The Image of Region in Ordinary Language Consciousness of its Residents (on an Example of an Image of Kuzbass)

The article solves a topical problem, i.e. it develops the idea about the relevance of the psycholinguistic techniques’ usage in the image-building and branding of the regions. In particular it develops the thesis that an initial point of the region successful image’s formation is the studying of its image existing in the ordinary language consciousness of its residents and then and in the consciousness of other regions’ residents. Such psycholinguistic researches will give an opportunity to define strong and weak points of the regions in the consciousness of a mass audience. In other words they will let reveal and neutralize risk factors which can negatively affect the region’s image and define characteristics which will become a basis for successful region’s self-presentation. In order to demonstrate the efficiency of psycholinguistic techniques’ application in the studying of the territory’s representation the image of Kuzbass is described. Kuzbass is one of the strategically significant regions of Russia. In the course of the research an experimental psycholinguistic technique was used, including three complementary procedures: 1) а method of subjective definitions; 2) the directed associative experiment; 3) a method of non-complete sentences. The analysis has shown that the kernel of Kuzbass’s image is formed by three semantic groups: «Homeland», «Territory» and «Coal». The named groups are reflected both in the knowledge about the region and in the differently ranked concepts and evaluations which proves their fundamental character. It is also necessary to note that positive evaluations prevail which shows that the doubtless positive attitude of the residents to native region dominates. The developed coal industry and the positive personal attitude to the region can become meaningful points for an effective Kuzbass brand development. Nevertheless, negative issues are also reflected in the reactions, such as problems in social and recreational areas which should be paid attention to while working on the positive image of Kuzbass.