BULLETIN
of Udmurt University
Sociology. Political Science. International Relations
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Article


Year
2017
Issue
1
Pages
71-83
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Section СОЦИОЛОГИЯ. ПОЛИТОЛОГИЯ. МЕЖДУНАРОДНЫЕ ОТНОШЕНИЯ
Title CONSTRUCTING THE ATTRACTIVE SOCIO-CULTURAL IMAGE OF SARANSK CITY AS THE FACTOR OF FORMATION THE POSITIVE TERRITORIAL IDENTITY
Author(-s) Guseva E.N.
Abstract The subject of research is constructing attractive socio-cultural image of capital of Republic Mordovia - of Saransk as a condition of formation of positive territorial identity of the population, both urban and also republican. In the process of the research the city’s visual symbolism has been evaluated and the market of souvenir production in Saransk has been analyzed. The results of the author’s quantitative survey have allowed to reveal the city’s representations and expectations of the townspeople concerning current and desirable image of Saransk. The government of Mordovia considers its status of capital of republic in structure of Russia in which the title ethnos - mordvins belongs to Finno-Ugric language group as the one of most attractive aspects of the city image. With assistance of organizing committee FIFA-2018 the new symbols of a city underlining its originality and a rich cultural heritage are created. As the data of the souvenir production market research allow concluding, the ethnic components (mainly Mordvinian) and religious (Orthodox churches, of which the most replicable is the image of the newly built Cathedral of the Holy Righteous Warrior Feodor Ushakov) prevail. Souvenir products form the image of Saransk as the capital of the Orthodox and ethnically specific region of Russia. In addition, there is also a city-wide symbolism, for example, products with images of ethnically neutral historical and architectural sights of the city. The results of the research showed the positive attitude of the inhabitants of Saransk to their city, despite the many vulnerabilities in urban life support, which indicates a high level of urban identity formation of the majority of citizens. From the point of view of the respondents, the formation of a positive image of the city is most conducive to holding major international forums, cultural and sporting events, the city's amenities, as well as the dynamically improving architectural appearance of the city. According to the majority of Saransk residents, in image-making politics the city should be positioned as an industrial, educational, scientific or innovative center. At the same time, most of them demonstrate a lack of interest in promoting international and interregional components of the image of their city as the center of the Finno-Ugric world, which does not fully correspond to the image concept of Saransk as the center of Mordvinian and Finno-Ugric culture, which is realized from souvenirs to construction stylized as a national culture of architectural objects.
Keywords socio-cultural image, city identity, territorial marketing, tourist attraction, investment attraction, quality of a life
UDC 316.3
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