Jokes as the source of study stereotypic image of region (оn an example of jokes about siberia)

The humorous discourse is considered an important source of stereotypic images of the Russian regions. As it reflects territorial peculiarities and their inhabitants, reveals the attitude to various regions in the society, the linguistic analysis of regional stereotypes should become a starting point in the further formation of brands and images of regions. The jokes about Siberia are analyzed in the article and the stereotypic image of this region is reconstructed. Being based on content analysis and a framing method the study is aimed at presenting stereotypes about Siberia in the form of frames (knowledge structures) and their constituents (sub-frames and slots). It is stated that the stereotypic image of Siberia looks quiescent; the jokes reflect a deeply rooted conception of Siberia by residents of other regions of Russia and foreigners as a distant, huge area with severe climatic conditions, rich in natural resources, and an exile place of immigrants who are busy with hard work. Currently Siberia has got another stereotype and is perceived as an object of claims of some boarding countries. The stereotypic image of Siberia is depressive; the majority of regional characteristics that are reflected in jokes conveygeneral negative comprehension. The revealed stereotypes point to necessity of creating a positive image of Siberia.