The image of the state in the international media space: approaches and concepts of Mongolian publicists

The subject of this study is the analysis of the state's image in international media. The purpose of this article is to identify relevant theoretical questions regarding the image of Mongolia in the media. The object of consideration includes the approaches and concepts of Mongolian science, particularly the fundamental work of Dr. B. Naranbaatar, "The Role of the Media in Shaping the Image of the Country," on which the author predominantly relies. The author also presents the views on the media image of scholars such as L. V. Khochunskaya, E. N. Bogdan, M. Kunchik, as well as the role of the media itself according to the position of T. G. Dobrosklonskaya. Alongside this, the model of American political scientist H. Lasswell is used concerning state image and the process of country image building, through which these aspects can be analyzed through the lens of communicative sources, messages, channels, and audiences. The methods employed in the study include a comparative analysis of the image of Mongolia in the international media sphere and its comparison with the external image of other countries in global media. The author also uses systemic analysis to define the image of Mongolia in the media as a special system described by certain scientific approaches and concepts. The scientific novelty of the study lies in the author's focus on a little-studied aspect in Mongolian science related to the state's image. Thus, the following relevant approaches and concepts regarding the image of Mongolia in the media have been identified: based on the conceptual models proposed by Naranbaatar, T. E. Grinberg, and A. V. Savinykh in the field of state image, the author suggests their integration with the concepts of O. A. Azina and E. A. Galumov. Additionally, the importance of creating a multimedia platform to promote a positive image of the country, particularly Mongolia, is emphasized. The author also notes the necessity of applying F. Jeffkins' classification, which considers mirror, current, desired, corporate, and multiple images concerning Mongolia's image in the international media space. Ultimately, the author puts forward his own concept for studying the image of the state, which represents a two-level communicative-symbolic system, including the processual and substantial levels. It is fair to assert that only by considering the role of the media in Mongolian society can a maximally objective and attractive image of Mongolia be constructed.