This document summarizes a thesis submitted by Alona Tsirulnikov to the University of Haifa examining how national identity is constructed and expressed in advertisements targeting the Russian community in Israel. The study analyzed advertisements on Channel 9, a Russian-language TV station, over two time periods to map the myths and narratives portrayed. It also conducted focus groups with Channel 9 viewers to understand how they interpret and relate to the advertisements. The results showed an increase in advertisements adapted from the general Israeli market that portrayed Israeli rather than Russian cultural identity. However, focus group participants indicated they still strongly identify with Russian culture while living in Israel.

2. "The Russian-Israelis"
National Identity of Sub-Cultures in the Scope of Advertisement:
The Case of the Russian Society in Israel
By: Alona Tsirulnikov
Supervised by: Prof. Eli Avraham
THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE MASTER'S DEGREE
University of Haifa
Faculty of Social Sciences
Department of Communication
November 2016

3. "The Russian-Israelis"
National Identity of Sub-Cultures in the Scope of Advertisement:
The Case of the Russian Sector in Israel
Alona Tsirulnikov
Abstract
This paper examines how narratives of national identity are built and expressed in
advertisement, focusing on the Russian sector in Israel and Channel 9 ads, used as an
example of a subculture that copes with local and global pressures. The academic interest in
identity construction of ethnic groups and other minorities has been growing, in light of
expending global migration. However, communication researchers have focused mainly on
the extent and nature of representation of minorities in the general media, and have not paid
enough attention to the sectorial media.
Two key questions have guided the present study, one refers to commercials and another
appeals to the target audience. The first question seeks to map the myths, narratives and
identity characteristics of the Russian community in Israel, as reflected in advertisements on
Channel 9, and whether any changes occurred over time. The second question seeks to
understand how Channel 9 viewers interpret the images in the ads, and how these are
connected with the life of the Russian community in Israel. The Russian sector in Israel is
an ethnic group that contends with influences from the motherland, the local environment
and the global world - and hence its importance in terms of the communication channel
dedicated to the group. The study combines quantitative and qualitative methods - ads were
analyzed using qualitative and quantitative content analysis, and viewers' positions were
obtained using focus groups, during which sample ads were screened.

4. The theoretical background chapter presents the conceptual framework for the research. It
shows how differences between countries' national identities, together with globalization on
the one hand, and multiculturalism on the other, lead to the flourishing of sub-cultures
alongside merging with the international environment. In addition, it elaborates on
expressions of identity in the media and in commercials, including representations of ethnic
groups in mainstream and sectoral media. Also, it discusses the diverse attitudes of the
majority versus minority groups towards different types of ads and products. Further,
premises of the "mirror" approach to advertising are descripted, and the "Narrative Spheres
of Performed National Identity" model is presented - with which narratives and expressions
of national identity in Channel 9 ads were mapped and examined. Finally, an overview
about the Russian community in Israel will be provided. The next chapter will detail the
research questions and the three methods of analysis used in the study.
The fourth chapter focuses on the commercials' quantitative and qualitative content analysis
findings. The first part of the chapter deals with the structural aspect of Channel 9
advertisement, which comprises of three types of ads - targeted, local adaptation, and
international adaptation. This section describes changes in the advertisement mix over the
years, and consequences of the adaptation trend are shown. The next part of the chapter
deals with the content of the ads, detailing the myths and narratives which emerged from
Channel 9 advertisement. The fifth chapter presents stances of the participants in the focus
groups, about the extent and manner of ads reception by Channel 9 viewers. In addition, it
displays interviewees' remarks about the characteristics of their life in Israel, which is
affected by local, Russian and international forces.
The last chapter presents the research conclusions, concerning how changes in the
advertisement mix on Channel 9 correspond with the reality of Russian-speaking channel 9

5. viewers in Israel. Looking into both sample periods, a significant increase in ads originating
from local adaptation (adjustments from advertising designated for the general public) was
found; accordingly the salient myths and narratives, out of all commercials on Channel 9,
represent identity characteristics, nationality and culture of the majority group in Israel.
These findings teach us about the perception of advertisers, who see the Russian sector as a
group which integrated into the general society, and thus no longer requires any targeted
appeals. However, participants in the focus groups indicate that while participating in the
everyday life in Israel, they maintain their mother tongue and affinity to the homeland, and
expect to watch contents that reflect their cultural uniqueness. In addition to expanding the
discussion about research conclusions, this chapter discusses the research's empirical
contribution to the study of narratives and identities in advertising as a whole, and the
suitability of the "Narrative Spheres of Presented National Identity" model to the analysis of
sub-cultures in particular. Finally, the practical contribution of the research to understanding
sectorial market in Israel and in other immigrant societies is introduced, and
recommendations for those involved in marketing and advertising to sectors are offered.