The article presents an analysis aimed at identifying an axiological strategy of forming a positive image of Komsomolsk-on-Amur in different historical periods. When creating a positive image of a provincial city, a regional identity is formed, which contributes to solving one of the most pressing problems for the Russian Far East, related to the need to preserve human resources.
The paper examines the modern stage of forming a positive image of the city based on the example of the electronic version of the newspaper “Far East Komsomolsk-on-Amur”, since the media have different functions in the modern society, including the informative and ideological functions. The identified ways of creating a positive image include building a new model of life during the construction of the city, aimed at a bright future of the city which is full of cultural events, spreading information about happy life in the city by fixing and informing the whole country about the achievements of Komsomolsk-on-Amur residents and updating information about the heroic past of the city. So far, the methods influencing the image of Komsomolsk-on-Amur have not undergone significant changes since the Soviet times. Therefore, the analysis of the texts taken from the city's newspapers has made it possible to determine the leading dominants in the axiological strategy of creating a positive image of Komsomolsk-on-Amur.
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