Internal challenges to Russia's international image
It is widely known that the modern Russian international image is currently under considerable pressure of the western mass media, political actors, and academic community. It is the reason why the problem of the international image should be closely considered for revealing criticism patterns, unviable elements of the image policy, and for adjusting informational policy. Russian researchers pay great attention to external factors (western politicians, massmedia and academic community), affecting the image. However the internal ones are considered not so widely. This academic paper is dedicated to research of the internal challenges, influencing effectiveness of Russia’s international image in general and its information campanies in particular. We assume that these internal challenges have no less considerable affect on Russian international image than external ones. We assume that the basis of these internal challenges is fails of the current Russian government in the number of crucial issues, related to mass media communication and long-term image development strategy. In the process of research we used academic works of Russian researchers and western experts in Russian studies, reports of a number of western think tanks and research centers, results of sociological research, and mediatexts of quality pressmedia the Economist and the New York Times for 2011-2016 years. The analysis of the mentioned materials revealed a number of the internal factors, affecting the international image, such as: closed nature and informational reactivity of the modern Russian political elites, the conflict of national and international media messages, the lack of coordination between key actors in international image activities, and negative stereotypes / extremely critical attitude towards Russia (the latter one may not be a completely an internal factor but it should be taken into account as it forms a basis for the image perception). It is important to say that all these factors are tightly interconnected and negative effect of one can not be minimized without dealing with the rest. As a result we believe that the present internal image challenges are as important as external ones. Secondly, Russia should considers elimination of the internal challenges as one of the most important missions in the foreseen future, otherwise it can face with further degradation of the international image and lost of this essential instrument.
Keywords
V.V. Putin,
information policy,
mass media,
western press,
западная пресса,
Russian image,
СМИ,
информационная политика,
В.В. Путин,
имидж РоссииAuthors
| Sdelnikov Vitalij A. | Tomsk State University | dr.saladinn@yandex.ru |
Всего: 1
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