Public Authorities as a Key Actor in the Formation of the Image of the Region
https://doi.org/10.32324/2412-8945-2025-1-29-39
Abstract
The article is devoted to the analysis of the role of various actors in the process of shaping the image of Russian regions. Particular attention is paid to the key coordinating function of public authorities of the subjects of the Russian Federation in this area. In addition, the functions and resources of regional authorities, their interaction with other subjects of image-making are considered, the factors determining the effectiveness of the role of state bodies in shaping an attractive and competitive image of territories are identified, the necessity of a systematic, partnership, and customer-oriented approach to the implementation of the image policy of regions is substantiated.
About the Author
A. S. Konstantinova
Pyatigorsk State University, Pyatigorsk; North Caucasus Institute — branch of RANEPA
Russian Federation
Russian Federation
Anna S. Konstantinova — Candidate of Philological Sciences, Associate Professor, Department of Journalism, Media Communications and Public Relations
Pyatigorsk
References
1. Gimatdinov R.R., Nasyrov I.R., Sadykova I.R. Uchastie regionov v realizatsii vneshney politiki Rossiyskoy Federatsii [Participation of Regions in the Implementation of the Foreign Policy of the Russian Federation], Mezhdunarodnaya zhizn' [The International Affairs], 2019, no. 8, pp. 12–25. Available at: https://interaffairs.ru/jauthor/material/2223
2. Anholt S. Competitive identity, Destination Brands, 2011, vol. 20, pp. 21–31.
3. Anholt S. Why brand? Some practical considerations for nation branding, Place brand-ing, 2006, vol. 2, no. 2, pp. 97–107.
4. Nye J.S. Soft power, Foreign policy, 1990, no. 80, pp. 153–171.
5. Fombrun C.J., Van Riel C. B.M. Fame & fortune: How successful companies build win-ning reputations, FT press, 2004.
6. Leydesdorff L., Etzkowitz H. A Triple Helix of University-Industry-Government Rela-tions. Mode 2 and the Globalization of National Systems of Innovation, Science under pres-sure, 2001, vol. 7.
7. Batrakova L.G. Innovatsionnoe razvitie regionov Rossii po modeli «troynoy spirali» [Innovative Development of Russian Regions According to the «Triple Helix» Model], Sotsial'no-politicheskie issledovaniya [Social and Political Research], 2020, no. 3 (8). Available at: https://cyberleninka.ru/article/n/innovatsionnoe-razvitie-regionov-rossii-po-modeli-troynoyspirali (accessed: 11.07.2024).
8. Noelle-Neumann E., Petersen T. The spiral of silence and the social nature of man, Handbook of political communication research, 2004, pp. 357–374.
9. Landry C. The creative city: A toolkit for urban innovators. Routledge, 2012.
10. Acuto M., Kosovac A., Hartley K. City diplomacy: Another generational shift? Dip-lomatica, 2021, vol. 3, no. 1, pp. 137–146.
11. De Ridder D.W. Considering nature-based solutions for place-branding: A spatial planning perspective, North-West University (South Africa), 2019.
12. Yakovlev M. Politicheskiy imidzh regiona v usloviyakh sovremennoy Rossii [Political Image of the Region in the Conditions of Modern Russia], Moscow, MAKS Press, 2011.
13. Zamyatin D.N. Geokul'turnyy brending territoriy: kontseptual'nye osnovy [Geocultural Branding of Territories: Conceptual Foundations], Labirint. Zhurnal sotsial'no-gumanitarnykh issledovaniy [Labyrinth. Journal of Social and Humanitarian Studies], 2013, no. 5. Available at: https://cyberleninka.ru/article/n/geokulturnyy-brending-territoriy-kontseptualnyeosnovy (accessed: 10.12.2024).
14. Terskikh M.V., Malenova E.D. Imidzh regiona: teoreticheskiy aspekt (rossiyskiy i zarubezhnyy opyt) [Image of a Region: Theoretical Aspect (Russian and Foreign Experience)], Politicheskaya lingvistika [Political Linguistics], 2015, no. 2. Available at: https://cyberleninka.ru/article/n/imidzh-regiona-teoreticheskiy-aspekt-rossiyskiy-i-zarubezhnyy-opyt (accessed: 02.12.2024).
