Abstract
Introduction: the Federal symbolic competitions are becoming an important tool for the construction of national and territorial identity. Regional communities with their help broadcast their uniqueness through the promotion of significant cultural heroes, natural and architectural attractions and so on. Aims: to determine key discourses that actualize regional identity in the course of symbolic competitions and, at the same time, to develop methods of research of identification systems of territorial communities on the basis of materials of symbolic competitive practices. As the investigated case, on the basis of which the conclusions are formulated, the competition for the choice of banknotes of 200 and 2000 rubles, held in 2016, acts. Methods: the research was based on the monitoring of Russian media reports and blogs during the period of the competition (June -December, 2016), as well as a series of expert interviews in the Republic of Tatarstan. The selection was carried out by regions whose projects reached the final vote in the competition (11 regions). The methods of analysis were expert interviews, content and discourse analysis of media and blogs, including through the QDA Miner Lite program. Results: the discourses with the help of which the discourse of regional identity is actualized during symbolic competitions were identified: historical features of the region, economic features of the region, political status and role in the all-Russian space, natural and geographical features, cultural and spiritual-symbolic features, ethnic features, tourist attractiveness, sports ambitions of the region, situational and symbolic features of the place. Based on the results of the analysis of the materials for the competition for the selection of banknotes 200 and 2000 rubles, two strategies for promoting regional identity in the competition were determined. The first was focused on the meanings reflected in the codes-political peculiarities, status (capital) ambitions, tourism policy, foreign interest in marking all-Russian achievements (image positioning strategy). It found expression during the competition in the Far East, the Republic of Crimea, the Republic of Tatarstan and the Krasnodar region. The other regions (Volgograd, Vladimir, Moscow, Irkutsk, Nizhny Novgorod regions and the Republic of Karelia) were focused on internal discourse or soil strategy: the meanings of the history, nature and culture of the region. Conclusions: it is shown that through symbolic competitions regions can broadcast their logic of understanding the specialness of the place, stimulating the development of regional identity. The model of image positioning was more successful in terms of voting results. The analysis showed the prospects of using the method of combining the method of content and discourse analysis.
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