New communication trends in Serbian and Albanian Media in the Era of the Covid-19 pandemic as an effective means of shaping the Image of Russia in the Balkans 2020-2021.

Kunich Zvjezdan ORCID: 0000-0003-0582-5450 Lecturer, Department of English as a Second Language, Moscow State Linguistic University 119034, Russia, Moskva oblast', g. Moscow, ul. Ostozhenka, 38 str.1, kab. 59 zvjezdan@mail.ru Other publications by this author

Mahmutaj Blerina ORCID: 0000-0001-8235-3325 Applicant, Department of Theory and History and Journalism, Peoples' Friendship University of Russia 117198, Russia, g. Moscow, ul. Miklukho-Maklaya, 6, of. 544 bleri23bleri@gmail.com

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Introduction

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The relevance of the article lies in the fact that it examines the features of the image of Russia in the context of trends in 2020-2021, which have a significant impact on its formation. The work also determines the appearance of this image presented by the Albanian and Serbian media. Given that the Balkans traditionally represent geopolitical interests for Russia, it is important to make a comprehensive analysis of the image of the state in the regional media � especially since this topic is poorly studied in modern science.

It is important to note that the study of the specifics of the image of the Russian Federation in the mass media of other states is of great importance for modern history, as it contributes to the formation of international communication, contributes to understanding how intercultural relations were formed between such significant regions as Russia and the Balkans. Based on the facts, an idea is created in the minds of the Balkan people about Russia, its political leader and the Russian people.

���� To achieve this research goal , it is necessary to solve the following tasks:

� identify the concepts of the image of the country and the image of the state;

� identify the distinctive features of Russia's image in the Balkans;

� identify new trends in the media of the Balkan region;

� analyze the influence of the West on the formation of the image of the Russian Federation in popular Serbian and Albanian media;

� identify the realities of Russia in the Balkan media space in the era of 2020-2021.

The object of the study is the linguistic features of the image of Russia in the media of Serbia and Albania in the era of Covid-19.

The subject of the study is the specifics of Russia's image on the pages of the most popular Serbian and Albanian media.

The material of the article was articles from the Internet resources "Balkan Insight", "Blic", "BIRN" for 2021.

In the process of creating the article, such research methods as content analysis, text analysis, contextual analysis, linguistic and cultural analysis were used.

The theoretical basis for the research was the literature: G. A. Asonova, E. N. Bogdan, E. L. Loshakova, E. A. Zozuli, A. Yu. Lonskaya, V. L. Bozadzhieva, devoted to the problems of the formation of the image of Russia in the international arena, the problems of modern media, the study of political, historical and cultural images of the Russian Federation and the Russian people, as well as general issues of political journalism.

The practical significance of the article seems to be that the specifics of the formation of the image of Russia in the Balkans is not characterized by a high degree of study, despite the fact that studies of the media image of Russia in the Balkans are relevant and important. In addition, the materials of this study can be used for educational purposes: for example, as materials for training future specialists in such disciplines as international journalism, international relations, linguistics, etc.

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The main part

The role of the media in modern life can be described as one of the leading ones, since they have an important impact on the life of a person, society, and the state. They contribute to the formation of a certain opinion of society on a number of issues, influence public policy, can be used as a powerful tool of pressure, as well as as a way to create a positive and necessary image of the state in the international arena or negative and stereotypical about other states.

Given the high degree of prevalence of information wars and the intensification of the rivalry of world states for spheres of influence in the modern world, it is necessary to emphasize the actualization of the issues of the formation of the image of the state abroad. It is also important to point out the complexity that accompanies the issue of creating a media image of the state: this is its inherent subjectivity, since the image is formed through the prism of the personal attitude of a foreign state or its residents ^{[3, p. 305]}.

Under the state image, it is customary to understand the desire of this state to formulate a stable and positive attitude towards itself on the part of foreign states and on the part of its population. This formulation refers to the foreign policy image, however, the domestic political image is also distinguished when the population of the state itself is the object of influence ^{[7, 113]}.

