CIVIL SOCIETY INSTITUTIONS AND EXPERT COMMUNITIES AS INTERMEDIARIES IN THE FORMATION OF AN ADEQUATE MEDIA IMAGE OF AZERBAIJAN IN THE RUSSIAN INFORMATION SPACE

Abstract

The modern media space is characterized by the increasing role of non-governmental actors in shaping national images and international narratives. Civil society institutions and expert communities act as key intermediaries between state diplomacy and public opinion, determining the nature of intercultural communication. The research is aimed at analyzing the mechanisms of influence of Russian civil society institutions on the formation of the media image of Azerbaijan in the domestic information space. The methodological basis is an integrated approach that includes content analysis of media materials, expert interviews, and network analysis of communication structures. The empirical base covers Russian media materials for the period 2022-2024, data on the activities of expert organizations, and the results of in-depth interviews with representatives of analytical centers. The main results demonstrate the transformation of Azerbaijan’s media representations under the influence of expert discourse, while the share of positive assessments increased from 34.2% to 58.7%. It has been established that the activities of specialized expert platforms provide an increase in information objectivity by 23.4% compared to periods of their reduced activity. A correlation has been revealed between the intensity of the work of the Russian-Azerbaijani expert councils and qualitative changes in the coverage of bilateral rela- tions. Intermediary institutions form stable communication channels that help to overcome stereotyping and construct a more balanced international discourse. The results of the study contribute to the development of the theory of public diplomacy and media communications, offering a conceptual model of the role of civil society in intercultural interaction.