Key Speakers / Zhilavskaya Irina V.


Heated visual media lead to passive audience



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Personal page on the website of SMSUH. MA Sholokhov




Zhilavskaya Irina V.

PhD in philology, Associate Professor at the Sholokhov Moscow State University for Humanities (SMSUH). Chairman of Journalism and Media Education Department, member of the Russian Committee on UNESCO Program «Information for All», Executive Officer of the National Association for the Study of media (NASM), Editor in Chief of the International Research and Education e-journal «Media. Information. Communication» (MIC), author of the book «Media education of youth market», and more than 60 papers on themes of Information and Media Literacy, media education and media behavior of the person.


1981 – graduated from Tomsk State University, Faculty of Philology, specialty «The Russian language and literature».

2000 – worked on probation under the program «Open World» in Orlando (Fla.), USA.

2003 – took professional retraining program «Administration management. Economy» at Tomsk State University.

2005 – got a second degree in the specialty «State and Municipal Management» at the International Faculty of Management of Tomsk State University.

2008 – defended the thesis on «Optimizing of the interaction of media and youth market through media education strategies and technologies» at the Moscow State University.


Author and new concepts developer in the theory of media and media education: informal media, journalistic model of media education, media literacy activity of mass media, media-literacy.

Head of some social researches on «Youth and Politics» (2007), «Impact of Media on Youth» (2008), «Youth and Media» (2008), «Youth in information space ZATO» (2009), «Issues of national identity among young people in Tomsk Region»(2009), «Development and implementation of youth potential in Tomsk region» (2009, 2010).

Convener of the All-Russian scientific-practical conference «The role of Media Education in the development of science, culture, education and mass media» (2007.2008, 2009), Tomsk, TIIT. Science editor and the author of sourcebook «Media Education: From Theory - to Practice» (2007, 2008, 2009), Tomsk, TIIT, «Youth and Media. Goals and Values», Moscow, Sholokhov MSUH, «Person and the media. Cooperation Technology», Sholokhov MSUH.

Member of the Russian-Finnish seminar on Education (2009). Co-chair of the steering committee of I All-Russian Scientific-Practical Conference «Current Trends in the Russian media education 2010», Moscow, Moscow State University. Chair of the steering committee of the All-Russian Scientific-Practical Conference «Youth and Media. Goals and Values», Moscow, 2011.

Head of R & D «Research of Socio-Psychological Characteristics of Person Media Behavior in Today's Information Society», Sholokhov MSUH 2011.

Member of UNESCO's International Expert Meeting on Adapt Questions of UNESCO's Media and Information Literacy for the Russian Training Program (Moscow, December 12, 2011). Expert of the Russian Information Policy Fund (RIPF)

Member of the expert community «Russian Intelligence Network».


1. The Role of Media Education in Shaping the Public Sphere. Journalism in 2010: the media in the public sphere. Proceedings of the International Scientific and Practical Conference. Faculty of Journalism of the Moscow State University, Moscow, Univ. Press, Moscow, 2011.

2. «I and Journalism» Against the Background of Professional Competencies. Mass Media in Modern World. Petersburg Readings: Proceedings of the 50th International Conference / Ed. Ed. S. G. Korkonosenko. Philological Faculty of the St. Petersburg State University, St. Petersburg, 2011.

3. Media Behavior of the Person. Sense Finding. Mediascope. Electronic Scientific Review of Faculty of Journalism of the Lomonosov Moscow State University. Issue 2, 2011.

4. Information and Media Literacy as a New literacy of Information Society. Journalist. Social Communication. № 4, 2011.

5. Media Education Technology of Print Media. Bulletin of Moscow University. Series 10: Journalism, № 5.

6. Media Education Activities of the Media as a Kind of Public Relations. Social PR and Social Advertising: Experiences and Innovation: Proceedings of the III International Scientific Conference (20-22 May 2010gg.) / Ed. O. P. Chernega. Barnaul, 2010.

7. New Editorial Technologies in the "Media and Society" System. The journal "Social Systems Management", ed. Professor. F. P. Tarasenko, Tomsk, № 3, 2010.

