YUGRA as the brand: in search of regional identity
English
journal number:
Journal’s Subject Headings:
History, ethnography, archeology
About author:
Institute of Ethnology and Anthropology of the Russian Academy of Sciences,, Moscow, Russian Federation, [email protected]
ABSTRACT
Introduction: an important factor of identification of the region as a single territorial, socio-economic and socio-cultural system is regional identity (the identity of the region), for the formation and strengthening of which an arsenal of various tools is being actively developed. Among the important political efforts in this direction is the work of creating of the brand (positive image) of the region.
Objective: study of the socio-cultural aspects of branding technologies of Khanty-Mansiysk Autonomous Okrug – Yugra used by the region for positioning itself in the country and in the world.
Research materials: Khanty-Mansiysk Autonomous Okrug – Yugra regulatory documents related to the research topic, Internet and advertising publications.
Results and novelty of the research: the socio-cultural aspects of branding technologies used to shape the image of Yugra are investigated. It was established that the problems of branding of the territory are in the focus
of close attention of the Okrug’s authorities, who are taking various steps to solve them. The article presents the conclusion about the ideology of «Yugra» as unifying and consolidating idea aimed at maintaining of ethnoconfessional balance in the region. At the same time, this image is a kind of product that is exchanged for important economic and political resources. Scientific novelty consists of the inclusion of the usual for the marketing terminology and appropriate analytical tools in the context of consideration of the problems of formation of the regional identity of the KhMAO-Yugra.
Key words: Yugra, regional identity, brand, image, image-forming technologies.
Acknowledgments: the work was supported by the Russian Foundation for Basic Research (project No. 18-05-60040 «New Technologies and Social Institutions of the Indigenous Population of the Russian Arctic: Opportunities and Risks»).
For citation: Pivneva E. A. YUGRA as the brand: in search of regional identity // Vestnik ugrovedenia = Bulletin of Ugric Studies. 2020; 10 (1): 140–148.
ABSTRACT
Introduction: an important factor of identification of the region as a single territorial, socio-economic and socio-cultural system is regional identity (the identity of the region), for the formation and strengthening of which an arsenal of various tools is being actively developed. Among the important political efforts in this direction is the work of creating of the brand (positive image) of the region.
Objective: study of the socio-cultural aspects of branding technologies of Khanty-Mansiysk Autonomous Okrug – Yugra used by the region for positioning itself in the country and in the world.
Research materials: Khanty-Mansiysk Autonomous Okrug – Yugra regulatory documents related to the research topic, Internet and advertising publications.
Results and novelty of the research: the socio-cultural aspects of branding technologies used to shape the image of Yugra are investigated. It was established that the problems of branding of the territory are in the focus
of close attention of the Okrug’s authorities, who are taking various steps to solve them. The article presents the conclusion about the ideology of «Yugra» as unifying and consolidating idea aimed at maintaining of ethnoconfessional balance in the region. At the same time, this image is a kind of product that is exchanged for important economic and political resources. Scientific novelty consists of the inclusion of the usual for the marketing terminology and appropriate analytical tools in the context of consideration of the problems of formation of the regional identity of the KhMAO-Yugra.
Key words: Yugra, regional identity, brand, image, image-forming technologies.
Acknowledgments: the work was supported by the Russian Foundation for Basic Research (project No. 18-05-60040 «New Technologies and Social Institutions of the Indigenous Population of the Russian Arctic: Opportunities and Risks»).
For citation: Pivneva E. A. YUGRA as the brand: in search of regional identity // Vestnik ugrovedenia = Bulletin of Ugric Studies. 2020; 10 (1): 140–148.
