Features of professional brand formation in specialized media (based on ethnocultural journalism)

the article is devoted to the study of the formation of a journalist's professional brand, using the activities of Margarita Lyanche as an example—one of the leading figures in ethnocultural journalism in contemporary Russia. The empirical basis includes materials from the specialized internet portal "National Accent", interviews, public speeches, and journalistic projects initiated or curated by Lyanche. Special attention is given to the strategies of professional positioning implemented in niche media. The work relies on content and discourse analysis, as well as biographical and institutional approaches. The theoretical foundations of the concept of "professional brand", the specifics of ethnocultural journalism as a sphere of socially significant media production, and the role of specialized media in shaping media identity are discussed.

professional brand, journalism, specialized media, ethnocultural journalism, identity, Lyanche