Media image of the head of Yakutsk according to content analysis of the Russian and Yakut media

The authors present the results of a content analysis. Its purpose was to study the publications of Russian and Yakut Internet media about the current head of Yakutsk Evgeny Grigoriev. Three Russian and three Yakut news sites were selected, including both state-owned and private media. Time interval of the content analysis: from March 29, 2021 to January 29, 2022, that is, the publications issued from the day of election of the head of the city to the present day were analyzed. A total of 181 publications were selected: 51 from Russian media and 130 publications from Yakut sources. Among the most high profile info-topics were elections of the mayor, fires in Yakutia and stray animals. Yakut municipal media write about the mayor most often. The vast majority of both Russian and Yakut media prefer to publish articles with a neutral tone. The minimum number of articles contains criticism of Yevgeny Grigoriev's activities. Most of all, he is mentioned in articles of an informational nature without a problematic situation, written in a neutral style.