The most important component of the image of the state is the media image, which is difficult to intentionally and consistently create, since it is an extremely complex process, where the ideological attitudes of both the author of the text and its recipient are of key importance. The process of changing the features of the worldview is extremely complex, complex and requires significant resources. The process of forming a media image is carried out by all types of media, but the leading role is played by Internet media, which have the most effective and diverse resources of influence.�

The process of forming a foreign policy image is implemented by the media ^{[4, p. 52]}, which have a complex impact on the perception of certain events by citizens. Moreover, it is important that as many media outlets as possible share the same position about the event they cover: this way the recipient will have a multilateral influence, and besides, he himself will be more inclined to trust such information ^{[9, p. 25]}.

Thus, the image of the state is a set of ideas about it, which is formed, as a rule, by the population under the influence of numerous factors � in particular, the media. At the same time, the population can both live on the territory of this state and be a representative of a foreign state ^{[6, p. 101]}.

Touching upon the linguistic role in the specifics of the image in the mass media, it is necessary to take into account the role played by the media in the formation and modification of the mentality of a person or people ^{[10, p. 746]}.

In today's media-dominated world, language and people are dependent on each other. The image in the media should reflect not only the opinion of the journalist, the publication or the publication customer, but also meet the expectations of society and be formed with the help of an up-to-date language accessible to the addressees.

The image has not only informational, but also communicative origin. It is formed in a lively dialogue between society and the media.

Print media, radio and television, social networks, video hosting, Internet media are the main information resources for modern society, therefore their value in the process of forming reality becomes decisive. The researchers note that there is steady progress in the development of modern technologies that influence the mass media, society and its worldview, the policies of states and the images of their leaders ^{[1, p. 2]}.

The image in modern mass media, or media image, is defined by researchers as a way of perceiving real events, which is transmitted to an individual through the media space ^{[2, p. 124]}.

It is important to take into account the fact that the image created in the media space can be fake, have a propagandistic, manipulative nature, as well as a rather superficial connection with real reality and can take the form of a simulacrum in human perception ^{[8, p. 117]}

Fake images in modern mass media can become "a powerful factor of "soft power" or an instrument of effective diplomacy" ^{[5, p. 22]}

Russia is regarded as a popular object of media communications � largely due to its active international policy, strategic potential, scientific and cultural achievements, historical past and geographical location.

The favorable image of the Russian Federation in 2020 was influenced by the creation of a vaccine against Covid 19 � Sputnik-V. The mention of this vaccine by many media outlets in Albania and Serbia contributed to improving the perception of the population of these states about Russia.

Here are examples of headlines of articles in the media of the Balkan region devoted to the Russian vaccine Sputnik-V:

Slede?e sedmice u Srpsku sti?u nove doze RUSKE VAKCINE. / New doses of the Russian vaccine will arrive in Serbia next week. (here and further the translation is made by the author of the article. � M. B.). [Blic 02.04.2021].

Gr?ki ministar turizma: Za ulazak u Gr?ku ili test ili vakcinacija, priznajemo i RUSKU VAKCINU. / Minister of Tourism of Greece: to enter Greece, either a test or vaccination, we also recognize the Russian vaccine. [Blic 03/17/2021].

KONA?NO KRAJ ?EKANJU Stiglo 250.000 vakcina "Sputnjik V" na Torlak. / Finally, the end of the queue. 250,000 vaccines against Sputnik-V have arrived, according to the Institute of Virology, Vaccines and Serums "Torlak" [Blic 17.10.2021].

"NAJBEZBEDNIJA I NAJEFIKASNIJA" Putin: Nema nijednog smrtnog slu?aja nakon ruske vakcine. // "The safest and most effective". Putin: there are no deaths after the Russian vaccine [Blic 04.06.2021].

The constant duplication of the phrase Russian vaccine contributed to the formation of an effective positive image of Russia in the Balkans.

