| Summary: | The purpose of the article is to identify the characteristics of the Russian Arctic image at the present stage of its development in terms of a romantic and pragmatic context. In order to achieve this purpose, the content analysis of publications on the Arctic topic in the federal and regional media was carried out. A pilot sociological survey of the European part of the Russian Arctic zone residents was used as an additional research method. The study results showed that pragmatic orientation prevails in the “Arctic” content of modern media. The Arctic is presented in a positive way as a special priority territory of the country, the power and strength of the Arctic territories are emphasized, the images of the Arctic and their unique potential are revealed. In the population minds, the Arctic images are presented in a more romantic way — the associations of local residents are associated with the nature splendor, love for the North and beautiful winter. It is substantiated that the integrated development of the Arctic territories requires qualified personnel, not only filled with the romance of northern beauty, but also pursuing specific practical goals. The results of the study will be useful and interesting to specialists involved in the Arctic territories development, to executive bodies of state power, as well as to the general public.
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