Image of Republic of Karelia in Federal Mass Media

This article analyzes the current information background of the Republic of Karelia in the federal mass media. Favorable themes for republic are pointed out and information risks are considered. It should be noted that the favorable and unfavorable messages touch on similar topics that confirms the nonrandom character of selection of this image features. Ambiguous information events connected with authority`s actions are considered separately. Classic branding features of the region are compared to the findings; their urgency is reviewed. The author makes a conclusion about inertial playback of established image, which is complemented by negative messages. The rebranding of the region is proposed as a way out from this situation.