Representation of the image of Russia and Central Europe in the British press. The impact of media on intercultural communication in global context

¹ University of Zilina, Institute of Lifelong Learning, Univerzitna 1, 010 26 Zilina, Slovakia
² University of Zilina, Institute of Lifelong Learning, Univerzitna 1, 010 26 Zilina, Slovakia
³ University of Zilina, Institute of Lifelong Learning, Univerzitna 1, 010 26 Zilina, Slovakia

^* Corresponding author: silvia.polakova@uniza.sk

Abstract

Research background: Twenty-first century’s sees strong globalization trends in which mass media play crucial role in shaping public opinion which might saliently impact intercultural communication on the international level.

Purpose of the article: This paper focuses on the representation of the image of Russia and Central and Eastern Europe in the British press and, besides, it sets out the role of stereotyping in intercultural communication. The article writers assume that the stereotypes play pivotal role in image shaping of a country in the media. Above all, the most efficient way to not stereotype is a straightforward communication of the participants alongside with the knowledge of the participant’s background, i. e. cultural knowledge.

Drawing on the information from the British press, Russia, Central as well as Eastern Europe appears not solely as a geographical region. On the contrary, despite the fast economic, social and political development, its image abroad is still predominantly negative.

Methods: The paper, in conjunction with the cultural linguistics and cognitive approach, reveals the range of metaphorical expressions, in particular cognitive aspect of metaphors used by British journalists, which, in turn form the image of Russia in the British press.

Findings & Value added: The paper suggests that the analysis of the image of country in the mass media might apply to the investigation of images of other countries as well as to comparative studies.