The Axiosphere of Territorial Identity in the Tourism Discourse of Transbaikalia and Ural

This study addresses pressing issues of regional identity, which are highly relevant in the digital age of cognitive warfare, propaganda, and disinformation. The aim of the work is to identify and analyze the value system of tourism discourse, using the Transbaikal Territory and the Urals as examples, and to characterize the mechanisms by which the value consciousness of the linguistic personality of this discourse is formed through the prism of its cultural identity. The objects of study are the publications “Transbaikalia: A Modern Guide” and “The Urals: A Modern Guide” from PressPass. The linguacultural approach, postulating the inseparable unity of language and culture has been applied in the research. Typological analysis allowed us to identify the empirical material and present it as a system of cultural and historical dominants. The authors relied on P. Nohr’s methodology, his concept of “places of memory”, as well as on J. Assmann’s views on local memory. The analysis of the empirical material has been carried out using lexical and statistical methods of corpus linguistics on the Sketch Engine platform. The fi ndings revealed that tourism media discourse taps into the linguistic identities of both content creators and consumers. On the one hand, it preserves and disseminates the local memory of the native land, while on the other, it fosters a national identity essential to society. The axiosphere of tourism discourse can be conceptualized as a three-tiered system possessing territorial distinctiveness and encompassing spiritual, moral, cultural, historical, and natural values. According to the lexical and statistical analysis conducted and the identifi cation of the most powerful vocabulary, the axiosphere of tourism discourse is directly linked to the specifi c features of the region’s historical development. In Transbaikalia, there was an infl ux of forced settlers, including Decembrists, the creation of a Transbaikal Cossack Host. In the Urals, the discovery of mineral deposits and industrial development of the territory occurred. A comparison of two diff erent regions of the Russian Federation – the Transbaikal Territory and the Ural Federal District – has allowed us to identify not only the symbolic capital of each unique territory but also to defi ne Russia’s unifying national values, which makes it possible to formulate the necessary categorical framework for further scientifi c research in the fi eld of national territorial marketing

Consciousness · Discourse analysis · Optimal distinctiveness theory · Sketch · Tourism · Education, Literature, Philosophy Research · Language, Communication, and Linguistic Studies · Sociopolitical Dynamics in Russia