8. Work with an Audience: New Editorial Technologies. Current Trends in the Russian media education. Source Book of All-Russian Scientific-practical Conference: In 2 volumes, Vol.1. Faculty of Journalism of Moscow State University, Moscow, 2010.

9. Socio-political Press Died for Young People. National Program for Support and Development of Reading: Problems and Prospects. Proceedings of the II All-Russian Conference (Moscow, 20-21 November 2008) / Ed. Evgeny Kuzmin, A.V. Parshakova. Interregional Center of Library Cooperation, Moscow, 2009.

10. System Aspects of Media Education Activities of Mass Media. Bulletin of Moscow State University. Series 10: Journalism, № 5, 2009.

11. CATU as a Ghetto: Youth Value Identity in the Closed Cities. Empirical studies of civil society. OPF, Moscow, 2009.

12. Informal Media Environment as a Factor in the Development of Media Education. Source Book of the All-Russian scientific-practical conference "The Information field of modern Russia: the practice and effects". Kazan, KSU, 2009.

13. Information Technology. Sources of Misbelieves. Proceedings of the II International Scientific and Practical Conference "Information Technologies in the Humanities". Pyatigorsk, PSLU, 2009.

14. The Role and Place of Informal Media in Civil Communications. "Civil Communications and Civil Society". HSE. Ed. and Comp. I. M. Dzyaloshinskii. M., 2009.

15. Interactive (Journalistic) Model of Media Education. The journal "Multimedia and the World», № 3, 2009.


Winner of Vilya Lipatov Prize for Journalism (1989).

Awarded the Medal of Merit to the Tomsk (2004).


Heated visual media lead to passive audience.


Researchers in the field of mass communications are familiar with the theory of the Canadian researcher, Marshall McLuhan about “hot” and “cool” media. Cool media imply the media carrying little information and make a person to be actively involved in the process of perception, conjecture, interpret, and consider the context, in other words, heat media. Hot ones, in contrast, broadcast as much information that there is no need in live participation and finishing the construction of media reality. With the development of civilization, media are becoming hotter, freeing the man from the difficulty of obtaining information.

The hottest media are those that use visual content. Today visual communications become dominant in the media system. A photo, a picture or an illustration makes any media text significantly more attractive, as compared with text, sound, voice. It happens for two reasons. On the one hand, it is due to simple apparentness, quick readability and expressiveness of visual material. On the one hand, it is a result of a new way of perceiving a media text, arising in the conditions of the development of new media. The emergence of such resources as, is not accidental; they are built entirely on video and photo sharing for free.

Marketers, experts in the field of advertising, and PR benefit from this trend of the audience towards more comfortable perception of hot media.

Research carried out at Sholokhov Moscow State University for Humanities using eye-tracker allows analyzing the degree of involvement of the content consumer in the process of perception and quality of media consumption.

Eye-tracking is a technology that with the help of special equipment allows to track the movements of the human eye while the perception of visual content. Based on the obtained data a computer program generates reports, which can be used to hold multivariate analysis and draw conclusions about zones of increased attention, time of fixing the attention at one point, the trajectories of eye movements, etc.

Graduates of the department of journalism and media education have tested the young people aged 19-25 years for the traditional perception of newspaper text and similar media text in the network environment. In particular, the text was taken from a paper version of the newspaper "RBC" and the same text with visual content from the newspaper site. The text was completed with photo illustrations and infographics.

The purpose of the study was to test the hypothesis that the text containing elements of the visualization is perceived not just easier, but also more accurately. For this purpose, after reading the media, respondents were asked to answer specially developed questions. The questions were formulated so that they clarified the extent and quality of perception of the text.

The experiment revealed, that mediatext of online edition, compared to the traditional text printed media, is perceived by the audience aged 19 to 25 years not only faster, but also with a higher degree of adequacy. This finding allows us to assume the idea that hot media reduce efforts of the audience to perceive the information, and minimize intellectual activity, leading to media passivity.

This experiment is no way be regarded as a full-fledged research, since it was rather an approbation of a new method of analysis for undergraduates and a starting point for a series of larger studies that should be carried out by the Department of Journalism and Media Education of Sholokhov MSUH in the field of media behavior and visual communication.