Abstract
Introduction: identity is a significant intangible resource for territorial development, the actualization of which is possible through large-scale, high-status megaprojects. Their results contribute to the development of infrastructure, tourism, business activity and investment attraction of the territory. Such events form a certain identitarian discourse, which, due to the scale of the projects, is constructed at two levels – regional and federal. The article presents the results of the identitarian discourse analysis of the Universiades held on the territory of Russia in the federal and regional context. Aims: based on the analysis of constructed identity discourses correlation at the federal and regional levels, to determine the specificity and potential of megaproject activity as a new trend in the identity policy of the Russian Federation regions (the cases of the Universiades in Kazan and Krasnoyarsk). Methods: content analysis of the materials contained at the official websites of the regional and national executive authorities, leading media covering the XXVII World Summer Universiade 2013 and XXIX World Winter Universiade 2019. Results: the case of the Kazan Universiade showed a sports-ethnic model correlation of national and regional discourses. The sports marker is dominant in terms of the number of references in the context of national identity analysis of the Kazan Universiade, while ethnicity marker has become dominant in the discourse of the regional identity. The case of Krasnoyarsk showed a sports-natural (Siberian) model of national and regional Universiade discourses correlation. The sports marker, as well as in the context of the Kazan Universiade, prevails in the national identity discourse of the Krasnoyarsk Universiade and the “natural” marker – in the context of the regional identity of Krasnoyarsk. Conclusions: The content analysis revealed the similarity of the federal and regional identitarian discourses of the Kazan and Krasnoyarsk Universiades. The predominance of social and cultural-historical markers of identity in the discourses of the Universiades in Kazan and Krasnoyarsk has been identified. The model of discourse correlation has been termed as congruent. The differences manifested themselves in the correlation markers of the regional agenda. The research novelty lies in the development of research tools for analysing identities at different levels (federal and regional) using content analysis of news sources. The work done shows the prospects of using symbolic projects in the identity policy of the regions for building an integrated discourse of national identity.
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