Abstract

The article analyzes the discourse of regional identity in the course of Federal symbolic competitions, which are understood as events related to the organization of competition projects for the selection of significant symbolic attributes for regional communities. The research focuses on five projects: Seven wonders of Russia (2007), Russia 10 (2013), Alley of Russia (2014), people's banknote (2016), Great names of Russia (2018). Based on indicators of regional activity (counting participation and intensity of campaigns to promote regional symbols), a group of regions is identified for which the competition tool is interpreted as a significant resource in broadcasting regional uniqueness. The main forms of expression of regional identity discourse in the nomination and promotion of nominations for winning competitions are determined. Possible identity conflicts in the course of competitions are analyzed. Based on expert interviews conducted in Kazan, Yekaterinburg, Novosibirsk, Khabarovsk and Vladivostok in 2019, a matrix of motivations and arguments is constructed in the model of the regionalist discourse of Federal symbolic competitions. It is shown that the use of various types of metaphorical constructions in the regionalist discourse of the specificity of the region, its symbols and heroes, and the ambitions of the territory allows the region to broadcast its subjectivity.

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