RUDN Journal of Studies in Literature and JournalismRUDN Journal of Studies in Literature and Journalism2312-92202312-9247Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)3073010.22363/2312-9220-2022-27-1-158-170Research ArticlePeer Learning and Edutainment Technologies in the Development of Professional Competencies of Media StudentsIlyichevaValeria V.<p>PhD in Philology, Senior Lecturer, Department of Mass Communications, Faculty of Philology</p>ilyicheva-vv@rudn.ruhttps://orcid.org/0000-0003-4013-9237KuzmenkovaKsenia E.<p>tutor for educational work, Faculty of Philology</p>kuzmenkova-ke@rudn.ruhttps://orcid.org/0000-0002-8064-3828GromovaEkaterina B.<p>Senior Lecturer, Department of Journalism, Faculty of History and Philology</p>katya-64@inbox.ruhttps://orcid.org/0000-0003-4705-4180Peoples Friendship University of RussiaSevastopol’s Branch of Lomonosov Moscow State University0104202227115817001042022Copyright © 2022, Ilyicheva V.V., Kuzmenkova K.E., Gromova E.B.2022<p style="text-align: justify;">The article describes and analyzes the educational and training project of the Department of Mass Communications of the Peoples Friendship University of Russia Day of Specialties: Journalism, Television, Advertising and Public Relations. Also presented is the experience of organizing and conducting the festival of educational films and training MediaEnvironment at the branch of the Lomonosov Moscow State University in Sevastopol. These special educational and cognitive events are considered as elements of internal and external communications of universities, developing the professional competences of participants and demonstrating the possibilities of using the concept of peer learning and edutainment technologies for practical emotional-motivated learning of students of media specialties. The authors describe the methodology of event preparation in relation to educational standards, linking the organizational stages with the formation of specific student competencies. The authors conclude not only about the effectiveness of such forms of educational communication, but also about the prospects of their use in the conditions of online education. Representation model of special events is universal and can be used not only in universities with such directions like journalism, television, advertising and public relations.</p>media educationstudent holidaysprofessional competencieseducational communicationsuniversity imageмедиаобразованиестуденческие праздникипрофессиональные компетенцииучебные коммуникацииимидж вуза[Abramovskih, T.A. (2020). The formation and development of the image of the educational organization in the digital educational environment. Modern Pedagogical Education, (5), 4–8. (In Russ.)][Boud, D., Cohen, R., & Sampson, J. (2001). Peer Learning in Higher Education. Routledge Publ.][Ilyicheva, V., Andreichenko, L., Kuzmenkova, K., & Pisareva, M. (2021). Radio journalism: study and reality. In V. Barabash (Ed.), Problems of modern radio broadcasting. Proceedings of VII scientific-practical conf., May 27, 2021 (pp. 43–47). Moscow: RUDN Publ. (In Russ.)][Ilyicheva, V.V., & Kuzmenkova K.E. (2015). Multimedia portal as a platform for the development of professional skills. In V. Barabash (Ed.), Problems of modern radio broadcasting: Proceedings of the I scientific-practical conf., April 9, 2015 (pp. 32–38). Moscow: RUDN Publ. (In Russ.)][Makarov, A.A., & Chikalova L.S. (2021). Events of event marketing in higher educational institutions: review of practice and prospects of application. Bulletin of Shadrinsk State Pedagogical University, 2(50), 126–131. (In Russ.)][Muravyeva, N. (2006). University media resources. Higher Education in Russia, (7), 99–102. (In Russ.)][Urazova, S.L., Pisareva, M.N., & Volkova, I.I. (2020). Criteria for the formation of communicative space in the student environment: immersion in creativity. Scientific Notes of Zabaikalsky State University, 15(1), 75–81. (In Russ.)][Volkova, I.I. (2013). Four Pillars of Gamification. Middle-East Journal of Scientific Research, (1), 149–152.][Volkova, I.I., Desyaeva, N.D., Kilpelyaynen, E.S., & Algavi, L.O. (2017). Gamification in education: boss fight. Educational space in the information age (EEIA-2017): collection of scientific papers of the international scientific-practical conference, Moscow, June 7–8, 2017 (рр. 330–340). Moscow: Institute for Educational Development Strategy of the Russian Academy of Education Publ. (In Russ.)][Volkova, I.I. (2018). Screen game communications as an indicator of the perception of medareality: status-generational aspect. Vestnik Moskovskogo universiteta. Serija 10. Zhurnalistika, (4), 124–138. (In Russ.)]