Abstract
The article is devoted to the description of the project developed at the Department of Russian Language and Literature of the South Ural State University. Multimedia project “Geniuses of the place. The Cultural Code of the South Urals” in the web-documentary genre, presenting an original synthesis of philology, new media, classic documentary films, is an effective model that allows cultural branding of the region. The article reveals the concept of the project, demonstrates the results of its implementation, reveals the potential of modern multimedia formats and genres in improving the tools for forming the cultural image of the region.
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