Kolesnycka N. Political and Cultural Factors of Lviv Region Branding

The thesis is devoted to research the concept of Lviv region's branding on the basis of political and cultural particularities of this process. The paper analyzes the relationship between the mentality, political culture and identity; indicated significant impact territorial socialization. The role of brand is determined as a communication component in the process of inter-regional cooperation, and in the management by region. The theoretical analysis of the major political and cultural factors and mechanisms of brand is done. It is formulated specific recommendations for optimizing existing brand while respecting the communicative features political and cultural factors. It is emphasized that the different experiences of political practices, multi-vector migration process, different degrees of cultural assimilation, varying geopolitical, religious orientation between the regions of Ukraine form specific to each field of branding. The history of Lviv, including Anti-Soviet ideological propaganda, cultural activities, political opposition, church and religious underground reflected the inhabitants of the territory. The brand is positioned as the image of Lviv region historically ancient, culturally rich, traditionally self-governing land, whose inhabitants think themselves primarily citizens of Ukraine. A theoretical analysis of the basic communicative strategies and mechanisms for regional branding is performed. It comes to value bases of interaction of state bodies, local authorities and civil society as an effective mechanism to promote the interests of the territory, creating a favorable environment formation region brand. The thesis investigates the main trends of image's creating taking into account political and cultural factors. Strategies are proposed for optimizing the communicative space of branding, that based on the idea of using national history, culture, symbols. The basic manipulative techniques of modern mass media in creating the image of Lviv region in the consciousness of Ukrainian people which is not veracious are partially uncovered, that can be used for the purposeful influence on emotional and perceptual sphere feelings. Regional management and self-image policy that in a democratic transformations should consider Ukrainian as mental features of different regions, and those shifts in political consciousness, culture and behavior of citizens taking place in recent years are viewed. Specific recommendations for optimizing the communicative space and making emphasis on knowing true history are given.