The Creativity Phenomenon in the Media Strategies of XXI Century Poets

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Abstract

This research examines how modern poets use various creative media strategies as a means of promotion of their poetry as well as personal brands in the Internet and beyond. Promotional actions in their various forms used by XXI century Russian poets allow one to achieve new results both in offline and online events, so a cross-platform effect is at work here. The discourse analysis method, the content analysis method and the participant observation method were used to obtain analytical data. Such actions of art PR as gamification, hype, charity event, closed fan club and many others can increase the public capital of a modern poet through the interactive involvement of a potential reader.. The work is of practical importance for poets of the 21st century who want to increase the level of recognition of their personal brand and achieve higher quantitative and qualitative indicators of their target audience.

About the authors

Stefania A. Danilova

St. Petersburg University

Author for correspondence.
Email: ichwerdewarten@gmail.com

graduate student of the Higher School of Journalism and Mass Communications, Department of Advertising, St. Petersburg University, Member of Russian Writers’ Union

26, 1st line V.I., St., Petersburg, 199004, Russian Federation

Evgenia V. Bilchenko

St. Petersburg University; National Pedagogical Dragomanov University

Email: yevzhik80@gmail.com

Doctor of Cultural Studies, Associate Professor of the National Pedagogical Dragomanov University (Kiev, Ukraine)

26, 1st line V.I., St., Petersburg, 199004, Russian Federation; 9, Pirogova street, Kiev, 02000, Ukraine

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Copyright (c) 2020 Danilova S.A., Bilchenko E.V.

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