Russia's national identity and image-building

In: International affairs: a Russian journal of world politics, diplomacy and international relations, Band 50, Heft 4, S. 71-77

Abstract

In the context of globalization, Russia's need to develop a modern "communicational image machine" akin to the so-called humanitarian technologies employed by Western countries to protect their interests abroad is discussed. This need to project the appropriate national image has existed since the breakup of the USSR. Creating this image must begin with the Russian mass media, particularly television; an intelligent information policy is required. It is then asserted that Russia's negative image has its impetus in the Western mass media and information centers, which propagate anti-Russian stereotypes to weaken Russia's political and economic position. Some efforts toward tackling this problem are noted. While creating a complex of humanitarian technologies is critical for the future, Russia must first update and increase the payoff from existing tools to generate an adequate image globally. In light of the negative impact that misuse of communication and information systems can have on international relations, a code of conduct is suggested.