Representation of the image of a migrant in the media of the Rostov region: integration potential

Objective of the study is to diagnose the basic components of the image of a migrant formed in the mass media, as well as to determine the de­pendence of the tonality of news reports about migrants on events taking place in society. The methodological basis of the research. The research paper uses the theory of social identity of the Polish sociologist Henri Taschfel. Special attention in the study is also paid to the analysis of the integrated threat theory proposed by Wal­ter G. Stefan and Cookie White Stefan. The pa­per uses a comparative approach through which the private problems of the CIS countries were analyzed, which were the motives, causes and catalysts of migration to Russia. The research method is content analysis of news reports about events related to migrants and migration policy posted on the websites of the main information portals of the Rostov region. Research results. Conclusions are drawn about the determinism of migration based on a specific historical and political event - the collapse of the USSR. Based on a broad theoretical block and comparative analysis, attention was focused on the Russian case, within which own trends and characteristics of the representation of the migrant image were highlighted. This scientific study combines a sociological, demographic and legal approach in considering the problem of the representation of the migrant image in the media of the Rostov region. The presented social facts are considered in isolation from the legal system of the Russian Federation, taking into account demographic characteristics and trends. Based on the available data, the dynamics of the number of mentions of migration, labor migration, and low-skilled labor is recorded. The main characteristics of migrants as objects of positive and negative news reports are highlighted, as well as the main characteristics of their behavior presented in the content of the main electronic information resources of the Rostov region.   Prospects of the study. The applied results of the work (the results of content analysis) can be used in the development of recommendations and preventive measures to prevent and prevent negative consequences when constructing the image of a migrant in the media. This will contribute to the localization of the processes of social distancing and disintegrating socio­cultural risks in relation to migrants and the host community.