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Mass Media in Russia
Role of the Current Agenda in the Communication Strategy of the Corporate Press:
a study of the Moskovskiy Zheleznodorozhnik and Volzhskaya Magistral newspa-
pers of the JSC Russian Railways
© Maria A. Tyazhelova
PhD student at the Chair of Journalism, Faculty of Philology, Lobachevsky Nizhny Novgorod
State University; Correspondent of NN-TV, State Regional Television and Radio Company of Ni-
zhny Novgorod (Nizhny Novgorod, Russia), maria-tyazhelova@yandex.ru
Abstract
The paper deals with the features of the corporate press as an information channel and
the formation of the current agenda in the communication strategy of corporate newspa-
pers, which can be used as a criterion for assessing the effectiveness of corporate media
impact on the audience. The purpose of the research is to determine the characteristics
of agenda setting and comparatively analyze the agenda in the corporate press. Several
methods are used in the research: content analysis, comparison and systematization. The
agenda is examined in a case study of the Moskovskiy Zheleznodorozhnik and Volgskaya
Magistral newspapers of the JSC Russian Railways published in 2014.