Cultural changes happen in society in general, in all age groups and in many countries. Youth is the group in which changes are manifested most brightly. By studying youth we can guess how the world will look tomorrow.
In traditional patriarchal Russian culture age is almost a synonym of status: the elder the more respected. Today young people are not inferior, and sometimes even more powerful. Teenage bloggers gather audience bigger than TV news. Youth is better adapted in the digital world and in the modern world in general.
Embracing ugly surroundings as they are, being fully aware of their visual unattractiveness.
Russian gen Z know there was something interesting in the past of their country, but do not always know what exactly it was and how it felt.
Costume of superhero and huge muscles are out of date.
We are used to the fact that teenagers like to be together, in a company. Advertisers portray groups of young people. In reality, company may be virtual. Or not needed as much. Personal experiences are valued.
INDIRECT WAY OF PROTEST, RIDICULING BOTH THE GOVERNMENT AND THE OPPOSITION Politics is boring. Direct fighting with the system brings nothing good. Humor and art, happenings and flash mobs are truthful and more effective.
Born in the New Russia. A semiotic study of Rusian youth culture.
BORN IN THE NEW RUSSIA
SEMIOTICS OF RUSSIAN YOUTH CULTURE
Prepared by Maria Papanthymou, LocalTalk Semiotic Research
Album cover of Russian rapper Face
Question to the audience:
What did you dance when you
were a teenager?
RUSSIAN GEN Z
What are the ways for self-expression? Are
authoritarian rules still present?
Is it true that generation Z in Russia is culturally closer
to its peers in other countries than to their own
What is the local specifics which is important to know
for marketers and communication specialists?
How motherland is represented in youth media
What is the attitude to success and material
Heroes and contexts of documentary films, music and
DESPERATE PROVINCIAL GUYS
RUSSIAN YOUTH: SEVERAL REALITIES
Social inequality creates parallel worlds
Heroes and decorations of TV series popular bolgs, and
majority of advertising campaigns
CUTE URBAN SLACKERS
WE TRIED TO FIND
We looked for ideas and narratives that were typical for mass
culture of Russian youth. Codes and concepts that differentiate
new generation of Russians from the others.
Definition of youth in this study: core Generarion Z, people
Blogs, social networks, music, art, independent online content.
CREATED BY YOUTH
Fiilms, series, professional online media, advertising, branding.
WE ANALYZED CULTURAL
MATERIALS TARGETED AT
MY OWN REALITY
DIRECTION OF CHANGE
9. JUST ME
MOMENTS FOR MYSELF
Staying out of crowds. Personal experiences, personal way..
10. POST IRONY
AND META IRONY
IT IS NOT WHAT YOU THINK
Postirony: The border line between serious and ironic attitude is not
Metairony is a new sincerety, the balance between truth and
‘ALL POWER TO IMAGINATION!’
rephrasing of old slogan ‘All power to
Alternative demonstrations with funny slogans.. A Mirror To Absurd Reality
‘YOU DON’T CHOOSE YOUR
FAMILY AND PRESIDENT’
‘THINK GLOBALLY. ACT SILLY’
‘FAUCAULT IS ALWAYS ALIVE’
‘PUDDING - THIEF’ (rephrasing of the
opposition’s slogan ‘Putin - thief’)
COMMENTS AND LINKS TO VIDEOS
Slide 4: Skibidi Dance original video https://www.youtube.com/watch?v=mDFBTdToRmw
Part of viral challenge: https://www.youtube.com/watch?v=XuAK0LQc0Mw
Retail brand joined the challenge: https://www.youtube.com/watch?v=EQZ1oE7Iv4w
Slide 7: Trailer of TV serial ‘Is it easy to be young?’ https://www.youtube.com/watch?v=O8KfpeYgnaM
The serial is made in a form of documentary, taking the idea from a serious post-soviet film about youth with the same name (1987, by Yuris Podnieks)
Slide 8: Trailer of documentary film ‘Beauty’, presented at Artdocfest 2016 https://www.youtube.com/watch?v=FpGLmejIBAA
Slide 14: The group is called Komsomolsk , full clip https://www.youtube.com/watch?v=-vwiM1TZPNQ
Slide 16: full clip of the old star https://www.youtube.com/watch?v=IAuzNXGmkL4&t=101s
And some of the the references he possibly used: https://www.youtube.com/watch?v=oBHGxGPTsAI
Slide 28: Monetochka (literally, ‘little coin’), ”The 90-s’ https://www.youtube.com/watch?v=n4h-WpSsXVw
Song in the final video (slide 39) also by Monetochka ‘Post-post’
Semiotics and Cultural Research in Russia