Abstract:
The subject of the research is the theoretical and methodological foundations of the analysis of the image of a region as a socially constructed system of meanings and an object of social management. The aim of the work is to uncover the mechanisms of formation, consolidation, reproduction, and transformation of representations about the territory, as well as to define the possibilities and limitations of managerial impact on this process. The image of the region is considered not as a direct reflection of the objective characteristics of the territory and not merely as a result of targeted image policy, but as a product of the interaction between government authorities, mass media, business, expert and local communities, residents, and external audiences. Special attention is paid to the relationship between everyday interpretations, institutional practices, symbolic resources, discursive frameworks, and feedback mechanisms that ensure the stability or change of socially shared representations of the region. The methodological foundation consists of the principles of interpretive sociology by M. Weber, phenomenological sociology by A. Schutz, the concept of social construction of reality by P. Berger and T. Luckmann, symbolic interactionism by J. G. McDonald and H. Blumer, and frame analysis by E. Goffman, which reveal the unevenness of symbolic resources and discursive opportunities of social actors. The scientific novelty lies in the clarification of the concept of social construction of the region's image and the development of a theoretical and analytical framework that unites the everyday, communicative, institutional, and discursive levels of this process. Social construction of the region's image is defined as a multi-subjective process of production, selection, interpretation, institutionalization, legitimization, and transformation of socially significant representations about the territory. It has been established that the manageability of the region's image is limited and depends on the established systems of relevance among various audiences, the distribution of symbolic resources, the coherence of actions by social actors, and the presence of feedback. It is shown that a stable image is formed not through one-sided information impact but through the correlation of managerial initiatives with the everyday experiences, expectations, and interpretations of internal and external audiences. The results can be applied in the development of regional communication strategies, diagnostics of territorial representations, and coordination of management activities among participants.
Keywords:
social construction, regional image, social management, region, symbolic resources, institutionalization, legitimation, framing, territorial identity, territory