Image of the Republic of Adygea in the Collective Visions of Social Networks Users
Research Article
How to Cite
Kumpilov T.M. Image of the Republic of Adygea in the Collective Visions of Social Networks Users. Humanities of the South of Russia. 2020. Vol. 9. No. 3. P. 130-139. DOI: https://doi.org/10.18522/2227-8656.2020.3.9 (in Russ.).
Abstract
At the present stage of society development, Russian regions face the problem of a well-thought-out and effective policy in the field of territorial branding. In the conditions of intensive penetration of Internet technologies and social networks into the life of every person, the problem of forming a positive media image of regions in the space of new media is being actualized. The article presents the results of a study of the image of the Adygea Republic in the minds of the regional population. At the beginning of 2020, 638 subscribers of thematic groups (dedicated to the Republic of Adygea) in social networks were surveyed using an online survey.
The results of the study reveal a discrepancy between the high level of emotional perception of the image of Adygea (pride in the Republic, the attractiveness of its nature, history and culture) and a fairly low rational assessment of such system-forming factors for the image as economic competitiveness, conditions for business development, opportunities for quality education, the state of tourist infrastructure and the level of service. The activity of regional authorities in forming a positive image of Adygea is not very highly evaluated by the surveyed residents. In this regard, the role of directed communication of authorities in purposefully changing, spreading and maintaining a positive identification of the region among representatives of target groups is increasing.
Keywords:
image of the region, social media, media image, communication technologies, audience of social networks, Republic of Adygea
References
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Angelo, A.L., Bonelli, F., Paglieri, T., Reggiani, F.S. (2019). Civility and trust in social media. Journal of Economic Behavior & Organization, 160, 83-99.
Leea, G.Y., Kwakb, H. (2012). An Open Government Maturity Model for social media-based public engagement. Government Information Quarterly, 29, 4, 480-491.
Paasi, A. (2010). Re-visiting the region and regional identity. Theoretical reflections with empirical illustrations. The Archaeology of Regional Technologies. Chapter: Re-visiting the region and regional identity: theoretical reflections with empirical illustrations. London: The Edwin Mellen Press, 15-33.
Gavrilov, I.A. (2016). “Marketing of places”: the main functions in sociopolitical practice. Vestnik Moskovskogo universiteta. Seriya 12. Politicheskiye nauki, 6, 92-105. (in Russian).
Kostina, G.D., Torgashova, A.V. (2016). The concept of development of the territory on the basis of personified consumer values. Vestnik RMAT, 4, 42-47. (in Russian).
Litvinov, N.N. (2010). Brand strategy of territories. Algorithm for searching for regional identity. Part 1-2. Brend-menedzhment, 4, 244-255; 5, 34-50. (in Russian).
NAMMI International Scientific and Practical Conference “Actual Problems of Media Research 2016”. Conference Proceedings. M.: f-t zhurn. MGU. (in Russian).
Tumakova, K.E. (2011). Territory marketing in the discourse of socio-spatial (regional) identification and image positioning. Vlast’, 4, 76-79. (in Russian).
Angelo, A.L., Bonelli, F., Paglieri, T., Reggiani, F.S. (2019). Civility and trust in social media. Journal of Economic Behavior & Organization, 160, 83-99.
Leea, G.Y., Kwakb, H. (2012). An Open Government Maturity Model for social media-based public engagement. Government Information Quarterly, 29, 4, 480-491.
Paasi, A. (2010). Re-visiting the region and regional identity. Theoretical reflections with empirical illustrations. The Archaeology of Regional Technologies. Chapter: Re-visiting the region and regional identity: theoretical reflections with empirical illustrations. London: The Edwin Mellen Press, 15-33.
Article
Received: 22.04.2020
Accepted: 18.07.2020
Citation Formats
Other cite formats:
APA
Kumpilov, T. M. (2020). Image of the Republic of Adygea in the Collective Visions of Social Networks Users. Humanities of the South of Russia, 9(3), 130-139. https://doi.org/10.18522/2227-8656.2020.3.9
Section
SOCIAL STRUCTURE AND SOCIAL INSTITUTIONS IN MODERN SOCIETY
