АКТУАЛИЗАЦИЯ РОЛИ ИНСТРУМЕНТОВ «МЯГКОЙ СИЛЫ» В ФОРМИРОВАНИИ ИМИДЖА РЕГИОНОВ В УСЛОВИЯХ НЕСТАБИЛЬНОСТИ

Abstract

Introduction: the region image formation and support using PR-technologies on the Internet is currently an urgent task requiring an additional analysis. Objectives: to analyze modern PR technologies as a tool of “soft power” used to form and maintain the image of the region on the Internet. Methods: historical, systemic, and comparative analysis. The empirical basis of the study was provided by the official websites, pages in social networks of the Ural Federal District regions. Results: the specificity of the image of the region and its main characteristics were revealed; an analysis of modern approaches to the promotion of the region on the Internet was carried out; the role of “soft power” tools in shaping the image of regions was determined on the example of the Ural Federal District regions. Conclusions: the image of the region should be understood as a purposefully created image of the region, highlighting its minimum set of value characteristics, and stimulating the target audience to perform certain actions that are favorable for the region. The discourse of “soft power” is based on changing the “one-to-many” communication model to the “many-to-many” model, which, on the one hand, increases the ability of regions to communicate directly with the target audience and which, on the other hand, makes different regions compete in the struggle for the right to be heard by the target audience. PR technologies as a tool of “soft power” act as an integrative driver for improving the image of regions. The analysis showed that the Sverdlovsk region achieved the greatest effect from the use of “soft power” tools in shaping its image among the regions of the Ural Federal District.