The dream of the hardware superpower and the realities of the new world; the historical perception of branding and the national image of Russia in Iran
Subject Areas : Russia
1 - Azad University Islmiac Zahdan
Keywords: Iran, Russia, image, branding, national,
Abstract :
The perception of a nation's image by foreign audiences has a historical, cultural, political and international background. Russia with thousands of years of history and identity is a good case for study. The paper examines the image and brand of Russia in today's world with an emphasis on Iran and it is using a descriptive-analytical method with describing the concept of nation branding and nation image making. The main question of paper is How Russia's image in Iran perceived? To answer the question, the paper emphasis that image of Russia in the regional and international environment, including Iran, is a negative image, partly based on a massive media advertising campaign in the West and partly is based on historical reasons. In other hands, part of this negative image came from the dreaming of the superpower by Russia and also bullying of the closed ring of Russian oligarchy politicians and elites for other countries, which is the legacy of the Soviet government. Accordingly, the brand and image of Russia between civil society in Iran and the West (apart from the discussion of governments) are common on the basis of historical and political reasons, and this image was and is negative and dark. The main factor behind this negative image of Russia in Iran is history.
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