Russian online media and social media in the context of the formation and transformation of the image of Azerbaijan among Runet users in 2000-2025

this article examines the role of Russian online media and social media in the formation and transformation of the image of Azerbaijan among Runet users during the period from 2000 to 2025. The study analyzed publications and comments concerning the political, cultural, and economic aspects that contribute to the formation of a dichotomous image of the country. The aim of the research is to identify the key factors influencing the perception of Azerbaijan by Russian media and audiences, as well as to determine the mechanisms through which public opinion is transformed under the influence of information technologies. The methodological framework of the study includes a combination of qualitative and quantitative methods. The research utilized content analysis, network analysis, and comparative analysis of publications, which allowed tracing the dynamics of the formation of Azerbaijan’s image in the information space. Data were collected from the archives of online media and social media platforms, ensuring the representativeness of the sample. The obtained results show that the information strategy of Russian online media often tends to present Azerbaijan in a negative or contradictory light, which is determined by both geopolitical interests and the internal socio-cultural biases of the audience. Data analysis indicates that in recent years there has been a change in the nature of informational impact – from the dominance of negative narratives to a more balanced approach, which positively affects the overall perception of the country. Discussion of the results leads to the conclusion regarding the significant influence of the media on the formation of public opinion, as well as the necessity for further research on the mechanisms of informational influence in an intercultural context. The work contributes to the understanding of communication strategies in the digital technology era and holds practical value for professionals in the fields of mediation and political science, influencing the formation of their own policies in the information sphere.

online media, social media, formation, image of Azerbaijan, Runet