I. G. Napalkova

Ogarev Mordovia State University, Saransk, Russia,e-mail: zamisi@yandex.ru

THE IMAGE OF MODERN RUSSIA:  SPECIFICS AND PROSPECTS OF FORMATION

In the conditions of active development of information society, when many times, the role of infoIn the conditions of active development of information society, when the role of information, information resources and information technologies is changing in many times, the nature of political power – a positive image of the state, its purposeful creation, development, consolidation and advancement become a significant role, providing a competitive advantage and thus become an instrument of protection of national interests of the country, which makes it important to research in this area. Problem field: the image of Russia in the various channels of communication. The purpose of the study is to examine the problems of formation of image of Russia in the conditions of the complex geopolitical situation and the increased confrontation. The paper used general scientific methods: analysis, synthesis, generalization, etc. among special was the comparative political, socio-cultural, institutional, historical-genetic, systemic methods, structural analysis, hermeneutic paradigm, etc. as applied method is used a survey of experts in the field of modern branding strategy. Most of the ratings and polls show foreign audiences that Russia’s image in recent years has deteriorated significantly. This was facilitated, first of all, the system of information confrontation of the Western countries (especially the USA, the UK, Germany), actively using their powerful communications capabilities against our country. On the basis of the conducted under the guidance of the expert author of the survey, «Image and image strategy of modern Russia», were the features of the modern domestic public image strategy, identifies key measures that are able to provide a positive image in the turbulence of international relationships. In particular, the strengthening of the national identity of citizens, increasing the competitiveness of Russian companies, the formation of new Russian information resources, aimed at foreign audience.

Keywords: image of state, foreign policy image, image technology, image strategy, communicative space

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