15. Sharkova E.A. Konstruirovanie i prodvizhenie imidzha rossiyskogo regiona: metodologicheskie problemy i prakticheskiy opyt [Constructing and Promoting the Image of the Russian Region: Methodological Problems and Practical Experience], Imidzh gosudarstva / regiona v sovremennom informatsionnom prostranstve : materialy simpoziuma [Image of the State/Region in the Modern Information Space : Proceedings of the Symposium], 23–24 March 2009 g., otv. red. A.D. Krivonosov, St. Petersburg, Roza mira Publ., 2009.
16. Babkina T.V., Kolesnikova T.P. Teoreticheskie aspekty otsenki konkurentospo-sobnosti regiona kak sostavlyayushchey ego imidzha [Theoretical Aspects of Assessing the Regional Competitiveness as Part of Region's Image], Ekonomika, predprinimatel'stvo i pravo [Journal of Economics, Entrepreneurship and Law], 2022, vol. 12, no. 2, pp. 835–846.
17. Vasilenko I.A. Imidzhevaya politika rossiyskikh regionov: aktual'nost' rebrendinga [Public Image Policy in the Russian Regions: The Relevance of Rebranding], Gosudarstvennaya sluzhba [Public Administration], 2012, no. 1 (75). Available at: https://cyberleninka.ru/article/n/imidzhevaya-politika-rossiyskih-regionov-aktualnost-rebrendinga (accessed: 27.11.2024).
18. Drozdova Yu.A. Imidzh regiona v strategii razvitiya territorii [Image of the Region in the Territory Development Strategy], Volgograd, Volg. institute of management – branch of RANEPA, 2021, 396 p.
19. Kirdin V. Imidzh regionov: bazovye opredeleniya [Image of Regions: Basic Definitions], Publicity, 2006, no. 1, pp. 12–15.
20. Pankrukhin A.P. Marketing territoriy: marketing regiona [Marketing of Territories: Marketing of the Region], Marketing v Rossii i za rubezhom [Journal of Marketing in Russia and Abroad], 2004, no. 2, pp. 9–11.
21. Vazhenina I.S. Imidzh i reputatsiya territorii kak osnova prodvizheniya v kon-kurentnoy srede [Image and Reputation of the Territory as a Basis for Promotion in the Competitive], Marketing v Rossii i za rubezhom [Journal of Marketing in Russia and Abroad], 2006, no. 6, pp. 49–57.
22. Adzhiev I.A. Rol' SMI v formirovanii i pozitsionirovanii imidzha Severnogo Kavkaza [Role of Mass Media in Formation and Positioning of Image of the North Caucasus], Kaspiyskiy region: politika, ekonomika, kul'tura [The Caspian Region: Politics, Economics, Culture], 2015, no. 2 (43), pp. 128–133.
23. Vorontsov M.Yu. Formirovanie imidzha regiona kak faktor povysheniya konku-rentosposobnosti [Formation of the Image of the Region as s Factor of Increasing Competitiveness], Innovatsionnye nauchnye issledovaniya [Innovative Scientific Research], 2023, no. 5–2 (29), pp. 141–150.
24. Gereykhanova I.A., Konstantinova A.S., Miller I.S., Tishina L.A. PR-tekhnologii i SMI v protsesse formirovaniya imidzha gosudarstva i territorii [PR-technologies and Mass Media in the Process of Forming the Image of the State and Territory]. Pyatigorsk, Pyatigor. gos. universitet, 2019, 115 p.
25. Egorova A.N. Innovatsionnye tekhnologii v formirovanii politicheskogo imi-dzha regiona [Innovative Technologies in the Formation of the Political Image of a Region], Vlast' [Vlast’], 2019, vol. 27, no. 2, pp. 107–110.
26. Napalkova I.G., Kurochkina K.V. Imidzh regiona: spetsifika, osnovnye elemen-ty i tekhnologii konstruirovaniya [The Region Image: Specifics, Basic Elements and Technologies of Formation], Ekonomicheskaya istoriya [Economic History], 2018, vol. 14, no. 4, pp. 414–429.
27. Natsional'nyy reyting sostoyaniya investitsionnogo klimata v sub"ektakh Rossiyskoy Federatsii [National Rating of the Investment Climate in the Constituent Entities of the Russian Federation]. Available at: https://asi.ru/government_officials/rating/ (accessed: 17.04.2024).
28. Press-tur inostrannykh zhurnalistov v Stavropol'skiy kray [Press Tour of Foreign Journalists to the Stavropol Territory], Available at: https://vk.com/@-214658700-press-tur-inostrannyh-zhurnalistov-v-stavropolskii-krai (accessed: 18.04.2024).
