Republic of Mordovia: strategic analysis of image-forming factors

Introduction: sustainable development of territories in the modern information society depends, among other things, on a positively formed and effectively broadcast image. However, the high dynamism of the processes affecting the development of the region, the change of value guidelines and value judgments of the target audiences require the subjects of image-making, especially regional authorities, to develop an integrated image strategy and monitor the situation. Objectives: strategic analysis of image-forming factors of the Republic of Mordovia. Methods: case-study, based on analysis of documents, official statistical information, federal ratings data; SWOT-analysis carried out within the framework of the comprehensive study “Republic of Mordovia in the focus of modern imagology”, which allowed highlighting strong and weak factors of territorial development. Results: factors, events, processes of the region’s development are identified, evaluated and grouped along the lines “strong” - “weak”, “possibility” - “threat”. A SWOT matrix has been drawn up, stating the dominance of weaknesses and threats, according to which development risks are defined, which can increase contradictions between the primary and secondary image of the region and introduce a dissonance into its perception and assessments by important target groups - federal and business elites, tourists, residents of the region. Conclusions: SWOT-analysis demonstrates a substantial contradictory side of the ideal and real image of the Republic of Mordovia, which is one of the main risks for all target groups, as it forms a dissonance in the perception of the territory and contributes to the growth of negative estimates. There is a violation of the core image directions of the region: the positive dynamics of macroeconomic indicators do not lead to an improvement in the quality of life and wage growth; the increase in total life expectancy dissociates with the increase in cancer, etc. In order to offset negative factors and reduce image risks, it is necessary to strengthen measures that contribute to improving the quality of life of the territory’s population, to develop a holistic concept of territorial branding at the regional level and to involve image-making specialists into the formation of the region’s image.