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Abstract: The article analyzes verbal representation of the branded images of the Russian regions local linguistic tradition. The material under analysis includes marked regional media texts which form a holistic cognitive image of the “Fairy-Tale Map of Russia”. The urgency of the study can be attributed to the significance of folklore images for the formation of the regional identity and the images of local territories in the media space. The article presents the results of the comparative analysis of both traditional folklore and fairy-tale images (e.g. Kolobok, Ded Moroz), and those specifically created on the basis of authored works of art to support regional brands (e.g. Pushkin’s Golden Fish, Yershov’s Little Humpbacked Horse). The scientific novelty of the article is associated with the concept of media text in the format of cultural media map, the concept of media image of the local linguistic tradition, and the linguo-cognitive approach to phenomena under consideration in general. As a result of the linguo-pragmatic analysis and content analysis of the publications associated with the media project “Fairy-Tale Map of Russia”, the authors of the study have arrived at the following conclusions. A media map is a structural and content type of media text, designed as a hypertext or, more precisely, a super-media text, and could be described through such features as non-linearity, integrity, segmentation, hierarchy, openness, and variability. A special group of media maps – cultural media maps – forms a special type of hypertext in the modern media – a super-media text thematically limited by regional culture and more often than not possessing linguo-pragmatic characteristics typical of travel media texts. Extra-linguistic factors have led to a wide spread of the “new myth-making” in this sphere of activity. The cognitive space of the region, the reflection of which can be seen as a linguo-cognitive model – a media image of the region – changes as a result of the activity of regional communities seeking to draw attention to the local objects of tourist interest. The media image of a region receives new or previously inactive additional features – literary or folklore characters, separate features of regional culture (local speech, clothing, crafts, etc.), new values and meanings. As a result, one can observe modification of local stereotypes about the region and certain aspects of regional identity; the importance of the brand increases, perhaps at the expense of some more significant images.

About the author(s) :

Elena N. Ilyina

Vologda State University (Vologda, Russia)

ORCID ID: https://orcid.org/0000-0002-1797-8959

 

Iuliia N. Dracheva

Vologda State University (Vologda, Russia)

ORCID ID: https://orcid.org/0000-0001-8709-3470

 

Publication Timeline:

Date of receipt: 24.11.2022; date of publication: 30.06.2023

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