Mystic and esoteric values vs. values of the mass culture in communicative practices of Russians: The conflict of objectives Cover Image

Мистико-эзотерические ценности vs. ценности масскультуры в коммуникативно-речевых практиках россиян: конфликт интересов
Mystic and esoteric values vs. values of the mass culture in communicative practices of Russians: The conflict of objectives

Author(s): Zoja Nowożenowa
Subject(s): Media studies, Eastern Slavic Languages, Sociology of Culture, Marketing / Advertising, Sociology of Politics
Published by: Polskie Towarzystwo Rusycytyczne
Keywords: esoteric discourse; mass culture; values; media space; horoscope; advertising;

Summary/Abstract: In the article the author analyzes the process of creation in the communicative space of Russia of the esoteric discourse presenting and spreading esoteric values. On the periphery of this discourse, in the media space, we can observe the “invasion” of the mass culture into the field of esoteric values. On the level of discursive practices it occurs in deformation of the canon of esoteric genres — horoscope and mass culture genre — advertising. The process manifests in purposeful choice of language means helping to create the order of the discourse.

  • Issue Year: 2020
  • Issue No: 169
  • Page Range: 55-79
  • Page Count: 25
  • Language: Russian