THE RUSSIAN WORLD CONCEPT IN THE CONTEXT OF REGIONAL IDENTITY AND MODERN CHALLENGES: MEDIA ASPECT

The article analyzes the transformation of the concept of the “Russian World” amid modern geopolitical, informational, and cultural-civilizational challenges. Initially conceived as a tool of external humanitarian influence, this concept has gradually acquired an internal dimension, becoming an instrument for strengthening national identity and interethnic cohesion. Based on academic, political, and religious sources, the study identifies the main stages of its evolution and examines its role in shaping a unified cultural space while countering the ideological models of the “collective West.” Special attention is given to the function of mass media as transmitters of value orientations and catalysts of social consensus. The article concludes that the renewed interpretation of the “Russian World” aims to consolidate society, preserve spiritual and moral foundations, and integrate regional identities into a common cultural and civilizational framework, thereby reinforcing the cultural sovereignty of the Russian state.