Национальные проекты России как имиджевая проблема управления

Abstract

The subject of the study is the image of Russia's national projects in the media space. The relevance of the article lies in the fact that national projects developed in the mid-2010s, which were initially perceived by Russian citizens with enthusiasm and great interest, began to lose their image appeal after the financial crises and the coronavirus pandemic, causing problems in the implementation of reforms. The purpose of the work is to develop measures for image support of national projects, which assume as effects from their implementation not only an increase in the loyalty of the population to the implementation of large—scale economic projects of the authorities, but also obtaining an economic effect. It was revealed that the leading socio-political media of the country publish from 500 to 1000 materials per year with the keyword "national project", while the most frequent words used in oppositional media are the words — failure, corruption, poverty, violations, deadlock, officials, and in publications loyal to the government — results, indicators, control, methods, problem, solution. It is established that the greatest discursive indicators are observed in such national projects as "Safe and high-quality roads", "Health care", "Demography", "Education", "Housing". It is noteworthy that in the entire media field of the country, the most media-visible characters are the President of the Russian Federation V.V. Putin (26%) and the heads of Russian regions, while at the level of federal ministries only Prime Minister M.V. Mishustin is mentioned.