Modern Russian media as key actors in shaping the image of Azerbaijan in Russia's information space in the first quarter of the 21st Century

this article is devoted to the analysis of the role of modern Russian media in shaping the image of Azerbaijan in Russia's information space in the first quarter of the 21st century. The work is relevant due to the growing influence of the media on intercultural perception and international relations, which underscores the need for a detailed study of the mechanisms of image creation and dissemination on media platforms. The study substantiates the importance of examining the media as an instrument of shaping the national image, focusing on the transformational processes in the informational field of modern Russia. The author formulates the problem of changing perceptions of Azerbaijan, analyzing the role of the media in the context of political, cultural, and economic relations between countries. The study employs a comprehensive method of comparative analysis, content analysis of publications and programs, as well as semiotic analysis methods to identify the symbolic codes used by the media. The empirical basis of the research includes materials from leading Russian news portals, print publications, and video resources, covering the period from 2001 to 2021. The interdisciplinary approach allowed for a comprehensive assessment of the media's influence on shaping public opinion. The analysis revealed a systematic trend in representing Azerbaijan as a strategically important partner and an object of geopolitical rivalry. The media portray a dual image, where on one hand cultural and historical ties are emphasized, and on the other – focus is placed on economic opportunities and political significance. The data obtained confirm the hypothesis that modern Russian media act as key actors in structuring the international image through framing mechanisms and rhetorical strategies.

media, Azerbaijan, information space, Russia, the 21st century