�A distinctive feature of the image of the Russian Federation in the materials of the Serbian edition of Blic is that the President of the Russian Federation V.V. Putin appears on the pages of this publication as a political defender of his country and its allies, one of which is the Republic of Serbia: Ruska vre?a bez dna: Putin ne ?ali pare za svog jedinog saveznika. / Bottomless Russian Bag: Putin spares no money for his ally. [Blic 01.08.2021]

"U DONBASU ?E ZAVLADATI MIR ZAHVALJUJU?I RUSIJI" Putin ponovo tvrdi: Bili smo primorani na ovu vojnu operaciju. // "Peace will reign in Donbass thanks to Russia," Putin declares again: we were forced to this military operation [04/20/2022].

"IZDR?ALI SMO PRITISAK BEZ PRESEDANA" Oglasio se Putin o sankcijama zapada: To je autogol. // "We have experienced unprecedented pressure" Inclusion in the list of Western sanctions of Putin is a goal in their own goal [Blic 04/18/2022]

The image of Russia in Serbia was formed in the context of the most important European and world events and incidents of 2021, among which one can especially highlight the crisis in Afghanistan, vaccination against COVID-19, the construction of Nord Stream-2.

Let's look at how information about Russia is visualized in the Serbian media. Namely, in a Serbian newspaper, an article titled: �Inovski polar bears shine in Moscow: Russia lives in the snow with the original New Year's decoration / Giant polar bears are shining in Moscow: Russians are enjoying a walk in the snow with original Christmas decorations! [Kurir from 12/30/2020]

This publication has created a positive image of Russia as a country that supports its people during the difficult period of the pandemic, a country that honors holidays and traditions.

The realization of a positive image of Russia and its president in the media space of the Republic of Serbia is facilitated not only by the rooting in the minds of recipients of historical and social information about one of the main Serbian political allies, but also by mutually beneficial ties between these states.

On one of the popular portals, a live broadcast of an online conference on the topic "The image of Russia in the media of the Balkans during the pandemic" took place, in which an expert on Serbian mass media, a correspondent of the portal "Novi Standard" Andrey Tsvianovich participated.

Russian assistance provided by the state of Serbia is viewed positively by local media. No such reports were found, where the opinion was expressed that Russia's assistance is a lever for controlling Serbia. This action was perceived by the people as charity. [Gorchakov Foundation Internet portal, 05/21/2020]

However, there are also negative features in the image of the Russian Federation in the Serbian media.� Often negative trends appear on the pages of those publications in which journalists publish anti-Russian materials, referring to other Western media. Now it is necessary to touch upon the influence of pro-Western media on the formation of Russia's image in the Balkan region. This role is very significant, and needs a detailed analysis. It is necessary to understand how pro-Western tendencies appeared in the Balkan region.

Starting a conversation about Western influence in the Balkans, it should be borne in mind that a significant amount of media in the region is owned by the United Group conglomerate, among whose major shareholders for a long time was the former director of the US Central Intelligence Agency David Petraeus.

This organization has at its disposal 49% of the shares of the main information Internet portal of Serbia Blic.rs . Quotes from which we used earlier to display the image of Russia in the materials of popular media in the Balkan region. In addition to this portal, United Group has launched a new Newmax Adria channel on television in Serbia, Bosnia and Herzegovina, Croatia, Macedonia, Slovenia and Montenegro, which produces daily news programs and programs similar in subject matter to those shown on US cable television.

In particular, the United Group publishes the Nova newspaper in Serbia, which positions itself as an independent and objective publication. The United Group Corporation also owns the N1 TV channel, which is considered the foreign branch of the American CNN TV channel in the Balkan region.

It is obvious that with such a variety of media related to the United States, the promotion of pro-Western anti-Russian tendencies in the local information space is not difficult for interested parties.

In addition to the traditional media, the Balkan Investigative Journalism Network (BIRN) exists in the media space of the Balkans, it is used to promote anti-Russian theses in the region.

