Maksim Shcherbakov
Journalism Student | Media Researcher | Communication Lead
Final-year Journalism Bachelor’s student at RUDN University specializing in digital communication, media memes, political communication and information disorder. Co-founder and Communications Lead at a digital communications agency with 4+ years of professional experience in PR, content strategy and digital marketing. I aim to bridge academic research and media practice in the study of contemporary communication environments.
Area of scientific interests:
Digital Communication
Media Memes
Political Communication
Information Disorder
Research experience:
Peer-reviewed publication: Media memes as a driver of information disorder virality
Muzykant, V. L., & Shcherbakov, M. E. (2026). Media memes as a driver of information disorder (MDM) virality. Vestnik MIRBIS, 2, 243–256. DOI: https://doi.org/10.25634/MIRBIS.2026.2.25
Research project: Media memes as a condition for the virality of information disorder
RUDN University (2026), grade: 96/100
Supervisor: Muzykant Valeriy L., Doctor of Economic Sciences, Professor, Department of Mass Communications
Supervisor: Muzykant Valeriy L., Doctor of Economic Sciences, Professor, Department of Mass Communications
Conference presentation: Formalization of the concepts "meme", "media meme" and "Internet meme" using the synthetic method
Shcherbakov, M. E., & Muzykant, V. L. (2025). “Young Media” III Student Scientific and Practical Conference with International Participation, HSE University, Moscow, Russia.
Research project: The phenomenon of the media meme in communication culture
RUDN University (2025), grade: 95/100
Supervisor: Spiridonov V.V., Senior Lecturer, Department of Mass Communications
Supervisor: Spiridonov V.V., Senior Lecturer, Department of Mass Communications
Conference presentation: Specifics of creative producing in docufiction podcasts
Shcherbakov, M. E. (2025). 11th Interuniversity Student Scientific and Practical Conference "Problems of Modern Broadcasting in Russia”, RUDN University, Moscow, Russia
Political Media Meme Spread Across Technological and Communicative-Cultural Environments
The central research question is:
How do technological and communicative-cultural environments shape the dynamics of political media-meme spread?
The study focuses on the period from 2000 to 2026, distinguishing four stages of digital media development: Web 1.0 (2000–2005), Web 2.0 (2005–2012), platformization (2012–2020), and algorithmic media (2021–2026). It also considers three communicative-cultural contexts: linear-active, multi-active, and reactive.
The research develops a comparative dataset of political media memes and examines their spread across multiple dimensions, including speed and intensity of spread, lifecycle, replication, mutation, adaptation, cooperation, platform trajectories and connections to shared social experience.
Methodologically, the project combines systematic content coding, comparative analysis, and statistical analysis of relationships between meme characteristics, technological environments, communicative-cultural contexts, and patterns of spread.
The project seeks to move beyond the analysis of individual viral memes toward a broader understanding of how the patterns of political media-meme spread change across different stages of digital media development and communicative-cultural environments.
The central research question is:
How do technological and communicative-cultural environments shape the dynamics of political media-meme spread?
The study focuses on the period from 2000 to 2026, distinguishing four stages of digital media development: Web 1.0 (2000–2005), Web 2.0 (2005–2012), platformization (2012–2020), and algorithmic media (2021–2026). It also considers three communicative-cultural contexts: linear-active, multi-active, and reactive.
The research develops a comparative dataset of political media memes and examines their spread across multiple dimensions, including speed and intensity of spread, lifecycle, replication, mutation, adaptation, cooperation, platform trajectories and connections to shared social experience.
Methodologically, the project combines systematic content coding, comparative analysis, and statistical analysis of relationships between meme characteristics, technological environments, communicative-cultural contexts, and patterns of spread.
The project seeks to move beyond the analysis of individual viral memes toward a broader understanding of how the patterns of political media-meme spread change across different stages of digital media development and communicative-cultural environments.
Political Media Memes in Electoral Communication: A Comparative Study of Russian and German Elections
How are political media memes used in electoral communication, and how do their communicative functions and diffusion patterns differ between Russian and German political contexts?
