Abstract: The purpose of this study is to get an idea of the peculiarities of the perception of Serbia by the Russian media and to identify the linguistic and cultural features of its image created in the Russian media space. The scientific novelty of the study lies in the fact that no analysis of the linguistic characteristics of the image of Serbia in the Russian media has been carried out before in science. In particular, for the first time, based on the materials of the Russian media, the linguistic features of the creation of the image of Serbia and the main categories of the linguoculture of the Russian language used in this process are investigated. As a result of the study, the nature of Serbia's image reflected in the Russian media was not only determined, but also the main lexical techniques used in this process were identified. The purpose of this study is to get an idea of the peculiarities of the perception of Serbia by the Russian media and to identify the linguistic and cultural features of its image created in the Russian media space. The scientific novelty of the study lies in the fact that no analysis of the linguistic characteristics of the image of Serbia in the Russian media has been carried out before in science. In particular, for the first time, based on the materials of the Russian media, the linguistic features of the creation of the image of Serbia and the main categories of the linguoculture of the Russian language used in this process are investigated. As a result of the study, the nature of Serbia's image reflected in the Russian media was not only determined, but also the main lexical techniques used in this process were identified.