Alliance of «Lyricists» and «Physicists» in the Context of Digital Technology Application

Intellectual potential of modern society is determined by application of new types of thinking, by development of new kinds of activities and new technologies. One of the results of implementation/exploitation of this potential is establishment of Culture, Social Communications and Information Technologies Institute at Baikal State University. The possibility of bringing together humanitarian and mathematical education within one university section is substantiated in this article. Examples are given how efficient mathematical methods can be used for some liberal arts studies. Implementation potential of mathematical methods in Mass Media in the light of modern trends of technology development is considered. It is shown by the example of major players of the Western Online Media market that Big Data technologies can not only significantly improve the accuracy of audience measurement but also influence the editorial policy of Media. The results of mathematical studies in the field of Mass Media at Baikal University are described.