Value component of the media im-age of a region in the context of the Special military op-eration (using the example of the Trans-Baikal Territory)

The article is devoted to the study of the media image of the region from the point of view of value content in the context of the information agenda related to the special military operation (SMO). The au-thor of the article puts forward and proves the hypothesis that the beginning of the SMO prompted jour-nalists of the Trans-Baikal Territory to choose a creative model of their activities and turn the vector of work towards constructing a media image of the region representing spiritual and moral values. The purpose of the work is to identify the axiological vector of the regional media discourse of the Trans-Baikal Territory in the context of the SMO, to determine the values that have be-come most widespread in the media discourse of the Trans-Baikal Territory for the period from November 1st 2023 to November 1st 2024. The novelty of the study is due to the lack of systemat-ic data on the construction of the media image of the territory in the context of the SMO and the introduction of previously unrecognized empirical material into scientific circulation. The relevance of the article is due to the fact that, firstly, the role of a media image capable of representing socially significant values is increasing exponentially against the background of the ongoing hybrid geopolitical war. Secondly, there is a shortage of research on the purposeful construc-tion of a media image using certain meanings and values to perform tasks in the context of the SMO. Using the linguistic and cultural analysis, 2,423 text messages from the leading regional media outlet of the Trans–Baikal Territory, Chita State Television and Radio Company, have been examined from November 11th, 2023 to November 11th, 2024 and from January 1st, 2021 to January 1st, 2022. The author has identified a tendency to strengthen the following values in the media image of the re-gion: unity, patriotism, duty, and assistance. The Victory and its role in encouraging the residents of the region to show solidarity towards the participants of the SMO have been highlighted as a value.