Technologization-2026_3-12_29_09_2026

 

THE USE OF ENGLISH WORDS IN RUSSIAN ADVERTISING: IMPACT ON THE PERCEPTION OF THE BRAND BY THE YOUTH AUDIENCE

BELAYA Darya Ivanovna, BLAGOV Yuri Vladimirovich

Volga State University of Service

Abstract. This article shows the influence of Anglicisms in Russian advertising on the perception of a brand by a young audience, and also discusses research methods such as the analysis of advertising messages, sociolinguistic questionnaires, and comparison with previous studies. The study analyzes the typology of Anglicisms and their functions in advertising discourse. The authors determined that the success of an Anglicism in advertising depends on its appropriateness, degree of familiarity, and the absence of a sense of pseudo-prestige.

Keywords: anglicisms, advertising discourse, brand perception, youth audience, sociolinguistics, analysis of advertising messages

 

 

HYBRID PAINTING AS A PHENOMENON OF DIGITAL CULTURE: TRANSFORMATION OF THE ARTISTIC PROCESS, PERCEPTION AND PRESERVATION OF THE ARTWORK

BERLYAEVA Agata Vitalievna, KRASNOSHCHEKOV Vladimir Alexandrovich

Volga State University of Service

Abstract. The article is devoted to the analysis of hybrid painting as a form of contemporary art emerging at the intersection of traditional painting techniques and digital technologies. The relevance of the topic is determined by the fact that in the conditions of digital culture a painting increasingly exists not only as a material object, but also as a digitally activated system including augmented reality, projections, animation and interactive scenarios of perception. The purpose of the study is to describe hybrid painting as a phenomenon of digital culture, to identify its substantive and artistic-value principles, and to determine possible ways of solving the problem of preserving such works. The article examines changes in the artistic process, the status of the artwork and the role of the viewer, and analyzes the artistic and museum practices of Scarlett Raven, Tamiko Thiel, Belvedere Museum, Dalí Museum and Gemäldegalerie. As a solution, the article proposes a system combining a number of principles already represented in digital art studies and museum practice: recognition of the material and digital layers as equal, documentation of the structure of the artwork, transferability of the digital layer to new platforms and dual-contour exhibition. The article concludes that hybrid, or expanded, painting is emerging as a stable artistic form of contemporary culture.

Keywords: hybrid painting, digital culture, augmented reality, AR art, digital layer, interactivity, museum digitalization, authenticity, artistic process, expanded painting

 

 

VISUAL STORYTELLING IN MODERN STAKEHOLDER COMMUNICATION PRACTICE

GILMUTDINOVA Elena Vasilievna, BELKO Tatiana Vasilievna

Volga State University of Service

Abstract. The article is devoted to the study of visual storytelling in the modern practice of interaction and communication with stakeholders. The authors consider the characteristic techniques and technologies of graphic narrative in the context of product and service promotion. Analyzing the experience of both foreign and domestic companies, the positive result of integrating the visual narrative of the comic format into communication with stakeholders is revealed. The research is aimed at forming a holistic approach to understanding visual storytelling as an actual source of interaction between all participants in business processes.

Keywords: visual storytelling, comic book format, narrative structures, media environment, stakeholders

 

 

EVOLUTION OF PHISHING METHODS IN THE RUSSIAN-SPEAKING SEGMENT: SYSTEMATIZATION OF APPROACHES BASED ON THE ANALYSIS OF RINTS PUBLICATIONS (2023–2025)

EMTSOV Danil Yuryevich, SARANOV Roman Sergeevich,

MUNIROVA Yulia Sergeevna

Volga State University of Service

Abstract. This article examines the evolving nature of phishing attacks within the Russian-language digital space. Based on a systematic analysis of nine peer-reviewed publications indexed in the Russian Science Citation Index (RSCI) between 2023 and 2025, the study identifies key technological and social engineering threat vectors: the mass proliferation of next-generation phishing utilizing generative AI, the integration of attacks with instant messaging apps and corporate communication channels, and the use of large language models to automate the creation of malicious content. Particular attention is paid to gaps in the legal classification of phishing, the effectiveness of browser-based protection mechanisms, and the cognitive aspects of user reactions. Empirical data indicate a decline in the effectiveness of browser warnings (with an appropriate user response rate of approximately 30 % in the Russian segment) and highlight the need to shift toward multi-layered cybersecurity models. The research findings can inform the development of adaptive threat detection systems, the improvement of the regulatory framework, and the design of public digital literacy programs.

