Connecting regions, media, and meaning: SHUM business programme concludes at the National Centre RUSSIA

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On 25 October, the National Centre RUSSIA in Moscow hosted a business programme in media and journalism organised by the SHUM Youth Media Development Centre of the Federal Agency for Youth Affairs (Rosmolodezh). The event brought together about 800 participants from 89 Russian regions — alumni of educational programmes, content creators, SHUM volunteers, opinion leaders, journalists and young media professionals.

"The SHUM Youth Media Development Centre unites young media specialists from across Russia. By the end of this year, around 10,000 people will have taken part in the centre’s projects and programmes. Since this year, all of its educational initiatives have been implemented as part of the national project 'Youth and Children'. They are aimed at creating conditions for the professional growth and self-realisation of young people of all ages — from school pupils and students to experienced specialists. Today it is especially important that young journalists and bloggers not only know how to tell stories and create content but also feel responsible for the messages they shape and communicate to society. We can already see a new generation of authors emerging in the media space — those capable of producing value-based content," said Adviser to the Head of the Federal Agency for Youth Affairs Olga Kuznetsova.

The programme paid special attention to the role of alumni of SHUM educational programmes, who over the years have become drivers of local media initiatives and change in their regions. Within the centre’s educational programmes, participants have the opportunity to work on real-life projects — developing media strategies and other formats for leading companies from various industries.

"Today, as Russia develops new models of cooperation between the state and young people, it is vital to understand that the regions are the country’s growth points. It is here that ideas, initiatives and projects are born before later becoming national ones. Young people are the driving force behind these processes — they bring new energy and meaning, capable not only of shaping the future but of creating it already now. It is important that regional youth policy should not only support young people but also provide opportunities — a space where every young person feels part of the country’s development, where the success of a region is seen as part of national success. The Kaliningrad region is actively involved in these processes — we are building effective cooperation with federal institutions, developing youth media infrastructure and opening platforms for young people to realise themselves as authors, researchers and opinion leaders. Initiatives such as today’s SHUM Business Programme help build a direct link between the regional and federal levels, bringing together talented young specialists within a single national media space," said Minister of Youth Policy of the Kaliningrad Region Anna Musevich.

The business programme unfolded across several themed platforms where participants discussed career paths in journalism, the challenges faced by regional and national media, the creation of meaningful content and the strategies for developing media projects. Among the speakers were the presenter of the programme 'Vesti' on the Russia-1 TV channel, Director of the HSE Media Institute and Director of the First Media Academy of the Plekhanov Russian University of Economics Ernest Matskyavichyus; Adviser to the Minister of Industry and Trade of the Russian Federation Dmitry Lyskov; First Deputy Director General of the publishing house Argumenty i Fakty Marina Mishunkina; and Founder and Head of RT Academy Anna Kovtunova.

"Young people’s participation in projects like SHUM plays a crucial role — they are the main audience for such initiatives. Participation in these projects is entirely voluntary, which already reflects the conscious choice made by young people. Each person has their own motivation: some come for professional growth, others for career guidance or networking opportunities. But whatever the reason, participation benefits both the individual and society as a whole. These initiatives create a space where young people can 'synchronise' — find shared views, goals and aspirations," said creative producer and ambassador of the PRO corporate social responsibility programme of Gazprom Media Holding Georgy Ryumin.

An open dialogue titled 'Journalism as the Frontline of the Information Battle: International Experience' featured insights and analysis from RT special correspondents Konstantin Pridybailo and Vladislav Andritsa; Doctor of Political Science, Professor and Dean of the Faculty of Information Technology, Head of the Department of Information and Hybrid Wars at the Alter Academy of Political Sciences, participant of the Russian Armed Forces’ military operation in Syria Andrei Manoylo; participant of the special military operation and freelance war correspondent of the Engineering Troops, SHUM Forum 2022 alumnus Andrei Berezhnoi; and linguist and associate professor of the Russian Language Department at MARCHI, lecturer at the Higher School of Economics and member of the Spelling Commission of the Russian Academy of Sciences Maria Rovinskaya. The experts discussed the need to strengthen media literacy and improve the quality of public discourse in an age of global information turbulence.

A highlight of the event was the ceremony of appreciation for cooperation and contribution to the development of the national youth media community, attended by the Head of the Federal Agency for Youth Affairs Grigory Gurov and Governor of the Kaliningrad Region Alexei Besprozvannykh.

"For me, SHUM is a place where you meet friends, make mistakes, and grow. It’s where professional skills are born together with a sense of responsibility for your work. The centre has united hundreds of talented young people who together are creating a media community built on meaning and sincerity. SHUM is a space of opportunity where everyone can grow both professionally and personally. I’m proud to be part of this team," said Polina Grigorova, participant of the programme and content creator from the Lugansk People’s Republic.

The business programme also featured a presentation of partnership opportunities, which outlined the key areas of cooperation and further development of SHUM as a national platform for youth media collaboration.

The project is implemented by the SHUM Youth Centre with the support of Rosmolodezh, as part of the federal project 'Russia — Land of Opportunity' of the national project 'Youth and Children' and the Government of the Kaliningrad region. Its media partner is the Vechernyaya Moskva publishing house.