The Attractiveness of Khabarovsk Territory in the Modern Communicative Space

Abstract

The article discusses the ideas about the attractiveness of the Khabarovsk Territory, recorded in the official media, feedback from communicatively active Internet users, the results of an associative experiment and gives recommendations to increase the attractiveness of the Khabarovsk Territory, aimed at reducing the population exodus from the region. It was revealed that one of the reasons for the population exodus is the contradiction between an idea of the attractiveness of the Khabarovsk Territory in the official media and daily languages. It is noted that the regional newspaper “Tihookeanskaya Zvezda” broadcasts the idea exclusively about the investment attractiveness of the region. Thus, all statements of journalists are about tourist attractiveness and attractiveness for life. At the same time, negative reviews about the attractiveness are not found. Negative reviews prevail in the statements of socially active Internet users. Moreover, the main characteristics relate to the living conditions of the population (prices, climate, ecology, access to education, medicine). The reactions of the participants in the associative experiment show the dominance of the semantic fields of nature, climate, home (housing, family), and the least relevant reactions are associations with adverse natural events and living conditions. It is proposed to formulate a strategy to increase the attractiveness of the Khabarovsk Territory for residents of the region and to increase media coverage of this particular aspect.