Russia’s Image Formation by Media Channels: A Case Study of Measurement

The objective of this study is to measure the image of Russia formed by RT and BBC, to compare the results of the traditional and of the content-analysis.Data and methodology: the traditional and the content-analysis of the BBC and of the RT text documents connecting to the Jamahiriya falling from 15.02.2011 to 10.03.2012; within the framework of the content-analysis — correlation-regression analysis. The reliability of statistical connection was checked up by means of the F-test.Results. According to the content-analysis in both RT and BBC Russia is associated with a system of concepts symbolizing power and strength in international relations and is not associated with democracy or authoritarianism in any way. According to the traditional analysis in RT Russia is a strong power that shares the values of democracy and is ready to fight authoritarianism at the cost of renouncing its own interests. In BBC Russia is a weak international relations actor, unable to deal with the development of its own consistent foreign policy, inclined to support authoritarianism, but forced to give up NATO’s authority.Conclusion: the researcher’s subjectivity greatly distorts the overall picture, and content-analysis allows for more objective results. Or the tendentiousness of media channels in forming the image of Russia is realized by selective coverage of significant events. Within the framework of the materials themselves, held in the style of objective judgment, it does not manifest itself in any way.