Analysis of communication strategies and tools of Azerbaijani media resources in working with the Russian information space during the specified period

yhis article presents an analysis of the communication strategies and tools used by Azerbaijani media resources in interacting with the Russian information space during the specified period. The introduction justifies the relevance of the study, as cross-border information impact takes center stage in today’s globalized media environment. It emphasizes the importance of examining the peculiarities of perception and the formation of public opinion in the context of cross-cultural communications between Azerbaijan and Russia. The methodological section of the article is based on a comprehensive approach that combines methods of content analysis, comparative research, and syntactic analysis of media texts. Special attention is given to the data sample, which encompasses the main Azerbaijani news portals, as well as the methods of coding and systematizing the identified communication tools. This allows for the formation of a reliable basis for empirical analysis. The results section demonstrates that Azerbaijani media resources actively employ various strategies aimed at harmonizing their image and strengthening mutual understanding with the Russian audience. Trends have been identified towards the use of adaptive and strategic influence mechanisms, including those for positively presenting events, effectively using metaphorical symbolism, and employing rhetorical devices to create a trustworthy atmosphere. The study’s results indicate that the targeted construction of the information field based on cultural and historical factors contributes to the formation of a stable media representation of the parties.

communication strategies, tools, Azerbaijani media resources, Russian information space, modern science