Content analysis: influence of mega events on the formation of the economic image of Russia in the south korean media

Vinogradova Nadezhda, Ponomarev Vladimir, Denisova Svetlana

The article on the basis of reference and analytical materials of the Federal Customs Service of the Russian Federation, changes in the trade turnover between Russia and the Republic of Korea (South Korea) compared with the presentation of the image of Russia in the South Korean media analyzes the modern tools of forming the image of the country. One of these tools is the cultural identity of the people, it is manifested both through the historical heritage of the nation and through the conduct of various mega-events by the state on the territory of the state. The purpose of this study is to analyze the publication activity on the issues of coverage of mega-events, such as: Summer Universiade 2013 in Kazan, XXII Winter Olympic games 2014 in Sochi, XXIII winter Olympic games 2018 in Pyeongchang and the world Cup 2018. in Moscow in the media space of South Korea, and its comparison with the growth or decrease in trade between Russia and the Republic of Korea (South Korea) during the years of specific mega-events. The study uses the following methods: content analysis (qualitative and quantitative data), case-studies (qualitative data); economic analysis of the functioning of the state based on data on trade with other countries. The empirical base of the study consists of the following information sources: Yonhap, Joseon Ilbo, and Dong Ilbo; analytical materials of the Federal Customs Service of the Russian Federation. A total of 1258 research units were allocated. Mentions of Russia in the media field of South Korea is in most cases neutral - 62.08%, positive publications - 22.58%, negative-15.66% of the total number of mentions. Qualitative analysis showed that the image of the country is presented cognitively clearly, but the image of the population is not sufficiently spelled out. Doping scandals had a special impact on the formation of the image of Russia, which negatively affected the image of the country. At the same time, Russia is positioned as a strong foreign policy state, fulfilling its promises.

Keywords:global economy, political risks in the world economy, image of Russia, spatial image, image of population, image of power, image of leader, content analysis, international relations, South Korea, mass media.