ARCTIC ASPECT OF THE ARKHANGELSK REGION INHABITANTS IDENTITY FORMATION

The our study aim is investigate arctic aspect of the Arkhangelsk region inhabitants identity formation. Main investigation problem is defended as search link between Arkhangelsk region "Arctic" image strategy and inhabitants regional identity formation. Problem attracts much attention because image strategy is an important factor identity formation. And today, when the regional leadership has chosen the Arctic vector in the development of regional image, it is very important to understand how this choice influences on the inhabitants regional identity. The interconnection between the human and the place is the regional identity determining factor. "The small homeland idea" is very important for the regional identity formation. The Pomorie special significance was this idea for Arkhangelsk region for a long time. Now an image strategy is being created which based on the idea of a historic links between the region and the Arctic. This image strategy has several historical prerequisites which form Arkhanegelsk image as the first Russian Arctic port. However, the regional leadership uses this strategy only to attract economic investments, the cultural aspect of the problem is not mentioned. Therefore, the Arctic image remains alien, distant and unnecessary to the inhabitants. The Arctic theme popularization level in the region is insufficient: only Northern (Arctic) Federal University research activities, political and economic events are represented in the media. The spatial coordinates of the regional identity Arctic vector are not created. There are "Arctic" streets names in Arkhangelsk, but it not cause associations among young people due to the weak Arctic popularization. The questioning method had used to detection of the relationship between the Arctic image strategy and inhabitants regional identity. The trend is revealed on the image index basis which manifests itself in the ways of region describing and constructing an associative series. While describing region, respondents use the word "northern" seven times more frequently than the word "Arctic".The associative series is connected with the Arctic images was also represented rather weakly. There are two reasons for this situation. First, the Arctic image can be intimate only for residents of the region northern districts. Secondly, there is a deficiency of cultural Arctic comprehension in regional politics from the cultural studies point of view. Therefore, it is necessary to turn to the Arctic theme when a new program of the region cultural development was creating.