Lyudmila Zaporozhtseva

Professor, National Research University "Higher School of Economics".
Lyudmyla is Professor at National Research University “Higher School of Economics”. She teaches courses in communications research and semiotics, leads applied communication research at the Department of Integrated Communications.

Lyudmyla received two B.A. degrees, one in Culture Studies and Musicology, and another one in Law, also she posseses two M.A. degrees (in Culture Studies and in Law). In 2019 Lyudmyla received Ph.D. from the University of Tartu in Semiotics and Culture Studies. She defended a doctoral thesis on mass culture and semiotic aspects of mass culture mythology.

Since 2014, Lyudmyla brings together academic framework and applied semiotic tools for helping global and local brands to enhance their marketing communications. In 2016 Lyudmyla was coordinating the 5th International Conference of Applied Semiotics “Semiofest” in Tallinn. In 2017 she designed a first training-course on marketing semiotics in Moscow for creative industries workers.

In 2018-2020 she was leading a Semiotic Research department at the marketing agency “Enjoy Understanding” in Moscow alongside with teaching and academic work. Lyudmyla is an author of several publicly available semiotic studies made in collaboration with media partners (Female Representations in Russian media: Transformations (TLC TV channel, 2019), the Bread performance (Liquid Theater, 2019), Meaning of Home: Yesterday. Today. Tomorrow? (HGTV, 2021).

Since 2020 Lyudmyla is a full-professor at the Higher School of Economics and a private consultant in communications and cultural strategy for brands.


Major field of interests are semiotics of culture, media representations, advertising semiotics, mass culture studies, semiotics of myth, sonic branding.