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Abstract: The article analyzes the media project “Conference around One Text” (“CAOT”), realized by the poet and cultural critic Vitaly Kalpidi on his YouTube channel in 2018. The project comprises a series of videos in which philologists and literary scholars analyze poems from Kalpidi’s book “Russian Pines”. The authors of the article consider CAOT as an original practice of cultural project aimed at strengthening the status of the Ural poetry movement in the academic community and popularizing contemporary poetry. The article analyzes the structure of the project, reveals its educational potential as a popular science media project, and studies new strategies of cultural design and communication for educational purposes. The research methodology is based on the theory of social fields by P. Bourdieu, the initial thesis of which is the principle of hierarchy and the presence of competition between actors in the literary field, which ensures the functioning of the literary segment as a self-organizing system. Also important for the study is M. McLuhan’s theory of understanding the nature of media, reflected in particular in the thesis “Media is a message”, according to which the channel of information transmission influences both the act of interpreting the information itself and the role models of behavior of communication participants and the entire audience as a whole. The CAOT project is an example of a successful cultural blogging experience that uses the interactive potential of the Internet to popularize modern poetry and the practice of interpretive reading. The analysis shows that CAOT is a successful case study of cultural media communication, popularizing contemporary poetry and the format of academic research. The author’s format of “academic battle” realized in the project provokes active communication and stimulates interest in the process of text interpretation. The article analyzes in detail the mechanism of building media communication, conditioned by the opportunities of the media platform, which is a confirmation of McLuhan’s thesis about the significant role of the channel of information transmission. The article concludes that the CAOT project demonstrates an innovative approach to cultural design, effectively combining academic character and mass media practices, and the “academic battle” format, suggested by the author, has a high educational potential. The scenario of organization of scientific discussion based on the clash of interpretative concepts and analytical approaches can be successfully integrated into the educational practices of schools and universities as an actual method of enhancing cognitive activity: when studying contemporary poetry and in other cases, when getting acquainted with the methods of literary studies, and in the framework of research and project activities.

About the author(s) :

Yulia Y. Danilenko

Perm State Humanitarian Pedagogical University (Perm, Russia)

ORCID ID: https://orcid.org/0000-0002-1705-211X

Filipp A. Kataev

Perm State Humanitarian Pedagogical University

Perm State University (Perm, Russia)

ORCID ID: https://orcid.org/0000-0002-1839-2407

Publication Timeline:

Date of receipt: 29.11.2024; date of publication: 30.06.2025

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