BIRN consists of a variety of non-governmental organizations that promote freedom of speech, human rights and democratic values in Southern and Eastern Europe.� Often, the emotional presentation when publishing articles that contain propaganda of such values is anti-Russian in nature.

The main headquarters of the organization are located in Bosnia and Herzegovina, and its main branches operate in Albania, Kosovo, Northern Macedonia, Romania and Serbia.

The sponsors of this network are organizations banned in the Russian Federation, such as the American Foundation National Endowment for Democracy, as well as branches of the Soros Foundation "Open Society". This indicates intensive anti-Russian propaganda in the publications of journalists who work in this network.

It should be noted that the main source of the BIRN network is the online publication Balkan Insight, which is particularly notable for its negative impact on the image of Russia in Serbia.

And earlier the material was published on the portal: Bosnia must resist Russia's cultivation of far-right extremists. / Bosnia must resist Russia's cultivation of far-right extremists. [08/26/2021, BalkanInsight]

In addition, since 2010, the Balkan Network has been organizing Summer Schools of Investigative Journalism: The BIRN Summer School of Investigative Reporting works to enhance the reporting skills and journalistic standards of journalists from the Balkans and beyond, training 20 journalists from the Balkan region and 10 international journalists each year / BIRN Summer School of Investigative Journalism is working to improve reporting skills and journalistic standards of journalists from the Balkans and beyond, annually training 20 journalists from the Balkan region and 10 international journalists [Birn, November 2010].���

Given the specifics of the materials published in the publication Balkan Insight, it is not difficult to guess what views future journalists are taught at this event.

As for Albania, pro-Western tendencies towards Russia are also actively developing here. An illustrative example is when, in January 2021, a Russian diplomat was expelled from the country due to violations of anti-covid measures.

�When searching for materials for the article, we faced the problem of a limited number of publications about Russia in the Albanian media. We managed to find only a few news stories about emergencies in Russia. News was also published about the transfer of humanitarian supplies to Serbia by Russia, but due to the fact that relations between Albania and Serbia are at a critically low level, these news reports had a negative connotation. Russia has no informational influence on Albania, where pro-Russian media or branches of Russian media (for example, RT or Sputnik) are not represented.

Edi Rama, the Albanian Prime Minister in Tirana, in his interview in the newspaper Kommersant, said that relations with Russia have no meaning for Albania.

According to Edi Ram, Albania is one of the few states in the world that does not actually interact with the Russian Federation in any way � either through diplomatic channels or through negotiation platforms. The Prime Minister also noted that in the coming years Albania is unlikely to reconsider its attitude towards the Russian Federation and change its anti-Russian rhetoric.

The Albanian politician also pointed out that the course of continuing European integration is a priority for a state that seeks to obtain EU membership. In this sense, Albania fully shares the anti-Russian policy of the integration association and the generally negative attitude towards the Russian Federation [Kommersant. 26.02.2020].

�This interview clearly explains the limited number of publications about Russia in the Albanian media space.

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Conclusion

So, having analyzed the media of the Balkan region, we have solved several of the tasks set in this article, which concerns the realities in which relations between Russia and the Balkans were in 2020- 2021 and the influence of the West on the formation of Russia's image in the Balkans, as well as the emergence of new trends in the media of Serbia and Albania.

Serbia and Albania are states sharing diametrically different views towards Russia, and in the context of COVID-19, this polarization has only intensified. Serbian media often publish information related to Russia, as states actively cooperate with each other in a number of areas. In addition, the historical past of both states also plays a role. In fact, Russia is not represented in the Albanian media, and the available information is often negative. Also, Russian media are not represented in the state.

Therefore, in general, Russia failed to create a strong positive image in the Balkans in the era of the Covid-19 pandemic. Also in the article we have formulated in detail the concept of the image of the state and the country in order to understand the importance of these definitions for further research in the field of international journalism. The analysis carried out actualizes the need for Russia to improve the tools for promoting its image in the Balkans, which traditionally fall within the sphere of state interests.