Analysing Neporyadok with Communication Theory

Neporyadok is an independent cultural project from Yaroslavl. It brings together young activists, artists, musicians, designers, researchers, students, and other people who are interested in the cultural life of the city.

The name «Neporyadok» means «Disorder».It shows the idea of openness, experimentation, and new and unexpected connections between people.

Through exhibitions, concerts, lectures, workshops, festivals, and educational programs, Neporyadok creates a space for creativity, communication, and community cultural projects.

The mission of Neporyadok is to support independent culture and make it more open and easy to access. The project wants to help people take part in creative activities, learn from each other, and develop the cultural life of their community.

The main goals of the project are:

• to support young artists, musicians, designers, and other creative people; • to encourage people to express themselves creatively and join cultural projects; • to strengthen local communities and connections between people; • to bring together people from different creative fields; • to explore new ways of making and sharing culture; • to inspire interest in cultural heritage and modern culture.

To reach these goals, Neporyadok:

• organizes exhibitions, concerts, festivals, performances, and other cultural events; • holds lectures, workshops, discussions, and educational programs; • supports online platforms for communication and collaboration; • works with local artists, musicians, activists, and cultural organizations; • creates visual and written content about the community’s ideas and values; • involves people in cultural activities both online and offline.

Neporyadok works with people aged 18–35 who are interested in culture, community projects, local history, modern art, music, and design. Many of them are students, young professionals, independent artists, or people who want to find new cultural experiences and meet others with similar interests.

The project also welcomes other people from Yaroslavl who are interested in the city’s cultural life and want to take part in local cultural activities.

VKontakte

The VKontakte community is the main communication channel of the project and serves several important functions.

First, the platform is used to publish event announcements. Through VKontakte, the audience receives information about upcoming lectures, concerts, festivals, workshops, and other project activities.

Second, the community works as an archive. It stores materials from past events, including photographs, posters, reports, and publications that show the history and development of the project.

Third, VKontakte helps shape the brand identity of «Neporyadok». In addition to informational posts, the community publishes content that reflects the project’s values, visual style, and attitude toward cultural processes. As a result, the audience becomes familiar not only with the events but also with the worldview of the community.

The platform also allows direct interaction with followers through comments, private messages, reposts, and discussions. This helps build long-term relationships between the project and its audience.

Telegram

Telegram serves as a fast and more informal communication channel.

The platform is used to publish short news updates, event reminders, announcements, behind-the-scenes content, and information that needs to be shared quickly. Compared to VKontakte, communication on Telegram is less formal and creates a feeling of the project’s constant presence in the everyday lives of followers.

Telegram also strengthens the sense of belonging to the community. Subscribers can follow not only the final results of the project’s activities but also internal processes, event preparation, and current initiatives.

As a result, Telegram becomes a space for closer communication with the most engaged members of the audience.

Community Building

One of the key strategies is the creation of a strong cultural community around the project. Communication is designed in a way that encourages people to see themselves not only as visitors of events but also as active participants in a shared cultural process.

Event-Based Promotion

Each event serves as an independent communication opportunity. Announcements, preparation processes, the event itself, and post-event photo reports create a continuous communication cycle that keeps the audience interested and engaged.

Collaborations and Partnerships

An important role is played by cooperation with artists, musicians, educational initiatives, independent cultural venues, and other cultural organizations. These partnerships help the project reach new audiences through the connection of different communities and increase brand awareness.

User-Generated Content

The project actively uses photographs, reviews, and posts created by event participants. User-generated content increases trust and creates a sense of authenticity in communication.

Visual Identity

A consistent visual style is an important promotional tool. Original illustrations, posters, branded graphics, and a recognizable aesthetic help the project’s publications stand out among the large amount of content on social media.

Emotional Storytelling

The communication of «Neporyadok» is built not only around information about events but also around stories of people, creative processes, and cultural initiatives. This approach creates an emotional connection between the project and its audience and increases follower engagement.

Dialogic Theory of Public Relations is about the importance of communication between organizations and their audience. It says that good public relations is not only one-way information, but two-way communication, where both sides talk, listen, and build relationships.

This theory is useful for brand analysis because it shows how organizations can build trust and strong connections through interaction with people. For a cultural event brand, it is important to talk with local residents, listen to feedback, and encourage people to take part in activities. This helps to create long-term relationships and audience loyalty.

​1. The Dialogic Loop

The dialogic loop is the most critical element, as it represents the brand’s ability to exchange information with publics and respond to their queries. «Neporyadok» actively uses its Telegram comments to build a conversational relationship. When a user asks a practical question about the departure location for an event, the brand account replies within just one minute.

