The Policy of Expanding the Country's Communication Sphere as a Brand in the Discourse on Russia's Social and Economic Development

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Abstract


The author of the article speaks about the impact of the investment rating on the image of the country and about the peculiarities of forming Russia's brand, comprising some stable non-material assets. The term 'Hallo-effect' is introduced as a positioning instrument used to strengthen the country's image affecting the situation in business and politics. The author also analyzes the problems, resulting from this, in the instruments of sociological measurement proper and the problems of social after-effects of these studies.


V L Mouzykant

Peoples' Friendship University of Russia

Author for correspondence.
Email: vmouzyka@mail.ru

Кафедра массовых коммуникаций; Российский университет дружбы народов; Peoples' Friendship University of Russia

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