ABSTRACT The research is focused on the problem of the ambiguity in the perception of Russia in the British media during the 2018 FIFA World Cup and based on the competing frames theory by J. Druckman. The content analysis of 751 articles about Russia from the British broadsheets and tabloids was conducted to highlight five frames: ‘Russia as the enemy of Great Britain,’ ‘Russia as the potential partner of Great Britain,’ ‘Russia as the unsafe state,’ ‘Russia as the worthy host of the World Cup,’ ‘Russia as a country with a rich culture.’ The results show that negative perception of Russia prevails in the British media field, especially in the broadsheets. Despite the slight positive dynamics during the World Cup, by the end of the games, the frequency of frames returns to pre-championship values. The research contributes to the development of competing frames theory and allows testing the frame strength criteria.

中文翻译：

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在 2018 年世界杯期间在英国媒体中塑造俄罗斯的形象

摘要 本研究以 J. Druckman 的竞争框架理论为基础，针对 2018 年 FIFA 世界杯期间英国媒体对俄罗斯的认知模糊问题。对来自英国大报和小报的 751 篇关于俄罗斯的文章进行了内容分析，以突出五个框架：“俄罗斯是英国的敌人”，“俄罗斯是英国的潜在伙伴”，“俄罗斯是不安全的国家”， “俄罗斯是世界杯当之无愧的东道主”，“俄罗斯是一个拥有丰富文化的国家”。结果表明，在英国媒体领域，尤其是在大报中，对俄罗斯的负面看法普遍存在。尽管世界杯期间出现了轻微的积极动态，但到比赛结束时，帧频会恢复到冠军前的值。