The Role and Possibilities of Internet and Media Memes in Positioning the Region: on the Example of the City of Omsk

Abstract

The paper studied regional memes as a communication unit, which can be used as a means of positioning the region, building its effective image. Meme as an instrument of political PR is actively used and studied. However, we have not come across any comprehensive studies on the promotion of territories with the help of memes. In the course of the work, Omsk memes presented on the Internet and the media were typified, their meanings were revealed. A survey of Omsk dwellers and interviews with experts was conducted to find out the characterizing potential of memes as a tool for the image of Omsk. The studies have confirmed the hypothesis of the authors. Memes have a powerful characterizing function. In the case of Omsk - negative. The basis of Omsk memes are the social problems that mostly concern city livers, and the characteristic of the region through the prism of memes is negative. The discussion with experts showed that the use of memes as a tool to create a positive image of Omsk is possible, but only in the case of a cardinal improvement in the social situation. The creators and distributors of memes are people living in the region, which means they must have positive motivation and a safe reality for replicating positive ideas, including the format of memes.