The Transmedia Approach in the Communication of Government Organizations: The experience of the Federal Adolescent Center

Abstract

The article analyzes transmedia communication strategies employed by Russian federal organizations, using the Federal Adolescent Center as a case study. In the context of digitalization and evolving media consumption habits, there is an increasing need for federal institutions to adopt contemporary formats of audience engagement — particularly in working with adolescents and the professionals who support them. The novelty of this study lies in the application of the analytical model for transmedia projects (developed by R. Gambarato et al.) to a governmental communication initiative, allowing for a structured evaluation of both strengths and weaknesses of the center’s media strategy. The aim of the research is to identify the specific features of the transmedia model implemented by Center and assess its potential for replication within other public institutions. The study uses methods of content analysis, comparative platform analysis, and narrative analysis of the center’s media products. The results demonstrate that Center implements a well-developed transmedia strategy, where core components — including social media communities, educational courses, offline events, and dedicated media projects — are integrated into a cohesive narrative system that engages various target groups. Special emphasis is placed on the development of regional media platforms and autonomous project ecosystems, such as Podm(r)ostki, The Power of Russia, and Knowledge Campus. This confirms the effectiveness of the approach and informs a set of recommendations for its broader application in other governmental structures. The findings can be used in designing communication strategies in social, educational, and youth policy contexts.