The symbolic capital formation of the Arkaim archaeological monument: a historical retrospective

Importance. The multifaceted, complex image of Arkaim, which includes archaeological, historical, mystical, and tourist aspects, has been formed over more than 37 years. From 1987 to the present, the archaeological site has attracted the attention of the mass media, scientific researchers, and government officials. The purpose of the research, the results of which are presented in the study, is to consider the Arkaim image as an element of the symbolic capital of the Chelyabinsk region in the mass media texts, from 1987 to the present, in a historical perspective and from the point of view of the evolution of mass communication media.Materials and Methods. The evolution of the Arkaim image in the texts of the mass communication media from a historical perspective and from the point of view of their evolution is considered. The materials of the mass media, starting from 1987, in a total volume of more than 1,000 units and the results of a survey of visitors to the museum-reserve, conducted in 2023 and 2024, are analyzed. The main research methods re the comparative historical method, thematic analysis and survey.Results and Discussion. For ease of review, the material is divided into three periods: 1) 1987– 1997, when there was a struggle to save the archaeological site from flooding and its image was being built; it was during this period that mystical and anti-scientific myths were formed around Arkaim; 2) 1997–2007, when the search for Arkaim’s identity was underway; 3) 2007 – present, when Arkaim functions as a tourist center, attracting the attention of both lovers of scientific tourism, mystical and spiritual practices, research scientists, and government officials. Historically, these periods correspond to turning points in the history of Russia, it is considered how exactly the historical background influenced the formation of the image of Arkaim. In terms of mass media development, the periods identified correspond to the heyday of “traditional” media (TV, radio and print media), in the second period they are replaced by online media, and in the third period they are replaced by social media. As a result of the radical change in the type and form of communication, the development format of the image as an element of the symbolic capital of the Chelyabinsk region also changes.Conclusion. The formation of the symbolic capital of Arkaim went through three key stages, reflecting both historical transformations in Russia and the evolution of the media – from the struggle to preserve the monument to its mythologization and modern positioning as a tourist and spiritual center. An imbalance is revealed between the official scientific and historical image of Arkaim in the media and its perception by the audience as a “place of power”, which requires hybrid media strategies combining factuality and cultural meanings. Arkaim has the potential to be included in the national idea of Russia, but its further development depends on the harmonization of scientific, spiritual and tourist discourses while maintaining authenticity.