29. Kalinkin D. Tsvetushchaya Kazan' — eto ne prosto krasivyy obraz, a tsel', kotoruyu my stavim kazhdyy god [A Blooming Kazan is not Just a Beautiful Image, but a Goal we set Every Year], Ofitsial'nyy portal Kazani [Kazan Official Portal]. Available at: https://kzn.ru/meriya/press-tsentr/novosti/denis-kalinkin-tsvetushchaya-kazan-eto-ne-prosto-krasivyyobraz-a-tsel-kotoruyu-my-stavim-kazhdyy-go/ (accessed: 11.04.2024).
30. Rostekh na MAKS-2021 [Rostec at the International Aviation and Space Salon-2021]. Available at: https://rostec.ru/news/rostekh-predstavlyaet-bolee-50-aviatsionnykh-novinok-na-maks-2021 (accessed: 02.04.2024).
31. Krupneyshaya katastrofa v Arktike: chto izvestno o razlive topliva pod Noril'skom [The Biggest Disaster in the Arctic: What is Known About the Fuel Spill Near Norilsk]. Available at: https://www.forbes.ru/obshchestvo-photogallery/402193-krupneyshaya-katastrofa-v-arktike-chto-izvestno-o-razlive-topliva (accessed: 05.04.2024).
32. Tom Soyer Fest — festival' vosstanovleniya istoricheskoy sredy [Tom Sawyer Fest – a Festival of Historic Environment Restoration]. Available at: http://tsfest.ru/ (accessed: 03.04.2024).
33. Samye krasivye derevni Rossii [The Most Beautiful Villages in Russia]. Available at: https://krasaderevni.ru/ (accessed: 22.04.2024).
34. Letopis' Orenburzh'ya [Chronicle of the Orenburg Region ], ORT ort-tv.ru. [Russian Public Television]. Available at: https://ort-tv.ru/teleproekty/letopis-orenburzhya/ (accessed: 10.04.2024).
35. Proekty dvizheniya “Delay Sam” Projects of the Do-It-Yourself Movement]. Available at: https://delaisam.org/ (accessed: 04.04.2024
36. Reyting innovatsionnykh regionov Rossii [Rating of Innovative Regions of Russia]. Available at: https://iregions.org/reiting/rejting-innovatsionnogo-razvitiya (accessed: 20.04.2024).
37. Innovatsionnyy territorial'nyy klaster Novosibirskoy oblasti [Innovative Territorial Cluster in the Novosibirsk Region]. Available at: https://cluster-nso.ru/ (accessed: 15.04.2024).
38. Gayduk V.V., Luk'yantsev A.S. Gosudarstvennaya politika upravleniya imidzhem territorii v nauchno-ekspertnom izmerenii [State Policy of Territorial Image Management in Scientific and Expert Dimension], Etnosotsium i mezhnatsional'naya kul'tura [Etnosoсium (Multinational Society)], 2017, no. 8 (110), pp. 29–38.
39. Solov'eva E.A., Shabanova E.A. Imidzhevaya politika rossiyskikh universitetov v mezhdunarodnom izmerenii: tekhnologicheskoe soderzhanie [Image Policy of Russian Universities in the International Dimension: Technological Content]. Universitetskie chteniya – 2020 : materialy nauch.-metod. chteniy [University Readings – 2020 : Materials of Scientific and Methodical Readings], Pyatigor. Gos. universitet, Pyatigorsk, 9–10 January 2020, part XII. Pyatigorsk, 2020, pp. 105–113.
40. Proekt iz Yakutii «Sdelano v Arktike» voshel v TOP-100 proektov Rossii v Natsional'noy premii “Rossiya – strana vozmozhnostey” i boretsya za pervoe mesto [The Project From Yakutia «Made in the Arctic» Entered the TOP 100 Projects of Russia in the National Award “Russia–- the Country of Opportunities” and Competes for the 1st Place], Ulus Media [Ulus Media]. Available at: https://маякарктики.рф/proekt-iz-yakutii-sdelano-v-arktike-voshel-v-top-100-proektov-rossii-vnaczionalnoj-premii-rossiya-strana-vozmozhnostej-i-boretsya-za-pervoe-mesto/ (accessed: 11.04.2024).
Review
For citations:
Konstantinova A.S. Public Authorities as a Key Actor in the Formation of the Image of the Region. Territory Development. 2025;(1 (39)):29-39. (In Russ.) https://doi.org/10.32324/2412-8945-2025-1-29-39
Views:
62
Email this article 