REFLECTION OF LOCAL IDENTITY IN THE DISTRICT PRESS

In the context of globalization and the growing information flow, the urgency of the problem of preserving local identity and its reflection in the media is increasing. Through local content, media broadcast the unique cultural, historical and social features of a particular region and its inhabitants. Despite a number of existing scientific papers on the topic, there is a lack of research on the peculiarities of local identities in the regions on the general scale of the number of subjects of the Russian Federation. This work is intended to make some contribution to the development of the concept of the formation of the all-Russian identity of the population. The aim of the work is to study the mechanisms of constructing regional identity in the media texts of the regional media of the Rostov region. The object of the analysis was the regional press of the Rostov region. The authors consider the reflection of local identity in the media. The concept of O. V. Chibisova was defined as a methodological basis. The researcher suggested considering regional identity in accordance with three questions-criteria - «Who are we?», «Where are we from?» and «Where are we?». This technique formed the basis of this study. 20 regional newspapers of the Rostov region for 2022 were analyzed by random sampling. As a result of the study, it was determined that the communicative interaction of the district press with the residents of the region is built with the help of local publications, they make up the main percentage of the total content of the media under consideration. Local content, in turn, contains answers to questions that are equivalent in popularity: «Who are we?», «Where are we from?» and «Where are we?». The results obtained in the work contribute to the development of theoretical and applied aspects of studying the specifics of regional media content.