The image of Serbia in the Russian media in terms of language techniques and its impact on bilateral relations between the two states in the era of the Covid-19 pandemic (2020-2022)

Introduction

The topic chosen for the study has a high degree of relevance, since modern media have a significant impact on the specifics of their recipients' perception of the phenomena occurring in the world.  A comprehensive understanding of the features of linguistic tools used by the media makes it possible to identify the role of linguistics in the media space, which has a key impact on public opinion.

In addition, the analyzed features of Serbia's image, presented on the pages of the Russian media, affect the specifics of bilateral relations. The Russian media often pay attention to Serbia, as the states have active bilateral relations, which are characterized by positive dynamics of development and the presence of a significant number of areas in which cooperation is observed between them.

Serbia is an important ally of Russia, which indicates the need to study the specifics of their relations, including on the basis of Russian media materials. It is important to note that the study of the specifics of the image of the state in the mass media of other countries is essential for modern linguistics, since it contributes to the development of intercultural communication, helps to understand on the basis of which facts of Russian linguoculture an idea of Serbia is created in other linguistic and cultural paradigms, contributes to the "study of the linguistic picture of the world". In addition, it is important to determine how significantly the Russian media influence the formation of a positive image of Serbia for the population of the Russian Federation, or there is reason to believe that the image of Serbia formed by the media is solely the influence of public expectations and preferences.

The objectives of the study are presented as follows:

· Consider the specifics of imagery formed within the framework of linguistics;

·                   To determine the linguistic features of the formation of the image of Serbia on the pages of the Russian media;

·                    To study the realities of the Russian linguistic system within which the image of Serbia is being formed;

·                   To identify the role of linguoculture in the process of forming the image of Serbia.

The object of the study is the linguistic features of the formation of the image of Serbia on the pages of the Russian media.

The subject, in turn, is expressed by the specifics of Serbia's image formed in the Russian media and its influence on international relations.

The material of the article was published by major Russian media: RIA Novosti, Vedomosti, Kommersant, Izvestia, TASS, RBC and a number of others, chronologically limited to the period of the COVID-19 pandemic (2020-2022).

An important role in writing the work was played by the use of such research methods as observation, content analysis, text analysis, contextual analysis, linguistic and cultural analysis.

The theoretical basis of the research is the works of A. Bayer, V. N. Belousov, V.V. Vinogradov, N. E. Gadjiakhmedov, T. V. Gamaley, K. V. Zavialova, A.Yu. Lanskaya, L. V. Matveeva, I. N. Panarina, I. S. Semenko, L. N. Fedoseeva, which are devoted to the issue of imagery in literature, linguistics, Russian language and journalism.

As for the practical significance of the research, it can be stated that its results can be used in the course of educational training in such areas as the Russian language, linguoculturology, linguistics and journalism.

The main part

In the media, the phenomenon of imagery is of key importance, since it acts as one of the most common tools for constructing not only the characteristics of the event in question, but also the attitude of a person to it, that is, it makes it possible to manipulate his opinion. Many scientific disciplines (linguistics, journalism, etc.) are engaged in the study of imagery in the media.

In this sense, such a concept as "image" or "image" also becomes extremely important [Belousov, 2010].  In the traditional aspect, this term refers to a set of artistic characteristics that give a subject a certain aesthetic meaning and allow it to influence other subjects. It does not always correspond to the real characteristics and properties of its object, but it allows you to transfer the whole complex of necessary features and properties of this object to wide groups, forming a certain attitude towards this object. In this process, the interests of the persons constructing the image acquire key importance, because it is they who determine its key characteristics [Sharafutdinova, 2011].

The image largely depends on the features of the construction of the text and its content, since it is through the text component that various properties of the image are manifested – aesthetic, motivating, stylistic. In addition, the image is a reflection of how a particular author perceives a particular event or reality, also acting as the author of the context of the text and its main idea. It has a significant influence on the formation of the image and ensures its functioning [Vinogradov, 1971].

The famous Soviet researcher V. V. Vinogradov also argues that the main properties of imagery are manifested through various features of the text [Vinogradov, 1977]: they are transmitted through the meaning that the author assigns to words in the text; they are expressed through pictorial means; they are achieved through the figurative meaning of textual information. The linguist also repeatedly emphasizes that imagery has the following characteristics: 1) it is embodied in practice through the metaphorical meaning of the language means used; 2) its study should be carried out in the metaphorical meaning in which it is presented; 3) the semantic content of textual information that conveys a figurative meaning.

Modern specialists in the field of linguistics are confident that the study of images created by various media has no special structural differences from the study of images presented in literature and linguistics, due to the fact that journalism has a large number of common features with literature, linguistics and the terminological base used in them [Kim, 2001].

The characteristic of imagery in the media space, which linguistic science offers us, is to study the overall scale of the influence that the media has on the socio-political life of society and the state [Strelchuk, Lonskaya, 2018].

The most important characteristic of modern media is their high degree of dependence on society, since the information published in them is not only the result of the position and point of view of a particular journalist, but also the result of public influence and his expectations. In addition, the expression of opinion takes place with the help of such tools that make the perception of information by society accessible and understandable to him.

Today, the process of obtaining information has significantly transformed, and digital technologies play a leading role in it, which increase the scale of this process and the degree of its impact on public life. In this context, the images created by the media acquire a fundamentally new and important meaning, as the relationship between the media sphere and public opinion deepens, becoming more solid. Basically, this concerns the attitude of the public to the political life of the state both in the internal and external dimensions [Asonova, 2017], and the media image becomes a reflection of the new reality. The main characteristic of this phenomenon should be considered its inherent documentalism, that is, imagery in the media is filled with reliable facts and information, which makes it a reliable source of information.

However, this does not mean that any image created in the media space should be considered reliable, because the effectiveness of their use by the subject for propaganda, manipulation is obvious, and may also contain fake information or have nothing to do with real events, which can be used to disinform society [Lonskaya, 2018]. The effectiveness of using such methods of working with information in the interests of the state's foreign policy or its "soft power" is also obvious.

Thus, studies of the peculiarities of the image in the domestic scientific sphere show that it is a set of events, phenomena, facts that are influenced by ideological, political and social values.

It is also worth noting that for the modern specifics of the world, which is characterized by the dominance of information processes and a high degree of digitalization of society, the media play a key role in shaping the attitude of the population to events taking place in the world [Fedoseeva, 2010]. However, at the same time, the influence of the public on the media is also observed, often forcing them to reflect their expectations and points of view [Lonskaya, 2017].

Interstate relations are also influenced by the media, which can both form a positive attitude towards a country and significantly criticize it, forming a so-called "enemy image" among the population, or, conversely, form a positive attitude towards the state, a sense of closeness to it.

As for Serbia and its relations with Russia, there is a high degree of friendliness, readiness for cooperation and constant dialogue in the relations between these two states. It is worth noting that their bilateral relations have a rich history and throughout their existence have been characterized by positive dynamics and a desire for close and deep cooperation. For this reason, the attitude of the peoples of both states to each other should also be considered close and strong. Such a course of history and the quality of bilateral relations has a decisive influence on the specifics of the demonstration of the image of Serbia by the Russian media, which should be considered positive.

 In their context, one can often hear such characteristics as "fraternal peoples", "strategic partners", "main allies", "Serbia is grateful", etc. States rarely criticize each other in the international arena, develop bilateral relations and are generally optimistic about each other. In particular, the pages of the Russian media contain the following theses:Vucic thanked Russia for its support in protecting the integrity and independence of Serbia and its state and national interests. [Parliamentary Newspaper, 08.02.2022];The Serbs once again demonstrate their sincere love for fraternal Russia [Rossiyskaya Gazeta, 13.02.2022];Russian Ambassador: "Moscow will always support the Serbs" [PolitNavigator, 11.02.2022];Matvienko: Serbia is a model of steadfastness for Russia in defending sovereignty [Tass, 02/15/2022];On February 14, Russian President Vladimir Putin sent a telegram to his Serbian counterpart Alexander Vucic congratulating him on the occasion of Serbia's Statehood Day. The telegram emphasizes that relations between Serbia and Russia are developing dynamically, in the spirit of strategic partnership [02/14/2022];This is the most important meeting for me. I would like to express my great gratitude and appreciation for the support of the territorial integrity and sovereignty of Serbia," Vucic told Putin [Life. 25.11.2021]; The interaction of the Assembly, the State Duma and the Federation Council will remain at an unprecedented high level even after the elections, Serbian MP Jovan Palic is sure. The Parliaments of Serbia and Russia will remain best friends [Parliamentary Newspaper, 02.06.2021]

Such emotionally colored vocabulary effectively affects the formation of a positive image of Serbia in the minds of representatives of Russian society. The recipient of such information, in turn, gets an idea of the state as a loyal and reliable ally who can be trusted and who really values Russia, and historical and socio-cultural knowledge about Serbia, Russia's most important and most loyal ally and partner, takes root in his mind.

Recent Russian media publications concerning Serbia and its relations with Russia are also of an economic nature and are related to Serbia's purchases of Russian weapons, natural gas, etc. At the same time, the exceptional importance of such economic contacts is emphasized:Brnabic stressed that she expects further intensification of economic cooperation, as well as visits by officials of the two countries, and expressed confidence that the Chairman of the Government of the Russian Federation Mishustin will soon visit Serbia [IA Krasnaya Vesna, 02.02.2022];The Serbian Minister stated the need to develop relations with the regions of Russia [Parliamentary Newspaper, 15.01.2022];Serbia plans to sign an agreement with Russia on the purchase of 1 million doses of the Sputnik Lite coronavirus vaccine (RBC, 12.12.2021). To denote negotiations on the price of Russian gas, the Russian media used the phrase of V. V. Putin as the titleWe'll make a deal. After successful negotiations, at which the parties agreed to keep the same prices, news stories came out, where Serbia's gratitude for such a gesture of Russia was emphasized:According to the Serbian president, the head of the Serbian gas company jumped for joy when he learned about Russia's consent to the previous conditions (RBC, 11/25/2021).

