POPULARIZATION OF TERRITORIES THROUGH USER-GENERATED CONTENT: THE CASE OF THE ARCTIC

In the modern media space, user-generated content plays a significant role in shaping territorial images, especially when it comes to remote locations with limited accessibility due to geographical, political, or other reasons. The aim of this article is to highlight the importance of user-generated content in promoting territories and reinforcing their unique status. As a case study, the article examines the blog of V. Komarova, a dog musher working in Svalbard, an archipelago with a special legal status. Since 1920, the right to utilize Svalbard’s land and water resources – while recognized as sovereign Norwegian territory – has been extended to other states, including Russia, which actively takes advantage of these opportunities. The growing relevance of Arctic issues in both international and domestic affairs underscores the significance of this research topic