РЕСУРСНЫЙ ПОТЕНЦИАЛ РЕГИОНАЛЬНЫХ МЕДИА В СФЕРЕ ОБЩЕСТВЕННОЙ ДИПЛОМАТИИ (НА ПРИМЕРЕ САРАТОВСКОЙ ОБЛАСТИ)

Results of the analysis of leading Saratov region mass media stories covering interethnic and inter-faith relationsб as well as the region and its interaction with the bordering country Republic of Kazakhstan are presented in the article. The abovementioned issues are analyzed within the context of public diplomacy discourse - the role of mass media in shaping favorable external image of Russia among the people of near-abroad countries is shown. Content-analysis and elements of W. Benoit’s functional theory of media texts analysis constituted methodological ground of the research. The authors came to the conclusion that nowadays, in Saratov region, a so-called “foreign” area of focus of mass media is rather underdeveloped that necessitates efforts to organize and conduct special events aiming at promotion and development of expert discussion of the issues and widening relevant media agenda and discourse. Regional media resource potential allows us to consider media institutions as instruments to promote interests and reinforce positions of both Saratov region and Russia abroad. In order to achieve this goal, it seems necessary to provide a background for further training and upgrading qualifications of local and regional journalists, to create infrastructure pertinent to this, including the system of grant support and motivation of mass media.