of industries appeared, their own traditions were strengthened and their own celebrities were born. Each region has something to be proud of. If we study the image of the Russian macro-regions based on the technology of branding, the products mainly have their own identity, due to the place of origin. For example, a brand of fish products "Dalpiko" is associated with the Far East, rich in fish and seafood. Russia can be a world leader in eco-tourism, since it has unique natural features, but the aid of the state, business and civil society is needed, in this case the potential will become a resource for the development of the Russian economy. Siberia could become one of the world's centers of eco-tourism, and winter sports. The Far East could become an area for sea regattas and a golf tourism center. The Volga region possesses historical, cultural and natural values, attractive to Russian and foreign tourism. Nizhny Novgorod Monastery, Nizhny Novgorod Fair, Ples - all these are places of interest to be visited. A large number of big cities with well-developed infrastructure make it possible to develop the image of the region, good for living and attractive for students and workers. Since Russia is the object of regional branding, you should study its tools: - festivals, competitions, exhibitions and conferences; - celebrating the anniversaries of historical and cultural events; - the revival of local traditions and customs; - development of new tourist routes; - actualisation of regional brands; - creation of new territorial markers; - developing symbols of the region (including emblems, hymns, and so forth); - creation of monuments and architectural complexes; 7 - making films, putting on theatre performances, publishing of local literature - personification of the territory through a symbolic figure – a politician, a writer or a historical figure. Heraldry in Russia is of great importance today. It contributes to the social and economic development of the state, thus strengthening it. "Symbol acts as a historical and cultural zone, which formed an integral shaped space of each city in the unity of all its social and political components," says an expert
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