I. V. Kireeva, E. S. Kukva, S. A. Lyausheva, Z. A. Zhade, N. A. Ilyinova. The Potential of Regional Branding in Strengthening Russian National Identity (Cases of Adygea, Kabardino-Balkaria and Dagestan)

doi: 10.15507/2413-1407.127.032.202402.368-387

UDК 316.4:17.022.1(470.62/.67)

Abstract

Introduction. The risks of destabilization of the ethno-political and ethno-confessional situation in the North Caucasus, active migration processes, as well as traditional for this macro-region socio-economic problems and issues of inter-ethnic relations actualize the state policy of identity at the level of regions and the country as a whole. One of the mechanisms for strengthening the Russian national identity is regional branding. The purpose of the study is to analyze the perceptions of the region's uniqueness, values, levels of identity of the population of Adygea, Kabardino-Balkaria and Dagestan, to find common meanings and values for the regions, which, reflected in brands, are included in the state identity policy, strengthening its national level.

Materials and Methods. Empirical materials include quantitative data from a mass survey conducted in October-November 2023 in Adygea, Kabardino-Balkaria and Dagestan, and qualitative (non-standardized interviews with experts). The methodological design is based on the use of an interdisciplinary approach and comparative analysis of cases from the three regions. This allowed us to identify common and special features in determining the potential of branding to strengthen the Russian national identity, based on the principle of triangulation.

Results. The peculiarities and key characteristics of the regions under study have been identified. It was found that there is no integral established brand of the region in them, but the sources of its formation are obvious - the residents' perceptions of the uniqueness of the region and the markers by which the residents identify themselves with it. In Adygea and Kabardino-Balkaria it is a high level of comfort with the preservation of ethnic traditions, in Dagestan it is the significant role of religion and ethnic traditions, active orientation of residents to entrepreneurial activity.

Discussions and Conclusions. Regional identity is formed around unique unifying features ‒ the value of preserving ethnic traditions and good-neighborly relations, the absence of interethnic conflicts, identification markers common to the three regions (attitude to the native land, nature, territory, the value of cultural traditions, language). The reliance on these values in the process of branding the regions provides a link to national identity through the meanings and values common to all regions. The obtained results may be of interest to regional authorities and contribute to the inclusion of regional branding tasks in the policy of strengthening national identity.

Keywords: regional branding, regional brand, Russian national identity, regional identity, Adygea, Kabardino-Balkaria, Dagestan

Conflict of interest. The authors declare no conflict of interest.

Funding. The article was financially supported by the Expert Institute for Social Research, the Ministry of Science and Higher Education of the Russian Federation and the Russian Academy of Sciences under the state assignment of Adyghe State University according to the project FZFE 2023-004 “The potential of regional branding in strengthening Russian national identity: traditions and innovations”.

For citation: Kireeva I.V., Kukva E.S., Lyausheva S.A., Zhade Z.A., Ilyinova N.A. The Potential of Regional Branding in Strengthening Russian National Identity (Cases of Adygea, Kabardino-Balkaria and Dagestan). Russian Journal of Regional Studies. 2024;32(2):368–387. https://doi.org/10.15507/2413-1407.127.032.202402.368-387

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About the authors:

Irina V. Kireeva, Cand.Sci. (Sociol.), Associate Professor of the Chair of Philosophy and Sociology, Adyghe State University (208 Pervomayskaya St., Maykop 385000, Russian Federation), ORCID: https://orcid.org/0000-0002-0888-896X, Researcher ID: GXM-8362-2022, klushina@list.ru

Elena S. Kukva, Cand.Sci. (Sociol.), Associate Professor of the Chair of Philosophy and Sociology, Adyghe State University (208 Pervomayskaya St., Maykop 385000, Russian Federation), ORCID: https://orcid.org/0000-0001-9944-029X, Researcher ID: N-5425-2018, Scopus ID: 56245776200, otvs_priem@mail.ru

Svetlana A. Lyausheva, Dr.Sci. (Philos.), Professor of the Chair of Philosophy and Sociology, Head of the Laboratory of Sociological Diagnostics, Adyghe State University (208 Pervomayskaya St., Maykop 385000, Russian Federation), ORCID: https://orcid.org/0000-0001-7249-8846, Researcher ID: GXZ-9879-2022, Scopus ID: 56646605500, slyausheva@list.ru

Zuriet A. Zhade, Dr.Sci. (Polit.), Head of the Chair of Theory and History of State and Law, Constitutional Construction and Political Science, Head of the Laboratory of Ethnocultural Problems, Adyghe State University (208 Pervomayskaya St., Maykop 385000, Russian Federation), ORCID: https://orcid.org/0000-0002-7888-8885, Researcher ID: GPX-0497-2022, Scopus ID: 56646605500, zhadezura@yandex.ru

Nadezhda А. Ilyinova, Dr.Sci. (Philos.), Head of Chair of Philosophy and Sociology, Adyghe State University (208 Pervomayskaya St., Maykop 385000, Russian Federation), ORCID: https://orcid.org/0000-0003-4626-5947, Scopus ID: 56819006800, nady_i@bk.ru

Contribution of the authors:

I. V. Kireeva ‒ development of the concept of the article; collection and analysis of empirical data; preparation of a case study on Dagestan; preparation of the initial version of the text; revision of the text.

E. S. Kukva ‒ development of the concept of the article; collection and analysis of empirical data; preparation of a case study on Kabardino-Balkaria; preparation of the initial version of the text.

S. A. Lyausheva ‒ development of the concept of the article; collection and analysis of empirical data; preparation of a case on Adygea; finalization of the text.

Z. A. Zhade ‒ developing the concept of the article; preparing a case on Adygea; finalization of the text.

N. A. Ilyinova ‒ development of the concept of the article; collection and analysis of empirical data; preparation of a case study on Kabardino-Balkaria.

Availability of data and materials. The datasets used and/or analyzed during the current study are available from the authors on reasonable request.

The authors have read and approved the final manuscript

Submitted 17.01.2024; revised 26.02.2024; accepted 06.03.2024.