Media images of Kaliningrad region in the structure of migration attitudes of millennials and the reform generation

Abstract

The article explores the role of the image of a region created in mass media in the formation of migration attitudes. Attention is drawn to the Kaliningrad region — a Russian exclave, whose population growth is solely due to migration. The purpose of the article is to determine the significance of the key media images of the Kaliningrad region in the decision-making process on the immigration of millennials and the reform generation (Radaev's concept of generations). Publications about the Kaliningrad Region in Russian media (2014—2018) (N =1,913) and semi-structured interviews (N =44) formed the empirical basis of the study. The main research methods are the analysis of publications and in-depth interviews with their subsequent processing using the Atlas.ti software. Five images of the Kaliningrad region constantly present in the Russian information space were identified: a region of international cooperation, a military outpost, an economically and touristically attractive region, and a region with a developing infrastructure. The most significant intergenerational differences were identified in relation to the Kaliningrad region as a military outpost and an economically attractive region. Compared with millennials, the reform generation is more inclined to perceive a military threat from other countries, therefore the security issue was a significant factor when deciding to relocate. Millennials showed greater awareness of what constitutes the image of an economically attractive region. It is concluded that the differences between millennials and the reform generation in assessing the significance of the media images of the Kaliningrad region are largely due to the specifics of migration motives. For millennials, the priority is employment opportunities and career growth whilst for the reform generation, it is finding a comfortable place to live in old age.