Representation of the Media Image of the Baikal Region in the Mass Consciousness of the Audience of Regional Media

Abstract

Mass media play an important role in the development of regions creating their media image. The desire of each of its members to take part in the development of the region, living and carrying out their activities on its territory, depends on the representation of this image in the minds of the audience. The article considers the process of representation of the media image of the Baikal region in the mass consciousness of the audience of the regional media of Irkutsk region. The study conducted a public opinion poll about Baikal region and its image in the media. The research examined the preferences of Irkutsk media audience in the choice of information channels, the perception of the media image of Baikal region by the audience, the influence of this image on the opinion and behavior of the audience, the tone of the associations and the attitude of the audience to the region as a whole. The study found that a positive image of the Baikal region has been formed in the minds of Irkutsk media audience. The audience perceives Baikal region as a unique region located in close proximity to the Lake Baikal, and considers it an attractive region for personal and professional development. At the same time, the most popular channel for obtaining information about the events in the Baikal region among the audience is online media, therefore, in the process of forming the media image of the region, it is necessary to use this channel. The results of the study can be used by journalists to address professional problems related to the development of the Baikal region through the formation of its positive media image, as well as by researchers to study the process of creating media image of other regions of Russia.