RUDN Journal of Studies in Literature and JournalismRUDN Journal of Studies in Literature and JournalismВестник Российского университета дружбы народов. Серия: Литературоведение. Журналистика2312-92202312-9247Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)3146510.22363/2312-9220-2022-27-2-399-413JOURNALISMЖурналистикаResearch ArticleBasic Approaches to the Typology of Digital Media PlatformsОсновные подходы к типологии цифровых медиаплатформhttps://orcid.org/0000-0001-6110-7045PolyakovMaksim L.ПоляковМаксим Львович

Academic director of Master program “Digital communications and new media”, Institute of Social Science, Russian Presidential Academy of National
Economy and Public Administration (RANEPA), Senior Lecturer of Department of Integrated Communications. Professor of International Journalism Department, MGIMO University.

старший преподаватель кафедры интегрированных коммуникаций, автор и руководитель магистратуры «Цифровые коммуникации и новые медиа» Института общественных наук Российской академии народного хозяйства и государственной службы (РАНХиГС), профессор кафедры международной журналистики Московского государственного института международных отношений (МГИМО).

polyakov-ml@ranepa.ruRussian Presidential Academy of National Economy and Public Administration (RANEPA)Российская академия народного хозяйства и государственной службы при Президенте Российской ФедерацииMGIMO UniversityМосковский государственный институт международных отношений (университет) МИД Российской Федерации06072022272THE RECEPTION OF SILVER AGE RUSSIAN LITERATURE ABROADРЕЦЕПЦИЯ РУССКОЙ ЛИТЕРАТУРЫ СЕРЕБРЯНОГО ВЕКА ЗА РУБЕЖОМ39941306072022Copyright ©; 2022, Polyakov M.L.Copyright ©; 2022, Поляков М.Л.2022Polyakov M.L.Поляков М.Л.http://creativecommons.org/licenses/by/4.0https://journals.rudn.ru/literary-criticism/article/view/31465

Digital platforms are in a spotlight for researchers all around the world. These studies are done in areas of communications, sociology, economics, information technologies, management. Scholars use a lot of approaches to define platforms, make their typology and systematization. The article describes and analyzes theoretical approaches, definitions, conceptualization, and typologies of digital platforms of ten recent years from 2010 till 2021. As a result, I conclude some common definition. Part of this typology and platform segment are platforms based on advertising business model. That type of digital platforms have generated new media industry segment - context and target advertising - and some of these platforms concentrated a significant part of global adverting market. They may be defined as digital media platforms . Typology and definitions of platforms could be used in universities with such studies like “Communications”, “Journalism”, “Advertising and public relations”, “Economics”.

Цифровые платформы в последние годы находятся в центре внимания исследователей со всего мира. Их изучение ведется в контексте таких дисциплин, как коммуникативистика, социологии, менеджмент, информационные технологии, экономика. Исследователи используют различные подходы к определению того, что представляет собой платформа, к их концептуализации и систематизации. В центре внимания статьи - теоретические взгляды на цифровые платформы последних десяти лет и авторская типология цифровых платформ. Исследуется определение понятия «цифровая платформа» в работах 2010-2021 годов, проведен критический анализ вариантов классификации платформ, сделаны выводы об общих элементах платформ, сходных определениях и принципах их типизации. Автор отдельно рассматривает платформы, работающие по рекламной модели, вводит термин медиаплатформы . Именно эти платформы создали новые сегменты рекламного рынка - контекстную и таргетированную рекламу, заняв лидирующие позиции на глобальном и российском медиарынке. Определения и типология цифровых платформ в целом и описание сегмента рекламных платформ в частности могут быть использованы в вузах, где готовят специалистов по направлениям «Медиакоммуникации», «Журналистика», «Реклама и связи с общественностью», «Экономика».

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