Crisis as a controlled reality: communication and symbolic practices of regional authorities in Russia

The article examines communication and imitation practices employed by heads of Russian regions in the context of permanent crises during 2020– 2025, including the COVID-19 pandemic, the special military operation, and various emergency situations. The study focuses on the transformation of regional governance under conditions of heightened uncertainty, political mediatization, and promoting public communication as a tool for stabilizing public sentiment. Based on a qualitative case analysis of public statements, social media activity, and managerial decisions of regional leaders, the article identifies key levels of crisis communication (strategic, tactical, and operational) and explores mechanisms for constructing the perception of governability through personalized leadership, imitation of “manual control,” and symbolic-emotional engagement. The findings demonstrate that communication technologies used by regional elites are increasingly aimed not at addressing the structural causes of crises, but at managing their public perception, reducing social anxiety, and channeling collective stress. Particular attention is paid to the role of digital media environments and Regional Management Centers as instruments for institutionalizing communicative control. The article concludes that a specific communicative model of regional governance is emerging in contemporary Russia, in which crisis functions not only as a managerial challenge but also as a resource for political legitimation.

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