Representation Of Urban Identity In Media Space


The article describes the capacity to analyze the idea of the city in virtual space. The authors consider that in the modern world the image of the city, its authenticity and uniqueness are developed particularly in the virtual world. This process is implemented through description of the city’s image in the media area. The scientific tasks were carried out by means of qualitative and quantitative approaches. Taking the example of the city of Volgograd, the authors view the potential of the digital environment for the investigation and development of urban identity. The results show that the image of the city is reflected in the media scene. The analyzed examples depict the contradictory character of Volgograd, especially within emotional component. On the one hand, Volgograd is represented through the images and symbols reflecting its historical past and cultural background in the media area, but on the other hand, its uniqueness involves some negative characteristics. According to the authors, positive image of the city is interlinked with the steady complete urban identity of its residents, that is why further research is important both for clarifying the content and for determining the potential for shaping this image.

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