Discursive markers of image-forming activities of Russian governors in social media

The article analyzes discursive markers used by Russian governors to shape their digital image in social media. The authors examine how political leaders use social media to construct public opinion, enhance trust, and manage their image in the context of modern digital challenges. The study covers the content of Telegram channels of eight governors representing regions with a medium response level for June 2023. The authors highlight key discursive topics (patriotism, socio-economic aspects, interaction with citizens), analyze their frequency and usage patterns. The data obtained demonstrate significant differences in governors’ strategies. Some focus on youth policy and social stability, while others focus on the regions’ economic achievements or maintaining patriotic sentiment. At the same time, the importance of social responsibility, transparency, and interaction with the population in the digital environment is emphasized.