Russian President’s Television Address Symbolism as a Media Format in the Determinants of the First ‘Wave’ of the Coronavirus Pandemic

Abstract The article records the symbolic significance of the Russian President’s television address as a media format in the determinants of the first ‘wave’ of the coronavirus pandemic ( COVID-19 ). Seven TV addresses, synchronously aired by all Russian federal TV channels from March to June 2020, are studied. It is determined that the television address of the President of Russia as a media format allowed setting the agenda in the media space as a whole unity. The symbolism of the Russian President’s televised address is ensured using the narrative model of paternalistic trust conversations. The effectiveness of the narrative model is manifested in the level of loyalty of citizens, first, to the President as a special political actor with symbolic significance, but it is also reflected in the level of support for program political projects.