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Di Tonno, Francesca

Post-Soviet Propaganda? The New Russian Identity in the Rethoric of Television and Advertising

In my speech, from a culturological and semiotic perspective, I analyse how images and stereotypes, offered by television and advertising, contribute to recreate a new kind of Russian identity. A kind of renovated propaganda is responsible of the spread of new public image of women, men and kids. Firstly, Russian identity, springing from television and advertising model, is subject to the laws of marketing and to western culture or tendencies. Secondly, exactly those kind of tendencies and influences serve the purpose of recreating a metanarrative or “grand narrative” (Lyotard) in which Russian Federation is described as a country pleased with itself and still dominant.