 Other words of the Serbian President were also quoted:President Putin helped us a lot. He agreed to extend the contract on the same terms in the midst of the energy crisis. That was my guess. He agreed with him, and this is a fair decision. The Russian media also actively emphasize that Serbia understands Russia's exceptional role in the gas market and is trying to convince the rest of Europe of this:Russians have a problem they don't talk about. Namely, they are trying to squeeze them out politically so that they do not have gas in Europe (RBC, 11/29/2021).

The image of Serbia, which relies heavily on Russia militarily, is being constructed in the Russian media:  The European Parliament expresses concern about Serbia's close political and military cooperation with Russia [Red Spring, 11/22/2021];Today, the Serbian army is much stronger than it was before, including thanks to the huge support and assistance that we received from Russian President Vladimir Putin [Parliamentary Newspaper, 11/14/2021];Many times we received help and support – armored vehicles, tanks. We also conducted exceptional exercises, and we have excellent military cooperation with Russia, this is no secret," Vucic says [RT, 11/14/2021]. The recipient also receives information from the Russian media that Russia is responsible for the fate of Serbia and considers it its duty to ensure its protection:Serbia's defense capability depends on Russia's reaction, Zakharova said (RIA Novosti, 4.01.2022); Zakharova warned the United States and NATO that Russia had been defending Serbia for 200 years [RIA Novosti, 4.01.2022]. Moreover, the image of Serbia in the media makes the recipient understand that such cooperation is associated with a negative reaction from the West:The European Parliament expresses concern about Serbia's close political and military cooperation with Russia [Red Spring, 11/22/2021].

The media also emphasizes that the parties value each other and are interested in a political dialogue. Serbia is presented as a strong and reliable ally of Russia, which will not betray it. To do this, various language techniques are used, but mainly expressions such as "friendship", "gratitude", "hope for cooperation", "trust"

For example, the titlePutin expressed hope for the continuation of a constructive dialogue with Serbia (RIA Novosti, 12/30/2021);Vucic noted that relations between Moscow and Belgrade are based on mutual understanding and trust [Parliamentary Newspaper, 08.02.2022]. In addition, the Russian media emphasize the complexity of the situation in the Balkans and try to show that Serbia needs Russia to strengthen its position. Serbia is also actively supporting a Russian–made vaccine, Sputnik V. The state not only notes its high efficiency and declares its intentions to agree on increased supplies, but also plans to open its production on its territory, about which fruitful negotiations were conducted:We are negotiating with the Gamalei Center on the production of Sputnik Light (Vedomosti, 31.12.2021).

Thus, it can be summed up that the Russian media have a positive attitude towards Serbia. They show the state as a reliable partner who knows how to express gratitude and remember it, trying to give something in return. In relation to Serbia, words with a positive tone are used: reading such articles, a person gets an idea of Serbia as a fraternal country that is a reliable ally of Russia. However, most of the articles deal with economic relations between the two states, in which thoughts are expressed that Russia often makes concessions to Serbia and is sometimes ready to incur significant economic costs in order to help the state. However, in fact, there is always no expression of criticism of Serbia: instead, on the contrary, sincere gratitude of the state and readiness for such assistance to Russia is shown, for which it is not burdensome. 

Conclusion

Thus, in the course of the study, the following conclusions were made:

1. Imagery in linguistic science is a complex phenomenon, which is achieved through the use of various language tools and has a significant impact on the formation of the recipient's attitude to any phenomenon.

2.                 Within the framework of constructing the image of Serbia, the Russian media uses a wide variety of linguistic tools, among which it is possible to distinguish artistic means of expressiveness of language based on worldview, political, social and value orientations. The predominance of emotionally colored vocabulary (friendship, strategic partnership, reliable ally, fraternal peoples) forms the recipient's opinion that Serbia is a close, loyal, reliable partner of Russia.

3. The image of Serbia is constructed in the Russian media on the basis of the realities of Russian linguoculture. Much attention is paid to important political events of Russia's past and present, taking into account the historical context and realities of the time.

4.                The historical proximity of Russia and Serbia and the Russian and Serbian people creates a stable system of understanding and perception of Serbia in Russia, which is characterized by a positive perception of each other and identification of themselves in the context of historical development and the community of national, cultural and religious factors.

The perspective of the research lies in the relevance of studying the linguistic and cultural specifics of positive and negative images of Serbia on the state of Russian-Serbian relations, which are experiencing a qualitatively new stage in the current conditions of the modern system of international relations – especially in the context of the ongoing consequences of the COVID-19 pandemic.

The main conclusion of the study should be considered the definition of the exceptional role played by the domestic media in the formation of a positive image of Serbia among the Russian public. Thanks to the media, the population is able to see in a foreign country a friendly and even fraternal partner to our country, who, in the difficult conditions of the geopolitical confrontation between Russia and the West, maintains a loyal attitude to the Russian Federation.