Stereotypes influences on economic relations between the European Union countries and Russian Federation — страница 3

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particular, the lack of outstanding persons (headliners).  Without such “ambassadors” and prominent public events Russian business is simply uninteresting for mass publications and channels. The non-Russian perceptions of Russia and the Russian culture are quite stereotype: "Russia is an unstable and in many ways backward country that needs to develop significantly before it can join the family of pluralistic, predictable Western states." The Western way of responding to this view of Russia is to take upon itself to educate the Russians, while another keep an arm’s length distance. The often highly educated Russians are naturally offended by the one-dimensional way the Westerners view them. Step2. Consequences of influence of stereotypes on economic relations

between EU and Russia. Russian companies also underestimate the role of mass media in forming an image in the eyes of its foreign audience. Russian business therefore, until now, has remained “a cat in the bag” and because of this is feared.  Fundamentally, its shape is formed de-facto by three figures: YUKOS, Roman Abramovich and Gazprom, with the latter having the greatest influence at the current time. The effect of this is that too often Russian business is associated with the system of political power itself in Russia. The “political” functioning of Gazprom (for example, in the conflict with Ukraine) has a negative influence on its image as a business-structure. Many Russian players are actually capable of seriously competing with Western companies and

because of this must build a reputation and form an image of their own in the eyes of the Western audience. Breathing upon Russian businessmen is not personal problem but a problem of Russia: that is a part of struggling the process of its entering the world economic area, that implies disruption of its prestige and the direct damaging as excluding Russian companies from the international exchange involves millions of dollars that will not find heir way into the Russian treasury, reduction of production in Russia followed by unemployment and a threat of social outbreak as a result. That is why Russia must fight the facts of discrediting its businessmen on an official level. They in the West must know - Russia understands the true reasons of the libel campaign and will not

tolerate it. Moreover media projects developed by Russian organs of power and directed towards improving the image of Russia in foreign audiences are considered with skepticism. Step 3. Possible solutions for the problem of negative influence of stereotypes Russian companies should not ignore the basic questions and specific demands of the foreign press, for it plays a key role in the formation of a reputation of Russian business in other countries.  One of the possible solution for the problem of negative influence of stereotypes is strengthening international credibility or establishment economic contacts .The formation of four common spaces can solve the this problem. St. Petersburg initiative, which provides for creating four common spaces - a common economic space; a

common space of freedom, security and justice; a space of cooperation in the field of external security; and a space of research and education, including cultural aspects. Support for democratic transformations and gradual extension of Europe's stability and prosperity zone were laid in the foundation of the EU enlargement process. This inevitable process will involve a major reform aimed at factual abolition of national borders. The EU domestic market concomitantly envisages more pronounced external borders, unparticular, the Schengen Treaty. This process, however, is bound to have a bearing on Russia which lies outside the perimeter of the EU enlargement even though the EU has taken several steps in that direction (the program «Northern Dimension» is the only European

regional program in which Russia is a full-fledged participant). The European Union emphasizes that the legal norms regulating the process of integration of the Central and Eastern European countries into the EU common market should not obstruct the ongoing reorganization of economic relations between Russia and the Central and Eastern European countries nor inflict any damage on Russian economy. Russia's general anxiety due to the enlargement of the European Union is predicated by the fact that this process can further augment the gap between the EU and the Central and Eastern European countries, on the one hand, and between Russia and the European Union, on the other. The idea of the four common spaces, and mainly the common economic space, is extremely important in this