​Furthermore, the brand maintains a warm, helpful, and personalized tone: using welcoming phrases and heart emojis, which fosters a safe space for communication. Even when a user realizes they cannot attend because they live in another city, the brand does not cut off the dialogue; instead, they welcomingly offer alternative ways to join the volunteer group later.

This proves that the brand values the relationship itself, rather than just an immediate transaction.

2. Usefulness of Information

A dialogic platform must provide valuable, clear, and structured content for its stakeholders. «Neporyadok» creates well-designed and deeply engaging editorial rubrics, such as special posts that tell stories about cultural figures and local history.

​Additionally, the channel features a pinned message about their major architectural festival. This structural element ensures that essential information is immediately accessible to newcomers, making the interface highly functional and transparent.

​3. Generation of Return Visits

To keep the audience engaged, an organization must motivate users to return to their platform. «Neporyadok» achieves this by sharing real-time, emotionally resonant updates from their offline activities.

For example, they share updates from community cleanups, posting authentic photos of smiling participants and expressing genuine affection. Followers return to the channel not just for announcements, but to see themselves, their friends, and the results of their collective impact.

4. Intuitiveness of the Interface

In social media contexts like Telegram, intuitiveness is managed through clear visual design and easy navigation. «Neporyadok» uses clean, minimalistic graphics and carousel-style images with readable text layouts. This approach respects the user’s attention span, making long-form cultural narratives easy to read and digest directly from a mobile screen without forcing users to open external links.

5. Conservation of Visitors

Dialogic theory says that organizations should be careful with communication and avoid too many external links or aggressive advertising, because this can distract the audience.

In the case of «Neporyadok», the project keeps the attention of visitors by making content simple and self-contained. Their posts include storytelling, photos, and interactive elements like reaction emojis.

People are encouraged to stay inside the community space, react to posts, and go to the comments section to talk with other people who have similar interests.

Uses and Gratifications Theory looks at the audience as active people who choose media and experiences based on their own needs. People are not passive. They use media to satisfy different needs, like entertainment, social connection, identity, and getting information.

This theory is useful for brand analysis because it explains why people choose certain events or content. For a cultural event brand, people go to festivals not only for fun, but also to meet others, feel closer to local culture, and learn about the city’s history.

1. Social Connection and Belonging Needs

According to the theory, people actively choose media and experiences to build relationships and satisfy their need to belong (Maslow’s hierarchy).

Neporyadok supports this by going beyond simple online communication. For example, during community cleanups, people do not just view content online. They decide to come, work together, and build real social connections. This helps them become an active offline community, not only online followers.

2. Personal Identity and Self-Actualization

Blumler and McQuail say that personal identity is shaped through others, and people use media to understand and express themselves. User-generated content can also support self-actualization.

In Neporyadok, young activists, artists, and musicians take part in workshops and festivals where they share ideas and creative work. By interacting in the Telegram channel and joining events, they express themselves and receive feedback and support from others.

3. Surveillance and Information Seeking

Surveillance is the need to learn about others and understand the surrounding world. Neporyadok supports this through educational content about local history and culture.

People use the platform to learn about their city’s cultural heritage. During festivals and workshops, they also receive useful tips and knowledge that help them solve creative tasks and improve their skills.

​4. Diversion and Entertainment

Diversion and entertainment mean that people use media to relax, escape daily routine, and try new experiences.

Neporyadok festivals and concerts help people take a break from everyday life. Visitors choose these events to feel positive emotions, enjoy modern art, and be part of an open and experimental atmosphere that is different from normal city life.

The analysis shows that Neporyadok’s communication strategy is consistent with its mission and goals. Unlike many cultural organizations that mainly promote events, the project uses communication to build a community and maintain long-term relationships with its audience.

From the perspective of Dialogic Theory, Neporyadok’s communication is effective. The project actively engages with followers and shares diverse content, which helps build trust and strong relationships with its audience.

Uses and Gratifications Theory also shows the success of the project’s communication. Neporyadok provides information, social interaction, self-expression, and cultural experiences, meeting several audience needs at the same time.

However, there are several areas for improvement.

First, the project could use more interactive formats, such as surveys, discussions, and user-generated content, to increase audience engagement.

Second, it could make information about its activities more organized and accessible, especially for new participants.

Finally, sharing more stories from volunteers, artists, and community members could strengthen the emotional connection between the audience and the project.

Overall, Neporyadok has an effective communication strategy that reflects its values. Its main strength is the ability to create an active community of people who share common interests and want to contribute to the cultural life of Yaroslavl.