We believe there is a need to more actively stand up for a positive image of Russia - "RUSSIAN TOUCH"
THE INTERNATIONAL IMAGE OF RUSSIA
A paramount trend in human development, the globalisation of nearly all elements of social development turns any society into a community increasingly open and susceptible to the outer world.
Shaping up an image of a nation is a most efficient way of re-routing the external influence above and dovetailing it with the national interests.
As the image of a nation cannot be substantially different from its actual condition, shaping up a favourable image sets development priorities for a society.
These priorities will be marked by thorough objectivity as they correspond to society''s intrinsic requirements and international priorities. To a certain extent, a national image sets a vector for external influence. Therefore, shaping up a society''s image is a key tool for development.
Russia is still largely perceived as a challenge or even a threat to stability in Europe and the rest of the world. The exuberant optimism of smaller groups of experts and politicians over its bright future often meets a vexed reaction.
The coverage of Russian developments in the western media is predominantly negative.
The major lines of criticism of Russia in the western media are as follows:
• Russian democracy fails to meet western standards;
• Russia is still a far cry from the Western ideal of an transparent economy devoid of monopolies, having stable legislation, attractive tax system and developed infrastructures
• Russia has started countering the West but hasn''t turned down its aid;
• integration trends involving of Russia is an evidence of recurring "imperial ambitions";
• Russia is a society ridden with crime and permeated by corruption.
We believe, however, that the image of Russia in the western press is significantly more negative that the reality of Russian life, no matter how grim and flawed it is.
Developed countries have also formed a set of negative stereotypes seriously affecting public opinion with respect to Russia and the policy of advanced nations.
Due to the effort of the media of developed nations, in the 1990s the fear of -''Soviet military threat" transformed into the fear of the "Russian mafia".
But most of reported facts and data instrumental in shaping a negative image of Russia are borrowed from the Russian media.
The major condition for improving Russia''s reputation is the creation of an efficient institutional system realising the need of pursuing a consistent and proactive policy in close contact with the national capital and mass media.
Practice indicates, however, that image improvement endeavours undertaken by some government bureaucracy and private sector render a positive impact on the efficiency of the state by themselves, which also helps lay a solid groundwork for a better image of Russia.
(From "Russia and the World" Programme by Council on Foreign and Defence Policy)
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