Научно-практический журнал «Личность: ресурсы и потенциал» | Выпуск №4 (20) 2023

The article presents a theoretical analysis of how the social architectures of media environments influence the development of personal and managerial potential among media project participants. The study is grounded in a conceptual synthesis of research on personal potential, the sociology of management, media production, and platform governance. Personal potential is understood as a dynamic system of resources whose actualization depends on the nature of activity and available environmental opportunities; managerial potential is defined as a combination of personal and professional resources and a readiness to undertake and implement managerial tasks. The article distinguishes between activity-project and object-analytical uses of the concept of social architecture. A theoretical model of the social architecture of a media environment is proposed, comprising institutional, spatial-organizational, normative-semiotic, and digital components connected by cross-cutting communication mechanisms. Ideal types are identified: architectures supporting development, providing selective access to opportunities, reproducing the rhetoric of development without real mechanisms, or leading to resource depletion. The model is intended for subsequent operationalization and empirical testing.

Key words
• social architectures • media environment • personal potential • managerial potential • media projects • creative labour • producing • theoretical model •

Kalmykov Nikolay Nikolayevich
Doctoral student at MGIMO, Candidate of Sociological Sciences, expert in the field of sociology of management and social architectures, Moscow, Russian Federation
e-mail: kalmykovnn@kalmykovnn.ru
RSCI SPIN code: 7584-1720
ORCID ID: 0000-0002-9620-9225


Borshch Sofia Vladislavovna
Student of the 42.03.05 Media Communications program, “Production and Management of Media Projects” educational program, “Production and Cultural Policy” educational track, Institute of Public Administration and Civil Service, Presidential Academy, Moscow, Russian Federation
e-mail: sofyaborshch@gmail.com