Social Representations of the Coronavirus at the Beginning of the Pandemic in Russia

The coronavirus outbreak is a global event that has bypassed national borders and affected the entire world. Therefore, examining social representations of can reveal problems structure peoples experiences in particular context. To identify coronavirus, authors conducted survey within territory Sverdlovsk region. covered period from March 11 to May 11, 2020. data were collected two stages: at first stage, there 31 confirmed cases COVID-19 infection Russia, but no had yet been recorded region; second number reached 1952 region 221 344 throughout country. study used word association tests, Semantic Differential Scale (V.F. Petrenko), Psychic Activation Assessment Methodology (L.A. Kurgan T.A. Nemchin) questionnaire techniques. findings showed significance problem for respondents varied different periods pandemic. core representation sustainable coherent. It reflects results media impact: death, panic. also remains stable regardless time involvement potential alteration zone serves as kind taming knowledge about operationalization perception content into language changes persons everyday life - pandemic understood flu epidemic need self-isolation vacation, an opportunity stay home. Observation immediate affective reaction trigger uncovered presence emotional tension prevalence negative them. pandemic, being main source information means communication, set trends developing perceptions.