The elements of communicative strategy in region’s image development
https://doi.org/10.20310/2587-6953-2024-10-1-212-221
Abstract
INTRODUCTION. Currently, the issues of region’s image development are of particular importance. This is due to the large migration flows from the regions to the capital cities and the great need to increase tourism in the regions of Russia. The Chelyabinsk region is in particular need of an image adjustment. On the one hand, the region has great potential (natural wonders, historical sites). On the other hand, it has a reputation for environmental problems. The purpose of the study is to analyze the influence of the communication strategy on the process of region’s image development.
MATERIALS AND METHODS. The communicative strategy of promoting the region’s image is considered, which is used in its activities by the media group “Our Chelyabinsk”. Research methods: analysis of existing scientific literature, observation, modeling.
RESULTS AND DISCUSSION. An attempt has been made to define the term “communicative strategy for the region’s image development on the existing definitions’ basis of speech strategies. It is noted that the goal of the communication strategy of the media group “Our Chelyabinsk” is to increase media influence, through which the media group achieves its mission: forming a community of like -minded people who love Chelyabinsk and try to make it better. The main tasks for increasing the media influence of “Our Chelyabinsk” are highlighted: brand awareness, improving the quality of the a udience, increasing the uniqueness and expertise of content, increasing the coverage of publications. Among the elements of the communication strategy, the name, corporate identity, mission, and information policy of the media group stand out. The history of choosing a name and creating a corporate identity is described and it is noted exactly how these elements work to realize the mission of the media group. The main positions on which the media group’s information policy is based are described: comments, UGC content, SMM strategy, expert content.
CONCLUSION. This communication strategy is an important element in the development of a positive image of the Chelyabinsk region.
About the Author
V. S. Shevchenko
Media group “Our Chelyabinsk”
Russian Federation
Russian Federation
Vladimir S. Shevchenko - Council Chair.
14 Ryazanskaya St., Chelyabinsk, 454021
References
1. Sudakova V.V. Symbolic capital of the territory as a resourse of revitalization: methods of identification. Vestnik Omskogo gosudarstvennogo pedagogicheskogo universiteta. Gumanitarnye issledovaniya = Review of Omsk State Pedagogical University, 2023, no. 2 (39), pp. 45-49. (In Russ.) https://doi.org/10.36809/2309-9380-2023-39-45-49
2. Agafontsev M.S. Language game as a communicative strategy for the formation of the image of samara in the regional press. Izvestiya Samarskogo nauchnogo tsentra Rossiiskoi akademii nauk. Sotsial’nye, gumanitarnye, mediko-biologicheskie nauki = Izvestiya of the Samara Russian Academy of Sciences Scientific Center. Social, Humanitarian, Medicobiological Sciences, 2021, vol. 23, no. 79-1, pp. 33-37. (In Russ.) https://doi.org/10.37313/2413-9645-2021-23-79(1)-33-37, https://elibrary.ru/wgotci
3. Chumikov A.N. Alternative branding of the region (on the example of the Chelyabinsk region). Materialy 8 Mezhdunarodnoi nauchno-prakticheskoi konferentsii «Brending kak kommunikatsionnaya tekhnologiya XXI veka» [Proceedings of the 8th International Scientific and Practical Conference “Branding as a Communication Technology of the 21st Century”]. St. Petersburg, Saint Petersburg State University of Economics Publ., 2022, pp. 112-114. (In Russ.) https://elibrary.ru/eeykda
4. Chumikov A.N., Shul’ts E.E. Communication and sociological support of the image of Russian regions in the context of their strategic development. Kommunikologiya = Communicology, 2022, vol. 10, no. 1, pp. 15-28. (In Russ.) https://doi.org/10.21453/2311-3065-2022-10-1-15-28, https://elibrary.ru/gzwfdl
5. Assante L.M., Sukalakamala S., Wen H.I., Knudson D.A. Identifying optimal communication mix for strategic destination image formation: A case study of Austria. Journal of Management and Marketing Research, 2014, vol. 14, pp. 1-15.
