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Aim. The presented study aims to determine the narratives of digital economic transformation in industrial territories and to identify regions with the best prospects for its successful implementation.Tasks. The authors clarify the concept of “digital transformation narrative”; develop and test a logical model of narrative analysis of regional digital transformation; build a typology of industrial regions according to the prospects for successful implementation of digital economic transformation with allowance for the identified narratives.Methods. This study uses an original narrative analysis methodology consisting of five consecutive steps. During the first three steps, the interest of authorities, businesses, and the population in the implementation of digital transformation is assessed using bibliometric, comparative, and statistical analysis respectively. The fourth step of the methodology is implemented using content analysis tools, which makes it possible to identify the key narrative components of digital economic transformation. The fifth step summarizes the results obtained earlier by building a typology of industrially developed regions according to the level of their propensity for digital economic transformation determined with allowance for narratives.Results. The study proves that narratives forming in society during socio-economic and cultural transformations caused by digital transformation can (and should) serve as a source of information about the region’s propensity for transformations on the basis of innovations, reflecting the degree of the preparedness of authorities, businesses, and the population to adopt and participate in such transformations. The creators of digitalization narratives are identified, which include the government, businesses (represented by employers), and society (represented by job seekers and employees). It is found that the supply of digital competencies significantly exceeds the demand in the labor market. This may be due to the narratives operating in society, among other things. It is revealed that the interest of the Russian society in the digital transformation of the economy remains significant, while the interest of the population in individual narrative components varies in the regions. It is determined that soft skills prevail among the key competencies of economic transformation. It is established that regions with dominating manufacturing industries have a greater propensity for digital transformations: Sverdlovsk, Nizhny Novgorod, Rostov, Chelyabinsk regions, Perm and Krasnoyarsk territories, the Republic of Tatarstan.Conclusion. Territories with extractive industries are still not prone to innovative transformations. At the same time, the population of such territories is more stressed and resistant to innovations. The obtained results are the first step in digital transformation research from the perspective of a narrative approach. This study will be useful for scientists and specialists in the field of narrative economics, as well as for those who are interested in digital transformation issues. |
