Media Image of the Region and Features of its Formation (The Case of the Republic of Mordovia)

The authors consider the media image of the region on the example of the Republic of Mordovia. The article contains a content analysis of positive and negative markers of everyday life that influence the formation of the image of the region. Marketing tools are used to determine the image-making frames of the territory: for example, the theses "Saransk is a cultural, national and sports center", "Saransk is a comfortable city to live in", etc. The links between various technologies and aspects of the image were systematized, in particular, data obtained during identifying negative phenomena described in the media will help to further develop the image of the capital of the Republic of Mordovia. The subject of the study is the semantic and symbolic characteristics of the category "media image of the region" in the context of a complex of factors of the subject’s media presence in the system of modern sociocultural relations. The study aims to (1) explore the existing image of the Republic of Mordovia and the specific features of its functioning through PR technologies; (2) to identify the role of basic image frames in correlating the current image with the projective one; (3) to determine the semantic code of the "media image of the region" in print and online regional media in terms of marketing effect. In the course of the study, systemic and structural-functional methods were used, as well as component and functional-semantic analysis, comparative and typological methods. For qualitative analysis, the most characteristic materials were selected in federal and regional media, social networks, YouTube video hosting, Telegram messenger (a random sample was n=500 publications for the period from 2016 to 2020). The results of the study confirmed that the media demonstrate different approaches to the formation of the image of Mordovia. Regional publications show awareness of local level events, while federal publications are more interested only in bright negative events. In our opinion, it is necessary to popularize the positive characteristics of the city: cultural values, socially significant events. Improving the media image of the city affects its infrastructure: creating a positive image helps to attract new residents and tourists. The results of the study can be used in the practical activities of PR services, advertising agencies, media and journalism.