Neymatova, A.Y. Security and peacefulness as key components of a positive image of the state abroad.

Abstract: The international image of Russia is a relevant and highly replicated topic today. There are many interpretations of the concept “image of the country” and even more approaches to its formation. Confusion about how to improve Russia’s image abroad, and the problem of distinguishing the direction of supremacy (cultural, investment, or “safe”) leads to an imbalance and insolvency of the Russian image policy. In this article the author puts forward his own concept of favoring the perception of Russia abroad, based on Maslow’s pyramid of needs. A capacious category of «security» forms the basis of image pyramid and is a prerequisite for the formation of a successful and favorable international image of the country. Social, economic and cultural components are on the next levels. The basic “safe” grade is fundamental for the image, while the next two are variable depending on individual characteristics and circumstances. Surveys presented in this paper demonstrate the primacy and, in general, the materiality of security for the country’s image. Gemany’s image experience after World War II, which has made a bet on the peacefulness and safety and has achieved considerable success in this area, is analyzed. The priority of security and peace in the image policy does not diminish the importance of “soft power” of the state, but only emphasizes the existential character of the first component. Separately, the increasing importance of information and cyber security in contemporary international relations is distinguished. For Russia, the security issue has prevailed and should futher prevail in today’s agenda. It is caused not only by the importance of the topic in the global discourse and its significance for the country’s image policy, but also in order to fight with many long external attacks on “secure” component of Russia’s image.

Keywords: