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THE IMAGE OF EUROPE IN THE PERCEPTION OF THE YOUNG GENERATION IN RUSSIA: PERSONALIZED IMAGES (A REGIONAL CASE)
Abstract
The research aim of this paper is to reveal the repertoire and the role of personalized images in the overall structure of the image of Europe as perceived by the young generation in todays Russia. The study is based on the theoretical model of the image of Europe as an integral part of the political picture of the world, this model encompasses the methodological approaches of phenomenology, constructivism and visual sociology. Twelve focus group discussions with representatives of various groups of youth including students, young people from urban and rural areas, employed in different sectors of economy in Krasnodar region, provided the empirical data for our study. The repertoire of personalized images reflects the significant components of the image of Europe as perceived by young people in Russia. The study identified six groups of personalized images: historical personalities, modern political leaders, outstanding scientists and artists, persons engaged in sport and show business. The groups of historical personalities, outstanding scientists and artists appeared to be the most representative one, counting more than 60 persons in each group. It indicates the importance of socio-cultural factors in the perception of Europe. In the group of historical personalities, Napoleon, Hitler and Churchill occupy the top three positions, this can be explained through the involvement of these persons in the foreign policy affairs that had successful outcomes for Russia. Merkel, Elizabeth II and Hollande head the top list of modern politicians, symbolizing the political resource potential of Europe. Groups of scientists and artists turned out to be heterogeneous, they include such well-known persons as Einstein, Newton, da Vinci and personalities reflecting the professional interests of the discussions participants. The persons representing USA (Obama) and Russia (Putin) were mentioned as identifiers of Europe, this indicates the vision of Europe as an important world politics center. American historical characters symbolize the genetic cultural connection between two continents, and modern US political leaders seem to be the indicators of US influence and the lack of autonomy (citation from one of the transcripts) of European politics. The above mentioned Russian historical and modern personalities reinforce the thesis about Europe as the "significant Other" for Russia. Overall the repertoire of personalized images forms an eclectic image of Europe. The young generation in Russia perceives Europe as a set of geographic, political and sociocultural spaces that are different in scale and not altogether compatible. The research identifies the role of personalized images in establishing the boundaries of "Us and the Other", while the balance between the "core" and the peripheral layer reflects the current media agenda on Europe in Russia.
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