From "likes" to real deeds: a discussion on how opinion leaders influence the values of the youth took place at the National Centre RUSSIA

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On July 18, 2025, a strategic session "Strategic Approach to Innovation and Development of the Country's Digital Future Through Agents of Meaning: bloggers, artists, opinion leaders" was held in the "Space of Opportunities" at the National Centre RUSSIA. The event brought together people from government agencies, business, the media industry and the cultural sphere. The session was organized by the platform of "Rosmolodezh.forums" and "Allstars" media holding.

The strategic session was attended by: Ekaterina Antonova, Head of Rosmolodezh's Federal Directorate of Forums and Programs; Eduard Bark, founder and Director  General of "Allstars"; Tatiana Mandrykina, Director of the "SHUM" Youth Media Development Centre; Vladimir Berezin, People's Artist of the Russian Federation, journalist, TV presenter, producer; Marina Ermoshkina, PR agent, co-owner, Director of Development, Communications and Public Relations at "Allstars"; Robert Chernikin, Russian singer and songwriter, also known as Vogel.

Experts discussed the ways of effective usage of agents of meaning’s abilities to achieve national goals; what millions of "likes" are: an emotional reaction or an objective indicator of approval; and many other issues.

"The Rosmolodezh forums are platforms for those who want to live and work in Russia. Our priority task is to promote a young person's lifestyle based on the values of family, mutual assistance, kindness and service. Public opinion leaders help us with this. Meetings with them give a great response from our audience, and at the same time, the values declared by them are interpreted correctly," said Ekaterina Antonova.

The session experts discussed how to effectively use the potential of agents of meaning: bloggers, artists, and opinion leaders — to promote positive change and to achieve national goals in the digital age. Special attention at the session was paid to real examples of successful interaction between the government, business and media platforms.

"We are lucky to have witnessed and have been the direct participants of the rapid globalization, great transformations and realization of what seemed incredible 10 years ago in terms of technology and education. And now is the moment when we need to put our efforts together to maximize the benefits of progress. Our team is doing everything possible to ensure that the "Allstars" media holding not only keeps up in the flow of rapid transformations, but also keeps up with the times," said Eduard Bark.

Tatiana Mandrykina, Director of "SHUM" Youth Media Development Centre, said that media today is not only a communication tool, it is a powerful channel of influence on the thinking and formation of values among young people. That is why it is so important that the deep meanings are standing behind the bright form.

"At the"SHUM" Centre, we bring together government initiatives, business, the creative industry and young media professionals — those who already influence the audience through their channels. Our educational programs and projects are aimed not only at developing professional skills, but also at the conscious production of content in which values play a key role. We believe that only when the energy of youth, the resources of the state and the expertise of business combine, and the message about the value is at the center, the media become a truly significant tool that can change the world around them," Tatiana Mandrykina emphasized.

The partners of the strategic session were the Movement of the First, "SHUM" Youth Media Development Centre, the National Centre RUSSIA, the Workshop of New Media, NGO "Russia — the land of opportunities", NGO "Dialogue".

The event was concluded with the signing of a partnership agreement between the Rosmolodezh's Federal Directorate of Forums and Programs and "Allstars" media holding. The agreement will allow scaling up successful practices of interaction with opinion leaders and integrating them into Rosmolodezh forums and programs, strengthening their role in achieving the country's strategic goals.