Features of the formation and promotion of the image of the head of the region: on the example of the Republic of Mordovia (1995–2021)

Introduction. The constructive image of a territory in the modern world determines its competitiveness and the possibility of various preferences in the form of subsidies from the federal center, investments from business, an increasing tourist fl ow, etc. Building the image is a complex process of interference of evolutionary and historical development and the existing background. The visual appearance of the regions and its transformation are associated with the images of the head/ governor who acts both as the subject and the object of image-making. Materials and Methods. The methodology was based on historical-evolutionary, axiological and hermeneutic approaches, comparative, systemic and structural-functional analysis. As an applied method, the Internet monitoring of regional media publications was performed for 2020–2021. Results and Discussion. The article considers the evolution and continuity in the formation and promotion of the image of the head of the region at the present stage of development of the state and society. The role of the personifi ed component in the regional image is shown. The Republic of Mordovia, which is in a state of transformation of power elites, was chosen for a case study. It analyzed the image types of the heads of the region from 1995 to 2020 were analyzed an image map of the Acting Head of the Republic of Mordovia A. A. Zdunov was compiled, within which the main lines of image personpositioning were studied, as well as the vectors of territory promotion updated by him. Conclusion. The authors come to the conclusion that the image type “leader-fi refi ghter” is being promoted in the Republic of Mordovia, which is demanded by the diffi cult socio-economic situation of the region. The expansion of the image is carried out by means of a type of “business executive”, due to belonging to the party of power and personal characteristics. There is also an active detuning from the image of the previous leaders of the region. In particular, the work on the formation of public opinion has been strengthened, information activity and prompt response to modern development challenges are demonstrated.