Keywords: phishing, social engineering, generative artificial intelligence, large language models, cybersecurity, legal classification, digital literacy, Russian-language internet segment, systematization of scientific approaches

 

 

THE HOCKEY STYLE IN MODERN FASHION: THE INFLUENCE OF SPORTS AESTHETICS

ERMAKOVA Darya Evgenievna, BLAGOV Yuri Vladimirovich

Volga State University of Service

Abstract. The article examines the influence of hockey aesthetics, which extends beyond the arena and becomes not just a way to express one's loyalty to the league and team, but an integral part of the modern fashion industry. The study focuses on analyzing the adaptation of elements of hockey culture into streetwear. By examining fashion magazines and analyzing trends related to hockey, the authors highlight the global impact of this sport on the modern fashion world and how this aesthetic is becoming increasingly popular. The paper examines the main forms of interaction between sports and fashion, such as the creation of collaborative clothing, the creation of merchandise by clubs to promote sports teams and create an emotional connection between fans and the team, and the use of hockey paraphernalia to create a creative identity. Particular attention is paid to a new trend involving the reimagining of hockey players' appearance and the adoption of tousled hairstyles. The study reveals that hockey aesthetics constitute a significant element of the modern fashion world and continue to influence the development of various industries, helping to popularize hockey not merely as a sport but also as a stylish fashion trend.

Keywords: hockey aesthetics, hockey uniforms, hockey style in modern fashion, sports jerseys, hockey hairstyles, hockey culture

 

 

VISUAL CODES OF ENVIRONMENTAL PR AND THEIR PERCEPTION BY STUDENT AUDIENCE

KALININA Diana Stanislavovna, VERSHININA Anastasia Vyacheslavovna,

BAGIROVA Leila Seyidvalievna

Volga State University of Service

Abstract. The article considers gaming technologies as an actual tool for the professional orientation of young people, substantiates the insufficient effectiveness of traditional career guidance methods in a rapidly changing labor market and the peculiarities of information perception among modern youth. After analyzing the essence and main types of gaming technologies, the authors identified the key advantages of the gaming approach, including a high degree of engagement, reduced fear of error, the development of critical thinking and communication skills, the ability to "live" professional roles in a safe environment, and also noted a number of limitations, such as the risk of a simplified view of the profession, dependence on the technical base and the likelihood of a shift in focus from career guidance tasks to competitive excitement. The article pays special attention to the role of the teacher as a moderator of the gameplay, transforming the gaming experience into conscious career orientations. The authors conclude that the introduction of gaming technologies translates the choice of profession from a one-time stressful act into a continuous process of safe experimentation, contributing to a more conscious professional self-determination.

Keywords: game technologies, career guidance for young people, professional self-determination, labor market, gamification, role-playing games

 

 

POPULAR SCIENCE TOURISM AS A MODEL OF SUSTAINABLE INTERACTION SCIENCE, SOCIETY AND BUSINESS

KALININA Diana Stanislavovna, TYURINA Alina Alekseevna,

GAFFAROVA Diana Ilgar Kyzy

Volga State University of Service

Abstract. The article analyzes the current state of the system of education and training of specialists in the field of social work in Russia. Key problems have been identified: the gap between theoretical training and practical skills of graduates, insufficient practice, low motivation of students due to low salaries, a shortage of teachers with practical experience and limited interaction of universities with social services. Based on the empirical research data, ways are proposed to improve the system of training specialists in social work, including the introduction of a practice-oriented learning model, increasing the motivation of graduates and developing more flexible educational programs in combination with the formation of new competencies among teachers.

