Corporate Citizen as a Subject of Social Architecture: An Analysis of the Russian Digital Mediascene
Year: 2025
Type: article
Abstract: The article is dedicated to the study of the phenomenon of corporate citizens as a key subject of social architecture in the context of the digitalization of social relations. The author examines the transformation of the role of large businesses in modern Russia, where state-owned companies (such as Gazprom Neft, Gazprom, Russian Railways, and Norilsk Nickel) actively shape new models of interaction between business, government, and society through the implementation of social projects. Special attention is paid to analyzing how the digital media space becomes a platform for constructing the public image of corporations and promoting their social initiatives. The subject of the research is the activities of corporate citizens in the field of social architecture, manifested in the Russian digital media space. The paper provides a detailed analysis of specific projects and initiatives from companies such as Gazprom Neft, Gazprom, Russian Railways, OMK, and Norilsk Nickel, which are implemented within the framework of their social responsibility. The main focus is on how these corporations create sustainable communicative configurations, engaging local communities and stakeholders in collaborative activities. The methodological basis includes a socio-constructivist approach to the mediatized society, as well as data analysis from the social media monitoring system Brandanalytics for companies like Gazprom Neft, Gazprom, Russian Railways, OMK, and Norilsk Nickel, among others, during the period from December 2024 to February 2025. The results of the research show that the projects with the greatest resonance and engagement are those related to supporting education, culture, and infrastructure. The leader in audience engagement was Gazprom Neft's project – the intellectual tournament for high school students titled "Multiplying Talents," which generated significant resonance in the media space. Other popular initiatives included, for example, New Year's decorations in cities, exhibitions, educational programs, and support for social entrepreneurs. The author emphasizes that effective social architecture requires not only financial investments but also intentional design, including communication strategies that take into account the demands of society, authorities, and media strategy. Corporate citizens, acting as social architects, contribute to the formation of a unified socio-political space, strengthening connections between business, government, and society.
Source: Litera
Author: Larisa Valentinovna Sharakhina
Institution: Saint Petersburg State Electrotechnical University
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4413177245