The study focuses on the use of political memes during elections to the State Duma of the Russian Federation and compares the Russian case with electoral communication in Germany, with particular attention to the use of memes by and around the Alternative for Germany (AfD).
The project explores political memes not merely as humorous or viral content, but as participatory forms of political communication through which political actors and digital publics frame political issues, construct identities, mobilize audiences and circulate ideological messages.
How are political media memes used in electoral communication, and how do their communicative functions and diffusion patterns differ between Russian and German political contexts?
The study focuses on the use of political memes during elections to the State Duma of the Russian Federation and compares the Russian case with electoral communication in Germany, with particular attention to the use of memes by and around the Alternative for Germany (AfD).
The project explores political memes not merely as humorous or viral content, but as participatory forms of political communication through which political actors and digital publics frame political issues, construct identities, mobilize audiences and circulate ideological messages.
Education
School No. 1 Drezna
September 2013 - July 2023
Prize Winner, Lomonosov Moscow State University Journalism Olympiad "Conquer Sparrow Hills!" (2022)
Prize Winner, Saint Petersburg State University Journalism Olympiad (2023)
Regional Winner, All-Russian School Olympiad in World Art Culture (2021–2023)
Regional Winner, All-Russian School Olympiad in Literature (2022–2023)
Prize Winner, Lomonosov Moscow State University Journalism Olympiad "Conquer Sparrow Hills!" (2022)
Prize Winner, Saint Petersburg State University Journalism Olympiad (2023)
Regional Winner, All-Russian School Olympiad in World Art Culture (2021–2023)
Regional Winner, All-Russian School Olympiad in Literature (2022–2023)
Project School “Cascade”
September 2020 - July 2021
Multimedia Journalism
Co-created and launched a social-focused multimedia platform dedicated to amplifying the voices of modern teenagers and addressing underreported youth-related topics in Russia, including mental health, eating disorders, and social isolation.
Showcased the project at the "Too Much Freedom" exhibition-festival in the Museum of Moscow, presenting the multimedia installation to thousands of cultural venue visitors.
Read more on Takie Dela media
Multimedia Journalism
Co-created and launched a social-focused multimedia platform dedicated to amplifying the voices of modern teenagers and addressing underreported youth-related topics in Russia, including mental health, eating disorders, and social isolation.
Showcased the project at the "Too Much Freedom" exhibition-festival in the Museum of Moscow, presenting the multimedia installation to thousands of cultural venue visitors.
Read more on Takie Dela media
People’s Friendship University of Russia (RUDN)
September 2023 - July 2027
Bachelor of Journalism, Department of Mass Communications
GPA: 4.59/5.00 (equivalent to 1.62 in the German grading system)
Selected Coursework
Bachelor of Journalism, Department of Mass Communications
GPA: 4.59/5.00 (equivalent to 1.62 in the German grading system)
Selected Coursework
- Communication Theory — 99/100
- Journalistic Skills — 100/100
- Basics of Advertising and PR — 100/100
- Media Psychology — 95/100
- Professional Workshop in a Foreign Language — 99/100
- Information and Propaganda Warfare — 86/100
- Foreign Policy and International Journalism — 87/100
Work Experience & Projects
ASGARD / Co-Founder & Communications Lead (2023 - present)
- Developed and executed communication strategies for 15+ clients across media, healthcare, fashion, retail and art
- Increased brand reach by 427% and reached 1,5 million audience for a food brand through digital campaigns
- Increased an audience reach of 1,3 million (a 262% increase) and grew followers by 410% for an online show and podcast, while also securing “Editor’s choice” placement for the audio version across 4 platforms
- Achieved 15+ earned media placements using organic PR strategies for luxury fashion brand.
- Generated 50–80 qualified monthly leads for cosmetology clinic through targeted social media campaigns.
- Managed editorial collaborations with Tier-1 lifestyle and business media (Marie Claire, Robb Report, TechInsider (ex. Popular Mechanics), Inc. Russia, U Magazine (ex. InStyle), TV Center and etc.)
- Led cross-functional team (designers, videographers, photographers, copywriters, lawyers) to deliver integrated marketing projects.
