Leading Global Cities In The Russian-Language Segment Of Internet: How Do They Look Like At The Beginning Of The 21st Century?

In the XXI century, the factors of the development of megacities are changing rapidly, the competitiveness of which increasingly depends on their image in different social environments. The purpose of the study is to identify main common features of the current image of the leading global cities (London, Paris, New York and Tokyo) in the Russian–language segment of the Internet (Runet). The research was based on a combination of methods of socio-economic geography, quantitative and qualitative methods of sociology. To reflect the objective reality of megacities, international statistics were used; to assess the role of Internet information resources influencing the formation of the image, the number of search queries in Runet and the context of publications about cities in social media were analyzed; to identify the configuration of the image, the data of a sociological survey were studied. It was revealed that the perception of megacities in Runet is based on a comparable volume of information flow in social networks (the number of published messages is 20 thousand per day for Paris and London, 15 thousand for New York, 4 thousand for Tokyo) and on similarity of publications’ context (2/5 are in the categories “entertainment” and “personality”). Despite certain limitations of the methods used and the relevance of the digital artifacts obtained, the image structure of the centers under consideration is characterized by the predominance of objective over subjective and cognitive (knowledge and ideas about “physical” givens) over affective (emotions, feelings, sensations) components with the key role of four collective categories: common features of large cities, idealized imagery of the country, prestigious urban locations and world architectural brands; as well as high stability in time and space. The continuation of research based on the proposed principles, while improving the methodology and involving cities of different classes, will contribute to the adaptation of foreign experience in designing of images of ambitious Russian cities in the face of new global challenges.