The article analyzes the image of the Nizhni Novgorod governor N.M. Baranov created by the press of the 1880s- 1890s, the reasons and conditions of its formation, the effects of its perception. N.M. Baranov was far from being a passive object for the journalists, he did his best “to be in the limelight” and to shape his image in a favorable light. The governor used the media as a platform for reaching out to the public, promoted the policy of openness and cooperated with journalists, which helped him to maintain the image of a well-known person in Russia. Besides, there were a number of factors which facilitated the process of perception of his personality and contributed to the formation of a positive image of the governor Baranov. These included his heroic military past, his long-standing friendship with the Emperor, his solid experience in public service as an employee of the Maritime Museum, the mayor of St. Petersburg, the governor of Arkhangelsk and Kovnо. Due to this fact N.M. Baranov was perceived by contemporaries as an active administrator, the «father of the province», who knew the problems of the region, and the «master of the trade fair» capable to cope with any difficulties.
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