Цифровой геобрендинг в современном PR-проектировании точек притяжения в российских регионах в условиях современной геополитики

Mikhail Berendeev

doi:10.47475/2070-0695-2023-50-4-13-22

Authors

Mikhail Berendeev Immanuel Kant Baltic Federal University, Kaliningrad, Russia https://orcid.org/0000-0002-1313-2382

DOI:

https://doi.org/10.47475/2070-0695-2023-50-4-13-22

Keywords:

digital capital, innovations in geobrending, territorial identity, digital geobranding, Kaliningrad region, geopolitics and digitalization

Abstract

This article analyzes the results of an expert sociological study, during which the main trends in the development of digital branding of the territory were identified. The research focuses on the most important expert opinions, which, in turn, will later be

embodied in the scenarios of designing a promising regional environment. The Kaliningrad Region stands out as one of the examples of the development of digital branding. The purpose of the article is to identify new forms of promotion of regions in the conditions of international turbulence and new geopolitics. The crisis of relations with the West simultaneously demonstrates new opportunities for gradual renewal of our economy, not only reorienting it to other markets, but also promoting it within the country, creating new brands and geo-brands, including digital ones. The geopolitics of the future is also gradually moving into the digital world, competition is becoming more tangible. The Kaliningrad Region and similar tourist regions in the digital environment can imagine analogues of large digital region s and cities branding themselves through digital capital and innovation. Modern geopolitical conditions, new challenges and turbulence in international relations are reorienting the forms of promotion of Russian locations. The digital environment is becoming a new and promising form of geopolitical cooperation and competition in PR-communications.

Author Biography

Mikhail Berendeev, Immanuel Kant Baltic Federal University, Kaliningrad, Russia

Candidate of Sociological Sciences, Associate Professor at the Higher School of Philosophy, History and Social Sciences

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