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Master class from Sergey Stanovkin: the role of mass media in creating a country's brand
February 24 , 2025
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International Nordic University "Uzreport Academy of Journalism, Media and Communications" was visited by Sergey Stanovkin, head of commercial representatives of BBC for Eurasia, director of "European News Academy" and "Dars consulting".
A meeting of students of Journalism department and specialty was organized with an experienced representative of the BBC editorial office. Sergey Stanovkin communicated with the students his experience in the field of international mass media and communications, his skills in managing commercial television programs, and his skills in promoting the innovative possibilities of global cooperation.
The speaker touched on the issue of stereotypes and recognized the importance of studying and forming them. He noted that it is difficult to fight with stereotypes, but it is often possible to use them.
At the meeting, students were presented with research data on the brand integrity and reputation levels of a number of mass media. Levels of credibility and reputation, their acceptance among the public were interpreted on the basis of diagrams.
"Personal competence of employees is a success factor in the field of public communications, especially the promotion of the country's brand and investments. This means not just developing and disseminating information, but mastering the art of strategic communications and acting in accordance with common brand goals.
The journalist's personal communication skills during the interview process and the ability to avoid difficult questions have a direct impact on the state's PR activities. In the interview process, it is important not only to analyze the information in depth, but also to present the material creatively.
The ability to correctly assess the information environment, choose the right media platforms and use them effectively, quickly analyze, verify and deliver in the most effective format is important.
The ability to correctly assess the information environment, choose the right media platforms and use them effectively, quickly analyze, verify and deliver in the most effective format is important.
At a time when fake news can damage the country's image, the journalist's ability to quickly and accurately check and confirm information and fight against false information is very important," said Sergey Stanovkin.
The importance of analyzing media platforms and taking into account their quantitative and qualitative aspects was also emphasized in the conversation. It was mentioned that success in the media strategy depends on the combination of tangible and intangible factors, that the reliability of the media source is often more important than the novelty of the message.
Also, it was analyzed based on various indicators how viewers watch and perceive different brands such as BBC World News, Bloomberg, CNBC, CNN. In particular, it was reported that the values of each brand are reflected in such indicators as reliable, effective, motivating, always the first to inform, and must be seen.
During the conversation, the speaker also shared his experience on important aspects of creating future brands of different countries. Video materials revealing the uniqueness of a number of countries, such as Norway and Germany, were shown.
It was mentioned that the country's brand is mentioned in global social media communications, it is appropriate to use clear, analytical information about its advanced technologies, heritage and culture, standard of living, in which areas it is the most experienced, natural beauty, compliance with environmental standards.
Some scenes from the 90-second mini-film prepared by the British studio DARS FILMS on the order of the Ministry of Foreign Affairs of Kazakhstan were shown. Based on the film, the history of modern Kazakhstan's development, competitive advantages and methods of presenting achievements were reviewed. Through the combination of the past and the present, the dynamic development of the country was revealed, and the future brand of the country was shown as having great potential for development.
In the lecture, the goals, tasks and solutions faced by journalists in promoting the country's image and brand were revealed in all aspects.
The master class took a broad look at the future of audiovisual media in the era of globalization and digital transformation. Students received answers to many questions they were interested in.
It was announced that the BBC's excellent experience in creating television, radio services and website content will serve as a unique experimental school for students and teachers training journalists, and in this regard, the BBC is ready to cooperate with the "Uzreport Academy of Journalism, Media and Communications" of the International Nordic University.
Sergey Stanovkin was awarded the title of Honorary Professor of the International Nordic University by the management of the university.
The influential guest wrote down his warm thoughts in the book of Nordic expressions.
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At the seminar, Alisher Abdullayev, Director of the Center for the Development of Digital Education Technologies under the Ministry of Higher Education, Science and Innovation of the Republic of Uzbekistan, shared new knowledge and practical experience with faculty members on global trends, applied solutions, and strategic approaches that are fundamentally transforming higher education.
Quote:
“Artificial intelligence learns, analyzes, makes decisions, and develops itself like a human. Today it is an assistant; tomorrow it will become a strategic partner in education.
• Universities are no longer factories, but centers of innovation.
• Future universities are based on the principle of knowledge + personalization, individualization + global integration.
• Individual work with each student is now becoming a real opportunity.
• Modern university laboratories must have GPU servers, because artificial intelligence cannot develop without infrastructure.
• AI can assist in writing articles, but it cannot replace the researcher.
• Universities should no longer chase technology, but become centers that create and manage it.”
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Through AI technologies:
• students’ knowledge levels are analyzed
• learning trajectories are personalized
• efficient use of time and resources is ensured
Artificial intelligence is creating new opportunities for students, teachers, and universities.
The speaker paid special attention to the practical application of AI in educational processes, including:
• analysis and assessment of essays,
• automatic generation of tests and assignments,
• in-depth analysis of GPA and academic activity,
• monitoring examinations through AI proctoring.
Scientific research and AI mean both opportunity and responsibility. The seminar thoroughly analyzed not only the possibilities of using AI in scientific activity, but also the risks:
• incorrect conclusions
• misinterpretation of context
• errors related to citations and authorship
• decline in the quality of original research
Issues such as the DOI system, adherence to academic ethics, and avoiding predatory journals were also highlighted as pressing scientific concerns.
Today, administrative, academic, and financial processes in higher education are fully digitized:
207 higher education institutions, 1.7 million students, 45,000 faculty members, 30 key information systems, and 40 electronic services have been integrated into a single platform.
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At the end of the seminar, faculty members’ suggestions and feedback were heard, and their questions were answered.