Keywords: social work, vocational education, training of specialists in social work, professional standards, practice-oriented training, interaction with employers

 

 

GENERATIVE AI IN DESIGN: A THREAT OR A TOOL FOR OVERCOMING STYLISTIC BINARIES?

KOLESNIKOV Nikita Sergeyevich, BELKO Tatiana Vasilievna

Volga State University of Service

Abstract. This paper draws a distinction between the concepts of "style" (a stable visual system) and "presentation" (a variable implementation, such as light or dark mode). It demonstrates that modern interfaces are trapped in a binary paradigm: one style paired with two presentation options. Generative AI removes technological constraints, enabling the creation of multiple presentation variants within a single style. The study analyzes regional differences: utilitarian UI (prioritizing UX) dominates in the US and Europe; Asian design is functional yet visually rich; and the Russian approach traditionally emphasizes context and emotional response. It argues that Russian designers could spearhead a new paradigm – one characterized by a wide range of AI-driven stylistic presentations. The paper examines the "client vs. user" dilemma in small business, noting how AI lowers the cost of error and accelerates hypothesis testing. Four hypotheses are proposed regarding channels for promoting this approach: professional influencers, legislation, art (particularly documentary film as a bridge to science), and education and science (including hackathons). The conclusion is drawn that AI is not a threat but a tool for transitioning from a two-theme model to multiple-option personalization.

Keywords: generative AI, style, presentation, light/dark mode, national design characteristics, personalization, small business, Russian school of design, documentary film

 

 

CONTEMPORARY PARADIGMS OF DEVELOPING CIVIL RESPONSIBILITY IN STUDENTS

SOLOMATINА Galina Nikolaevna, FOMENKO Irina Ivanovna

Kuban State University

Abstract. The article expands the theoretical and practical basis for the problem of forming civic responsibility among students. The essence and content of the main concept are analyzed, which contributes to a deeper understanding of its interpretation. Special attention is paid to the use of a paradigmatic approach in pedagogical research, which is significant in the educational work of an educational institution. The article identifies the technologies for forming civic responsibility among students from the perspective of the pedagogical paradigm. This research is relevant, as the development of civic responsibility directly affects the formation of conscious and proactive citizens. The study allowed us to identify effective strategies and methodological approaches that contribute to optimizing the process of developing students' civic responsibility in a general education school. The purpose of this article is to analyze the possibility of using a paradigm-based approach to developing students' civic responsibility. The research methods include an analytical review of scientific sources, systematization of theoretical provisions, and a comparative analysis of pedagogical experience in the field of fostering civic responsibility among schoolchildren in educational institutions. The results of the study revealed that a paradigmatic approach to the study of civic responsibility allows for the identification of three components of the pedagogical paradigm: patriotic, legal, and systemic, which represent commonly accepted standards and templates that define approaches to solving problems in the field of civic education. The authors concluded that the use of a paradigmatic approach in the implementation of educational activities in educational institutions determines the success of fostering civic responsibility among schoolchildren.

Keywords: citizenship, responsibility, civic responsibility, civic education, civic qualities, educational work, pedagogical paradigm, patriotic paradigm, legal paradigm, systemic paradigm, paradigm approach

 

 

INFLUENCE OF K-POP VISUAL STYLE ON MODERN GRAPHIC DESIGN

CHIRKOVA Ekaterina Viktorovna, KALUTSKAYA Anastasia Dmitrievna,

KUZNETSOVA Evgeniya Yuryevna

Volga State University of Service

Abstract. The article examines the influence of the K-pop visual style on modern graphic design. The key elements of the identity of the South Korean music industry, including typography, color palettes, and Y2K aesthetics, are analyzed. Using the examples of BLACKPINK and NewJeans, the mechanisms of transformation of K-pop visual codes into modern graphic design practices are examined. The main trends in the borrowing and adaptation of Korean visual aesthetics in the international design environment are identified. The juxtaposition of BLACKPINK and NewJeans' concepts demonstrates that contemporary visual communication is heterogeneous: it simultaneously encompasses glossy futurism and an ironic reinterpretation of retro.

Keywords: K-pop, graphic design, visual identity, Y2K, BLACKPINK, NewJeans, typography, color palette