Communicative Image Of The Subject Of The Russian Federation As A Factor Of Perception Of His Head (on The Example Of Moscow And Primorsky Krai)

Abstract

The article presents the results of a study of the communicative image of two constituent entities of the Russian Federation (Moscow and Primorsky Krai), as well as the images of their heads in the mass consciousness of residents. The results were obtained in the course of an analysis of federal and regional media, as well as a survey of citizens. The communicative image of each region was described according to the developed model by the following indicators: improving the living environment, organizing points of attraction for citizens, infrastructure; attractiveness for investments, large companies, brands; the strategic importance of the region for the State; adequate availability of jobs and employment. The same indicators were used as the basis for the developed questionnaire.
The study revealed that the subject’s communicative image is not always a key factor in the perception of its head. In the case when the communicative image of the region is built in relation to the leader, the latter experiences his positive influence, while the negative aspects of the leader’s perception do not affect the image of the region (Moscow case). In the case when the policy of forming the communicative image of the subject and its leader are not connected with each other, the regional factor practically has no effect, and the negative aspects of the leader’s perception reduce the level of attractiveness of the image of the region (the case of Primorsky Krai).

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