Introduction. In a competitive environment, the image of a modern region is an instrument of “soft power”, capable of enhancing the effectiveness of the territory's development, provided it is associated with positive impressions. In this regard, analyzing perception of the symbolic component of a region's image by various target groups is of particular importance. The purpose of the study is to reveal the symbols, impressions, stereotypes most prevailing among the respondents that form the image of the Republic of Mordovia, which are the factors in developing the regional identity. Materials and Methods. The Republic of Mordovia was chosen for a case study: the region’s development is a vivid example of contradictoriness, the Republic being a leader in some indicators (it is among the safest regions of the country, it actively develops the innovative infrastructure, etc.) is a complete outsider in others (in the quality of life and average wages compared to other regions, etc.). Symbolic interactionism, emphasizing communication through symbols the meaning of which is set by the communicants, established the theoretical framework of the study. The method of focused interview provided the applied basis of the research. Discussions were held in 3 groups, formed according to the place of residence of the respondents: “foreigners”, “non-residents”, “residents”. Results. Unique data on the specific features of the perception of the image of the Republic of Mordovia, promoted by various agencies involved in image-making, have been obtained. The dependence of assessments and emotional attitudes to various symbols on the territorial affiliation of the recipients has been revealed. It has been noted that associations between a number of symbols (fox, octagonal rosette, red color, etc.) and Mordovia are unclear to non-residents, i. e., the mechanism of explanation, fixation and consolidation in the row of “region – symbol” is broken. Discussion and Conclusion. The authors have come to the conclusion that at present there are no images presenting unambiguously positive stable associations with the Republic of Mordovia, especially among “non-residents” and “foreigners”. The gap between the primary and secondary images is a rather worrying trend is, which can lead to dissonance, negative emotional response and negative assessments of the territory. The results of the study may be used to adjust the image-making policy of a region: to emphasize strengths and level weaknesses.
Introduction. The efficiency of functioning of market processes is defined both by partnership and by the interregional competition in modern Russia. Strengthening of responsibility of regions for results of regional economic growth stimulates the aspiration to be allocated among similar, to strengthen and expand positions in the market, to create high-cost idea of the positioned territory induces regional authorities to pay special attention to formation and advance of the region image as a real administrative resource. Owing to the fact that the image is the result of purposeful information and communicative activity success of the named problem solution depends on research and development in the sphere of imagology and also understanding degree of formation mechanisms of the region image by power structures, the attracted technologies of its positive formation and correction, creating of steady presence in the information space what actualize the stated perspective. In this regard a main objective of this work is the theoretical and methodological analysis of the region image studying, in the context of determination of the main research categories in relation to the territory; definitions of the image analysis elements and description of the technologies designing the region image. Materials and Methods. The structural analysis, functional, system, axiological approaches and a hermeneutical paradigm acted as the theoretical and methodological strategy of the research. Results. Research approaches to understanding of the terms «image», «brand», «reputation» are analyzed. So, the image of the territory is understood as the complex image, which is purposefully formed by special communicative technologies in this work, proceeding from the available territorial resources and advanced among representatives of target groups. As the major image-forming factors are considered: natural and geographical characteristics, tendencies and orientation of the political sphere development, level of regional economy development and its investment potential; interregional and international relations; condition of the social and demographic sphere; identity of historical and cultural traditions; ethno national and ethno confessional originality of the region; level of the realized information policy, etc. Discussion and conclusions. Distinguish advertising, PR and branding are the most often used image technologies. Their level of development gives the chance of diversification now being guided by the customer and conditions of realization. In the conditions of virtualization of policy for the federal center the secondary image of the territory arising in the course of the interregional competition becomes a peculiar estimated means of efficiency of activity of regional leaders and state governing bodies. At the same time, despite understanding of the importance, ultimate goals and strategy by the regional authorities, a complex – from development until monitoring – the territorial image policy is not implemented. Most often development of appeal of the territory is connected with separate actions or PR-programs of formation of a favorable investment image, climate. The received results of this research become prerequisites for further studying of a phenomenon of image of territories in the context of studying deepening of experience of certain Russian regions, its applied analysis Keywords: territory, region, territorial image, PR-program, territorial branding, image making, visualization.
Introduction. In Russia, the problem of interaction and search for balance in the ‘center – periphery’ system is considered to be common and is an impulse to socio-economic differentiation. However, no less important is the factor in multi-ethnicity, which organizes the space of Russia into a set of interconnected individual locations associated with certain ethnic groups. Features of the ethno-national space largely determine the (in)stability of the development of the state, which increases relevance of research in this field. The objective of this piece of research is to analyze the specifics of development and the potential of the ethno-national space of modern Russia as a factor in nation building. Materials and Methods. Strategic situational analysis (the SWOT analysis technique) was used as the main method, which makes it possible to consider the subject field, relying on factors that capture the dynamics of the current situation. Results. The authors have identified the historical and genetic, legal, institutional, managerial, programmatic, ethno-mental and other factors that comprehensively characterize the modern ethno-national space of Russia as a complex system that translates the essence and nature of the relationship between ethnic groups within the state. The identified factors have been evaluated in terms of strengths or weaknesses, opportunities or threats. A SWOT matrix has been developed, stating the prevalence of weaknesses and threats; in accordance with this matrix, development risks that can accelerate negative ethno-national processes have been identified. Discussion and Conclusion. On the whole, the ethno-national space of Russia has a contrasting nature: some factors simultaneously relate to both the strengths and weaknesses of the SWOT matrix. There has been a decrease in the acuteness of ethno-national problems in society as well as a reduction in the proneness to conflict and interethnic discord. The main conflicts and protests have been localized within the socio-political sphere, the electoral issues being their catalyst currently. The results of the study can be used by state executive and administrative bodies to improve the ethno-national sphere, to adjust certain areas of ethno-national policies and spatial development in the context of nation building.
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