Professor and Doctor of Sciences (Philology) Lidiya Lobodenko, Head of the Department of Journalism, Advertising, and Public Relations at the SUSU Institute of Media, Social Sciences, and Humanities, Professor and Doctor of Sciences (Philology) Liudmila Shesterkina, and Professor and Doctor of Sciences (Pedagogy) Anna Cheredniakova participated online in the 17th International Media Readings in Moscow, "Mass Media and Communications-2025".
The conference was held from October 23rd to 24th of 2025, at the Faculty of Journalism at Lomonosov Moscow State University with the support from the Ministry of Digital Development, Communications, and Mass Media of the Russian Federation. This year's theme was "Exploring Past and Foreseeing Future: Education for Media Professionals in Russia, China and Beyond".
Researchers from our university presented the results of their study on the "Use of Neuromarketing Technologies in the Training of Media Professionals in Environmental Journalism". The study examined young people's perceptions of environmental news by using EEG and eye tracking. The key findings showed that negative environmental news evokes greater emotional engagement than positive news, and that respondents' attention is focused on verbal and nonverbal elements related to environmental issues and natural objects.
This study represents an important intersection of journalism, cognitive psychology, and neuromarketing, demonstrating how environmental media texts influence the subconscious of their audiences.
The participation of SUSU and the Institute of Media, Social Sciences, and Humanities in such international conferences plays a significant role in the development of journalism in our region. This allows for the exchange of experiences with leading experts, the development of cutting-edge methods and research, and the adaptation of modern practices and technologies to train the next generation of journalists.
The study was supported by a grant from the Russian Science Foundation (Project No. 23-18-20090, https://rscf.ru/project/23-18-20090/).