Sociology of culture, social culture
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Reference:
Merenkov, A.A., Gomboeva, M.I. (2026). Cultural codes as the foundation for the symbolic construction of a PR-image in the sociocultural space. Man and Culture, 4, 163–182. . https://doi.org/10.25136/2409-8744.2026.4.80095
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Abstract:
The subject of this study is cultural codes as mechanisms for the symbolic construction of the PR image of a public communication subject within the sociocultural space. At the center of the analysis, public relations is viewed not as a set of applied promotional technologies, but as a deeper cultural process through which an organization, institution, brand, or individual acquires not only informational visibility but also a culturally recognizable form of presence. Particular attention is paid to how cultural codes link public messages to the collective experience of the audience, value differences, established symbolic expectations, and rules of interpretation. From this perspective, the PR image is viewed not as an external image shell and not as a simple sum of textual, visual, narrative, ritual, and behavioral elements, but as a cultural-semiotic construct through which the subject acquires a specific public role, a value position, and a symbolic right to speak. The methodological framework of this study is based on a cultural studies approach, a semiotic approach, an axiological interpretation, and the method of theoretical and conceptual modeling. The paper proposes an analytical model that allows us to trace how a cultural code takes the form of symbolic expression, enters a public text, and, through the audience’s interpretation, either solidifies or disintegrates as a PR image. The scientific novelty of this article lies in the fact that public relations is viewed as a practice of culturally shaping public subjectivity. It is demonstrated that a PR image is not merely the sum of text, visuals, narrative, ritual, and behavior. Rather, it constitutes a synthetic cultural form in which cultural code serves as the structuring principle. It is revealed that the key risks of public relations are associated not only with errors in the channel, strategy, or message, but also with violations of cultural logic: a conflict of registers in the actualization of the cultural code, the decorative use of cultural signs, contextually alien or inertial coding, as well as audience recoding. It is concluded that the cultural code serves as the internal mechanism for the semantic organization of PR communication, as it is precisely this code that transforms the subject’s informational presence into a publicly readable image.
Keywords:
public relations, cultural code, symbolic construction, sociocultural space, PR image, public subjectivity, cultural mediation, cultural semiotics, media culture, cultural legibility