Astghik Shamsi AvetisyanView profile
Associate Professor
Astghik Shamsi Avetisyan is an Associate Professor at the Department of Print and Broadcast Media, Faculty of Journalism, Yerevan State University (YSU). She holds a Candidate of Sciences degree in Philological Sciences from YSU (2010) and has been a faculty member since 2014. Her roles include leading the "PR and Communication Technologies" master's program (since 2018) and serving as a lecturer at the State Administration Academy (2014-present). She founded Armenia's first PR School in 2015 and has held leadership positions in media and communication organizations. Education: Candidate of Sciences (2010), YSU; Postgraduate studies (1999-2003); Specialized in Journalism (1994-1999) Her research focuses on new media , public relations , and communication technology , with particular interest in digital transformation , political advertising , and social media impact . Analyzing 15 recent publications shows a progression from traditional media typology (2003-2010) to modern topics like viral marketing (2018), digital PR (2020), and media-art interactions (2025). She has explored strategic communication in digital contexts (2019) and ethical dimensions of manipulative communication (2022). Scientific Awards: Presidential Commendation Letter YSU Rector's Commendation Letter YSU Silver Medal Multiple Qualification Improvement Certificates As a practitioner, she created Armenia's first PR School (2015), served as a TV producer for "Grigori Arzruni" program (2012), and has worked as a consultant for Armenia's President's Press Secretary (2008-2011). She has contributed to over 30 scientific articles and 5 professional books, and participated in numerous international seminars and academic programs.








