Article name Axiology of Transbaikal Territory Media Image
Authors Erofeeva I.V. Doctor of Philology, Associate Professor,
Prostakishina N.V. special correspondent,
Bibliographic description Erofeeva I. V., Prostakishina N. V. Axiology of Transbaikal Territory Media Image// Humanitarian Vector. 2022. Vol. 17, No. 1. PP. 95–105. DOI: 10.21209/1996-7853-2022-17-1-95-105.
UDK 070.1; 304.4
DOI 10.21209/1996-7853-2022-17-1-95-105
Article type Original article
Annotation Region’s media image modelling is a very topical problem of the information age from the view of productive functioning of territories, their socio-economic and political status. The article presents the role of values in the media image structure, analyzes axiological components of the Transbaikal Territory media image, and shows its cultural and content characteristics. Research findings are based on some data from a sociological survey carried out in 2021, where 911 residents of the region of different ages (20 to 68) took part, as well as the results of a survey of 48 regional journalists from different communication channels. The attention is paid to the conceptual component of the Region Media Image, as well as to the special role of the actor of multimedia content. Typological and cognitive analyses allowed us to identify the empirical material and present it as a system of cultural and historical dominant ideas. Major characteristics of media image axiology are based on linguocultural approach, emphasizing the values of traditional culture. Media image axiology presents a triple-stage system with its regional specific features, distinct content including spiritual and moral, cultural and historical, and natural values. Spiritual and moral priorities reflect region’s mental view of the world and focus on the values of labour, kindness, grace, sincerity and patriotism, preservation of family values, faith in justice. Cultural and historical context is enriched by the folk heroes of the past and present, traditions, beliefs and customs. Coronavirus pandemic made actors of information flows focus on natural resources of Transbaikalia. During the study, we revealed a correlation between the axiological instrumentation of designing the media image of the region and the level of influence of the media discourse on the consumer, between the spiritual and moral picture of the author’s view of the world and the demand for media products by the audience. We justify the need to adjust the work of regional journalists with a texture inherent in modelling the media image of the region.The authors make a conclusion that, on the one hand, a productive media image is designed using values and ideals characteristic of the territory, on the other hand, the cultural and historical space of the region is a tool for necessary identification with a place of residence, a link between generations and residents of the region.
Key words axiology, media image of the region, Transbaikal Territory, cultural and historical values, ideals, media discourse, journalism
Article information
References 1. Zolotova, N. D. Values of human life in modern Russia. Living standards of the population of regions of Russia, no. 1, pp. 105–112, 2016. (In Rus.) 2. O’Connor, P. The unanchored past: Three modes of collective memory. Memory Studies. December 2019. DOI: 10.1177/1750698019894694. (In Engl.) 3. Dinnie, K. Nation Branding – Concepts, Issue and Praсtic. Butterworth-Heinemann – Elsevier Linacre House, 2008. (In Engl.) 4. Kavaratzis, M., Наtсh, M. J. The dynamics of Place brand an identity-based approach to place branding theory. Marketing@Management, no.13, pp. 69–86, 2013. DOI 10.1177/1470593112467268. (In Engl.) 5. Tipton, F. B. Modeling National Identities and Cultural Change: The Western European, Japanese, and United States Experiences Compared. International Journal of Cross Cultural Management, no. 9, pp. 145−168, 2009. (In Engl.) 6. Semenenko, I. S. Images and Images in the Discourse of National Identity. Polis. Political studies, no. 5, pp. 7–18, 2008. (In Rus.) 7. Münch R. Integration, Social. In International Encyclopedia of the Social & Behavioral Sciences (Second Edition), Elsevier Inc., 2015: 243–248. (In Engl.) 8. Francesco, P. Mass Identity Architecture: Architectural Writings of Jean Baudrillard. New York: Wiley Academy, 2006. (In Engl.) 9. Birkner T., Donk, A. Collective memory and social media: Fostering a new historical consciousness in the digital age? Memory Studies, no. 13, pp. 367–383, 2020. DOI: 10.1177/1750698017750012. (In Engl.) 10. Malysheva, E. G., Gridnev, N. A. Formation of the media image of the region in federal television media (based on texts about Omsk). Scientific Dialogue, no. 12, pp. 134–144, 2016. (In Rus.) 11. Khochunskaya, L. V. Media Image Phenomenon: Socio-Psychological Aspect. Bulletin of the Russian University of Friendship of Peoples. Series: Literary criticism, journalism, no. 2, pp. 91–95, 2013. (In Rus.) 12. Hume, D. Composition in 2 vols, vol. 2. M: Thought, 1965. (In Rus.) 13. Gryaznova, E. V., Shalatonov, A. S., Shalatonova, V. N. Values: dialectic of secular and religious meaning. Innovative economy: prospects for development and improvement, no. 5, pp. 220–226, 2021. (In Rus.) 14. Berdyaev, N. A. Self-knowledge. M: Thought, 1991. (In Rus.) 15. Ivin, A. A. Logic of estimates and norms. Philosophical, methodological and applied aspects: monograph. Moscow: Prospekt, 2017. (In Rus.) 16. Vyzhletsov, G. P. Axiology of culture. St. Petersburg: St. Petersburg State University, 1996. (In Rus.) 17. Dynamics of the values of the population of reformed Russia. M: Editorial URSS, 1996. (In Rus.) 18. Lossky, N. O. Value and being: God and the Kingdom of God as the basis of values. M: LLC Firm AST Publishing House, 2000. (In Rus.) 19. Gryaznova, E. V., Afanasiev, S. V. On the relationship between the concepts of “values”, “spiritual values” and “cultural values”. Innovative economy: prospects for development and improvement, no. 5, pp. 38– 44, 2019. (In Rus.) 20. Baeva, L. V. Existential nature of values. Dr. philos. sci. dis. abstr. Volgograd, 2004. (In Rus.) 21. Duranov, I. M. Sociocultural foundations of civil and patriotic education of student youth: theory and practice. Magnitogorsk, 2003. (In Rus.) 22. Ilyin, I. A. Crisis of godlessness. M: Dar, 2005. (In Rus.) 23. Semilet, L. A. Ideals and values of national culture in traditional and innovative dimensions. Proceedings of the Altai State University, no. 2, pp. 270–274, 2014. (In Rus.) 24. Bargilevich, O. A. The role of cultural and spiritual and moral values in the innovative development of modern Russia. Traditional national-cultural and spiritual values as a foundation for the innovative development of Russia, no. 1, pp. 26–35, 2010. (In Rus.) 25. Korkonosenko, S. G. Sociality of journalism and media: methodological approaches. Questions of theory and practice of journalism, no. 3, pp. 417–430, 2020. (In Rus.)
Full articleAxiology of Transbaikal Territory Media Image