6. Drozdova Yu.A. Imidzh regiona: kommunikativnye aspekty opredeleniya, strukturirovaniya i prodvizheniya [The image of the region: communicative aspects of definition, structuring and promotion]. Biznes. Obrazovanie. Pravo = Business. Education. Law, 2014, no. 4 (29), pp. 165-171. (In Russ.) https://elibrary.ru/taqiwj
7. Filippov D.E. Deyatel’nost’ po publikatsii i nauchnomu ispol’zovaniyu dokumentov kak ehlement korporativnoi kul’tury arkhiva (na primere Ob’’edinennogo gosudarstvennogo arkhiva Chelyabinskoi oblasti) [Activities related to the publication and scientific use of documents as an element of the corporate culture of the archive (on the example of the United State Archive of the Chelyabinsk region)]. Materialy Pyatoi Vserossiiskoi nauchno-prakticheskoi konferentsii «Arkhiv v sotsiume – sotsium v arkhive» [Proceedings of the fifth All-Russian Scientific and Practical Conference “Archive in Society – Society in the Archive”]. Chelyabinsk, 2022, pp. 128-131. (In Russ.) https://elibrary.ru/dwjcnk
8. Kiselev D.G., Simakova S.I. The media image of Chelyabinsk in the programs of the OTV TV channel (Chelyabinsk). Vestnik Voronezhskogo gosudarstvennogo universiteta. Seriya: Filologiya. Zhurnalistika = Proceedings of Voronezh State University. Series: Philology. Journalism, 2023, no. 2, pp. 120-123. (In Russ.) https://elibrary.ru/nwlzmt
9. Cherednyakova A.B., Dobrynina Ya.S. Imidzh territorii i ego transformatsiya v usloviyakh sovremennosti (na primere g. Chelyabinska i Chelyabinskoi oblasti) [The image of the territory and its transformation in modern conditions (on the example of Chelyabinsk and the Chelyabinsk region)]. Urbanistika = Urban Studies, 2018, no. 3, pp. 171-179. (In Russ.) https://doi.org/10.7256/2310-8673.2018.3.26332, https://elibrary.ru/vomrvn
10. Simakova S.I., Karpenko V.A., Saitgalin T.R. Problems and prospects of digitalizationof regional radio: experience of Nizhny Novgorod. Znak: problemnoe pole mediaobrazovaniya = Sign: Problematic Field in Mediaeducation, 2022, no. 3 (45), pp. 141-152. (In Russ.) https://doi.org/10.47475/2070-0695-2022-10314, https://elibrary.ru/zudkyj
11. Agafontsev M.S. Kommunikativnye strategii formirovaniya imidzha regiona v presse (politicheskii diskurs) [Communicative strategies for shaping the image of the region in the press (political discourse)]. Materialy Vserossiiskoi s mezhdunarodnym uchastiem nauchnoi konferentsii molodykh uchenykh «Yazyk. Kul’tura. Lichnost’» [Proceedings of the All-Russian Scientific Conerence of Young Scientists with International Participation]. Samara, LLC “Scientific and Technical Center” Publ., 2022, issue 8, pp. 77-90. (In Russ.) https://elibrary.ru/liibxj
12. Issers O.S. Rechevoe vozdeistvie [Speech Influence]. Moscow, LLC “FLINTA” Publ., 2009, 224 p. (In Russ.)
13. Red’ko G.V., Eremeeva A.A. Communicative strategy as strategy of understanding and interpretation of sense. Vestnik Adygeiskogo gosudarstvennogo universiteta. Seriya 2: Filologiya i iskusstvovedenie [Bulletin of the Adygea State University. Series 2: Philology and Art History], 2017, no. 4 (207), pp. 108 -113. (In Russ.) https://elibrary.ru/ysemdj
14. Shusharina G.A. Communicative strategy of regional town image creation in media texts. Filologicheskie nauki. Voprosy teorii i praktiki = Philology. Theory & Practice, 2013, no. 8-1 (26), pp. 210-212. (In Russ.) https://elibrary.ru/qixybr
15. Mel’nik N.V., Gerasimchuk D.M. Strategies of forming the image of the region (content analysis of the official page of S.Y. Tsivilev in the social network “VKontakte”). Filologiya i chelovek = Philology & Human, 2020, vol. 3, pp. 45-59. (In Russ.) https://doi.org/10.14258/filichel(2020)3-04, https://elibrary.ru/keaajb
16. Gradyushko A.A., Nigmatullina K.R., Pustovalov A.V. Communities “VKontakte” and their role in the media landscape: experience of three regions. Trudy BGTU. Seriya 4: Printi mediatekhnologii = Proceeedings of BSTU. Issue 4. Printand Mediatechnologies, 2019, no. 1 (219), pp. 54-61. (In Russ.) https://elibrary.ru/hedqet
17. Morozova A.A. Mul’timediinye vozmozhnosti sotsial’noi seti VKontakte [Multimedia capabilities of the VKontakte social network]. Znak: problemnoe pole mediaobrazovaniya=Sign: Problematic Field in Mediaeducation, 2019, no. 1 (31), pp. 200-208. (In Russ.) https://elibrary.ru/ravmjr
18. Volkova E.V. Analysis of professional image communication in media discourse. Journal of Economics and Social Sciences, 2018, no. 13 (13), pp. 85-89. (In Russ.) https://elibrary.ru/vrkgyn
19. Topchii I.V. Kommentarii v sotsial’nykh media [Comment on social media]. Znak: problemnoe pole mediaobrazovaniya = Sign: Problematic Field in Mediaeducation, 2020, no. 2 (36), pp. 157-162. (In Russ.) https://doi.org/10.24411/2070-0695-2020-10216, https://elibrary.ru/spvfoh
Review
For citations:
Shevchenko V.S. The elements of communicative strategy in region’s image development. Neophilology. 2024;10(1):212-221. (In Russ.) https://doi.org/10.20310/2587-6953-2024-10-1-212-221
Views:
151
Email this article 