ANALYSIS OF THE SUBJECTS OF THE RUSSIAN MEDIA SPACE: A CASE STUDY OF POLITICAL PERSONAL BRANDING (THE EXAMPLE OF ALEXANDER OSIPOV, GOVERNOR OF ZABAYKALSKY KRAI)

UDC 339.138
DOI: 10.36871/ek.up.p.r.2025.04.14.013

Authors

Anastasia I. Burakova,
Yulia V. Kamyshkova-Kovalchuk,
St. Petersburg University of Management Technologies and Economics, St. Petersburg, Russia

Abstract

The article presents an analysis of the personal brand of Alexander Osipov, the Governor of Trans-Baikal Territory, as one of the subjects of the Russian media space. The study is based on the content analysis of publications in the media, the Internet and on social networks pages. Particular attention is paid to the key elements of personal brand: image, positioning and communication strategy. Information triggers and incidents that generated the greatest public interest are examined. The research findings show that Alexander Osipov’s personal brand is built on a combination of the image of an «innovative politician» with anti-corruption rhetoric and that of «governor-next-door». This corresponds to the opinion of 63% of the surveyed residents who consider Alexander Osipov to be a «new-wave governor».

Keywords

media environment, personal brand, politician’s media presence, politician’s personal brand, political image, social media, Alexander Osipov, Trans-Baikal Territory