Theory and methodology of communication
Firulina E. —
Media image of Russia in a glossy magazine
// Man and Culture. – 2017. – ¹ 5.
– P. 29 - 37.
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Review: The subject of this research is the media image of Russian in a glossy magazine, while the object is the photographs in the glossy magazine “Vogue”. The goal of this work is the reconstruction of Russia’s image as a polysemantic text through the retrospective of illustrations on the “Russian theme”. Russian ballet, train stations, old mansions, fur hats and coats, birchwood, kokoshnik, and other cultural elements create a distinguish artistic reality, and text created from the allusions and quotes. Meanings of the text are extended over time, acquiring the historical memory and generating the new messages. Methodological foundation of the work contains the semantic analysis, which allowed revealing the components of Russia’s image in a glossy magazine. The scientific novelty lies in the fact that the image of Russian in a glossy magazine represents a media image leaning on the well-known stereotypes, repeating storylines, themes, and details. It is noticeable that the stereotypes have not changed much throughout the fairly long history of the magazine. Basic stereotypes include the Russian winter, folklore, ballet, and space. Among the leading aspects depicting the image of Russia in the Vogue magazine, can be highlighted the portrait images of the prominent of cultural figures, winter subject, ballet themes, temples, monasteries, folklore and “Soviet” motifs, themes of space and carnival. An important place in establishing the image of Russian in a glossy magazine belongs to the architectural landscape, mostly expressed in a Petersburg and Moscow texts. Russia’s image is created using multiple details that refer to the popular stereotypes. The image of Russia also has a feature of citationality – when the photographers refer to the historical and literary material: revolution and White movement, history of ballet, as well as characters from the compositions of L. N. Tolstoy, I. A. Bunin, B. L. Pasternak.
Keywords: subject, artistic detail, style, photography, mass media, storyline, glossy magazine, Russia's image, stereotype, citationality
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