Factors and mechanisms of influence on the perception of Azerbaijan by the Russian media audience through the prism of news agendas and analytical materials

this article examines the factors and mechanisms through which the Russian media audience perceives Azerbaijan via news agendas and analytical materials. The study is brought to relevance in the context of a changing geopolitical conjuncture and media landscape, where information becomes a strategic resource. The issue addressed in the paper lies in identifying the key elements that shape the image of Azerbaijan in the Russian media space, as well as in assessing the influence of information strategies on public consciousness. Methodologically, the study relies on a systematic analysis of news messages, content analysis of analytical materials, and qualitative interviews with experts in international relations and media communications. Special attention is paid to examining the structural features of information representation, the application of framing theory, and the agenda-setting effect, which together make it possible to trace the interrelation between media content and shifts in public perception. The choice of these methods is justified by their ability to comprehensively cover both the quantitative and qualitative aspects of the phenomenon under study. The results indicate that the impact of news agendas on forming the image of Azerbaijan is a multi-stage process, in which the selection of topics, linguistic constructions, and the visual accompaniment of materials play a key role. The analysis demonstrated that the utilization of concepts of national identity and history significantly amplifies the influence on the audience, reinforcing either positive or negative stereotypes. Particular importance is attached to the balance between objectivity and subjective interpretation, which is capable of altering the tone and receptivity of informational messages.

Azerbaijan, perception, media, news agendas, analytics