Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Born in the New Russia. A semiotic study of Rusian youth culture.

830 views

Published on

Maria Papanthymou

  • Be the first to comment

  • Be the first to like this

Born in the New Russia. A semiotic study of Rusian youth culture.

  1. 1. BORN IN THE NEW RUSSIA SEMIOTICS OF RUSSIAN YOUTH CULTURE Prepared by Maria Papanthymou, LocalTalk Semiotic Research Semiofest 2018 Album cover of Russian rapper Face
  2. 2. Question to the audience: What did you dance when you were a teenager?
  3. 3. IS RUSSIAN YOUTH DIFFERENT? RUSSIAN GEN Z Patriotic? Hedonistic? What are the ways for self-expression? Are authoritarian rules still present? Liberated? Is it true that generation Z in Russia is culturally closer to its peers in other countries than to their own parents? What is the local specifics which is important to know for marketers and communication specialists? How motherland is represented in youth media and culture? What is the attitude to success and material values?
  4. 4. Heroes and contexts of documentary films, music and art 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
  5. 5. WE TRIED TO FIND COMMON IDEAS 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 aged 13-20.
  6. 6. THE RESULT OF SEVERAL SEMIOTIC STUDIES
  7. 7. Blogs, social networks, music, art, independent online content. Period: 2017-2018. AND MATERIALS CREATED BY YOUTH Fiilms, series, professional online media, advertising, branding. Period: 2015-2018. WE ANALYZED CULTURAL MATERIALS TARGETED AT YOUTH
  8. 8. RESIDUAL: PERFECT IMAGE DOMINANT: COOL REALITY EMERGENT: MY OWN REALITY DIRECTION OF CHANGE 10
  9. 9. 10 FACTS
  10. 10. Where are we know, where are we know?
  11. 11. 1. YOUTH IS POWERFUL IT IS BETTER TO BE YOUNG THAN ADULT Teenagers shown as superior. Adults try to look as teenagers.
  12. 12. 1. YOUTH IS POWERFUL: OLD STARS COPY STYLE OF GEN Z
  13. 13. 2. NO FILTERS HONESTY AND REALISM Natural look, nothing specially arranged. No artificial smile, real mood of the moment.
  14. 14. 2. NO FILTERS
  15. 15. Asymmetry, broken lines, deliberately not beautiful,. 3. ANTI-BEAUTY BREAKING CLASSIC RULES OF HARMONY
  16. 16. 3. ANTI-BEAUTY: BREAKING THE RULES
  17. 17. 3. ANTI-BEAUTY: DECADENCE
  18. 18. 4. ACCEPTANCE OF DIVERSITY BE YOURSELF, NO STANDARDS Body positive, acne positive: everything natural is ok. No rules. Beauty in individuality.
  19. 19. 4. ACCEPTANCE OF DIVERSITY “The core idea is in reflection of human, natural energy”.
  20. 20. 5. MY SUBURB HIGH-RISE BLOCK FRACTALS BECAME A SYMBOL OF GENERATION Embracing ugly surroundings as they are, being fully aware of their visual unattractiveness.
  21. 21. 5. MY SUBURB
  22. 22. 6. POST-SOVIET AESTHETIC MYSTERIOUS 1990-S, AWFUL AND GREAT TIME Memories from the first years of childhood or youth of parents. Trying to understand the 90-s.
  23. 23. 6. POST-SOVIET AESTHETIC
  24. 24. 7. OLD IDOLS DEMYSTIFIED RETHINKING OF SOVIET EXPERIENCE Lenin, Stalin and other Soviet idols may fall in the same semantic feild with Dart Weider.
  25. 25. 7. OLD IDOLS DEMYSTIFIED
  26. 26. 8. GOODBUY, SUPERHERO IN LOVE WITH REAL MAN Heroism of common people, without super abilities. Or no heroism at all: just normal happy life.
  27. 27. 8. GOODBUY, SUPERHERO
  28. 28. 9. JUST ME MOMENTS FOR MYSELF Staying out of crowds. Personal experiences, personal way..
  29. 29. 10. POST IRONY AND META IRONY IT IS NOT WHAT YOU THINK Postirony: The border line between serious and ironic attitude is not obvious. Metairony is a new sincerety, the balance between truth and sarcasm.
  30. 30. ‘MONSTRATION’ RALLIES ‘ALL POWER TO IMAGINATION!’ rephrasing of old slogan ‘All power to Soviets!’ Alternative demonstrations with funny slogans.. A Mirror To Absurd Reality
  31. 31. ‘YOU DON’T CHOOSE YOUR FAMILY AND PRESIDENT’ ‘THINK GLOBALLY. ACT SILLY’
  32. 32. ‘FAUCAULT IS ALWAYS ALIVE’ ‘PUDDING - THIEF’ (rephrasing of the opposition’s slogan ‘Putin - thief’)
  33. 33. CONCLUSION: BE FRANK, DON’T BE TOO SERIOUS
  34. 34. 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 https://www.youtube.com/watch?v=itKsZDpIxx4 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’
  35. 35. THANK YOU! Local Talk Semiotics and Cultural Research in Russia mp@localtalk.ru 39

×