- Negotiated vendor contracts, streamlined internal financial processes, and oversaw end-to-end documentation management.
Be Icon & Starface / Head of PR & Advertising (2024 - present)
- Led PR & Advertising strategy for an online media platform.
- Implemented and optimized website advertising placements, developing the site’s advertising inventory.
- Built and managed cross-industry partnerships with beauty and cosmetics brands, clinics, psychologists, hair experts, cosmetologists, plastic surgeons, travel experts and bloggers, interior designers, fitness networks, fashion brands, museums, exhibitions, film companies, and other media outlets.
- Developed editorial collaborations with authors, PR agencies, experts, brands, and external editorial teams to create and distribute original media content.
- Built a student micro-editorial team to support content production and editorial projects.
- Coordinated media accreditations and editorial access to social, cultural, fashion, and film industry events through partnerships with other magazines, editorial offices, and event organizers.
- Developed a collaboration with Moscow’s “Night of Cinema” in partnership with KinoReporter (ex. The Hollywood Reporter), creating an editorial and media integration around the city-wide film event.
ARSA Production / Creative Producer & PR Manager (2023 - 2025)
- Creative producing of a documentary-fiction podcast (including concept developing, structure, presentation, budgeting and financing)
- Secured studio partnership
- Promoted a science podcast and a business podcast in the Tier-2 media
- Led SMM strategy
white on white / Founder & Editor-in-Chief (2022 - 2024)
- Built and managed independent media platform across website, VK, Telegram and YouTube
- Developed content strategy and editorial direction
- Produced and published original content in the area of art and pop-culture (articles, interviews, reports etc.)
Familio.Media / Managing Editor (2022 - 2023)
- Managed editorial processes and content production
- Conducted interviews and developed media materials
- Oversaw publishing workflow
Student Interview / Founder & Presenter (2018 - 2022)
- Built and managed independent YouTube channel and website
- Booked celebrity guests, conducted video interviews, edited, managed content promotion
- The documentary Grey-Haired Children, about the children of World War II (22,000+ views on YouTube with organic reach), was included in the educational curriculum of School No.1, Drezna
- The episode How a Teenager Can Cope with Death of a Loved One (6,600+ views on YouTube with organic reach) was screenplayed as part of an exhibition at Museum of Moscow
Freelance / PR & SMM Specialist (2021 - 2023)
Media Appearances
Social Commitment & Volunteering
BRICS+ Fashion Summit / SMM Volunteer (2023)
Supported the SMM department for a major global event featuring participants from 30+ countries
Assisted in real-time content creation (photos, videos, post and interviews) for an international audience of industry professionals
Assisted in real-time content creation (photos, videos, post and interviews) for an international audience of industry professionals
MEFI (Student Documentary Film Festival) / Event Host & Moderator (2026)
Independent Research Project
FAMILY GENEALOGY & ARCHIVAL RESEARCH
A long-term independent research project focused on reconstructing my family history through archival research, historical records and source criticism.
The project combines genealogical research with the analysis and verification of primary and secondary sources, including archival documents, parish records, census materials, genealogical databases and historical publications.
Explore
The project combines genealogical research with the analysis and verification of primary and secondary sources, including archival documents, parish records, census materials, genealogical databases and historical publications.
Explore
Reconstructed a documented family tree extending back to the 16th century, with some lines traced further through historical sources.
Conducted research across archival, genealogical and historical databases
Conducted research across archival, genealogical and historical databases
Analyzed historical documents and handwritten records, including work requiring paleographic interpretation.
Cross-checked conflicting genealogical evidence and evaluated the reliability of sources.
Cross-checked conflicting genealogical evidence and evaluated the reliability of sources.
Alongside the research, I run an Instagram-based educational media project that translates findings from my genealogical research into short-form video content. The project explores family history, archival discoveries, historical context and genealogical research methods through Instagram Reels, with each recent Reel reaching approximately 2,500–3,500 views.
Contact:
+7 926 418 73 63
wowismedia@gmail.com
wowismedia@gmail.com
