The transformation of gender visualization in photography: Soviet and Russian multisemiotics

Abstract

The article is devoted to the analysis of the construction of new system of gender images in the sociopolitical conditions in Russia during the last thirty ages. Based on Kress and Van Leeuwen multisemiotic theory and the ideas A. Dudareva, I.Groshev and M. Petrova, we conducted a research of gender images of women in the Soviet Union and modern Russian advertising. The data comes from 300 images of the Russian men and women in advertising. These 300 images were specifically chosen by the author in order to be acceptable for coding. As the result of the study, we developed the typology of gender images of woman in Russian advertisement. Our conclusion was that economic, political and socio-cultural factors were the main factors in the transformation of gender images in modern Russia. The gender of a woman, her body and figures as shown in the media, very often were object of sexual exploitation, when the impact of using the image and play with human sexual passion forces her to commit certain actions, such as buying goods. This characteristic of our commercialization of gender images turns a person, both men

Comprehensive methods of reconstructing author’s original work

“…In ancient times, poets, writers, and scholars had to share their works in manuscripts since no publishing houses existed. In this regard, a league of professional copyists evolved (Baranov, 1993;Gumilev, 1993;Kolshansky, 1990;Kondratyev, 1970;Pavenkov et al, 2018). Thanks to them, a wide variety of artifacts survived until the present.…”

Literary myth and journalistic logos: from contrast to integration

“…with an understanding of the accumulated experience of fruitful and creative integration of journalism and literature, the necessity of knowing the nature, properties, and directions of the interrelation between journalism and literature, identifying the content, forms of literature and journalistic works, patterns, and trends in the search and development of their expressive means, the specific features of their poetics (Mazhitayeva et al, 2014); intensification and generalisation of research on the interrelation between journalism and literature, the rapid implementation of the best practices of literary and journalistic activities of leading masters of speech, which contributes to continuity, the development of personal skills, and an increase in the effectiveness of public opinion (Pavenkov et al, 2018;Issakova et al, 2021).…”