The most important thing we must keep in mind when talking about future innovation is that there is no one single scenario or outcome. For instance, we may have forgotten or missed something, and this might appear as a surprise. Then, as follows, a new trend or area of studies will emerge. There also is a particular Russian specialty: some trends already exist, but it’s nevertheless impossible to understand their actual scale.
Russian businesses have been slow in adopting new media tools. Many companies continue to rely on official websites to reach out to customers and avoid using social media and blogs, as they are not ready for an equal dialogue with external audiences, according to Iosif Dzyaloshinsky and Maria Pilgun, professors of the HSE Faculty of Communication, Media and Design.
In recent years, all advertising of contraceptives has disappeared from Russian television, replaced by messages denying that sex can be made safer. While television in Russia supports the state's attempts to regulate people's private lives, condom commercials have migrated to the internet, a place that still remains relatively free of government control, according to the report '(Un)safe Sex Ads as a Mirror of Political Change in Russia' by Associate Professor of the Department of Integrated Communications Lyubov Borusiak
Commenting on Live Journal is often concentrated around the most popular bloggers. Who authors the posts plays a more significant role in forming discussions than the subject matter. These are the conclusions of researchers at the HSE Laboratory of Internet Studies LINIS, Olessia Koltsova, Sergey Koltsov and Sergey Nikolenko
Russians are increasingly using online communication for professional and business reasons in addition to personal ones. They are exploring advanced solutions and strategies to access, process, and share information on the web, according to a study by the HSE's Laboratory for Studies in Business Communications
Top-ranking LiveJournal (LJ) bloggers in Russia differ from casual contributors by how much they blog, but offer largely the same content, according to a study by Sergey and Olessia Koltsov of the HSE's Internet Research Laboratory (St. Petersburg)