• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Valeriya Yakovleva
Communicative Strategies of LGBT Activities in Social Media
Integrated Communications
(Master’s programme)
8
2019
This Master's thesis is devoted to the study of social media communication strategies used by Russian activist LGBT organizations to communicate with stakeholders, LGBT community and their “alliance”, as well as with the public.

The problem of the study is that despite of the substantial range of in-depth studies of the Russian LGBT movement from the point of sociology, psychology and law, there are practically no studies with a focus in communication science, especially in public relations and social media activities.

In the theoretical part of the Master's thesis, a theoretical framework of research for further empirical research was formed. It is based on the foreign and Russian academic studies on LGBT issues from the point of different academic disciplines. 

The research part reflects the results of content analysis of communities of five Russian LGBT organizations on the VKontakte social network: Russian LGBT Network, Alliance of heterosexuals and LGBT for equality, LGBTKIA Moscow Resource, Coming Out LGBT Initiative Group and Stimul Moscow LGBT Initiative Group.

Based on this analysis, some conclusions about the features of the communicative strategies of each organization were drawn up: thematic blocks, main key messages and target audiences they were aimed at, presence of a debate with the heteronormative and heterosexistic agendas. Dominant functions of the strategies of each organization were also analyzed.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses