Трансмедиальный сторителлинг в поисках «Национальной идеи России»
The article explores the characteristics of modern digital writing and questions about its interaction with modern culture as a whole, studies the modification of the contemporary bodily experience of everyday life in comparison with the pre-digital era and translates these changes into texts produced by the present digital culture.
The article is devoted to one of the aspects of work of the famous French phenomenologist and theologian, namely, to issues of visible and invisible. Attention is given to several models of existence that Marion states to deal with the field of the visible. The article also considers the phenomenon of the picture, which is, in the terminology of Marion, "the saturated phenomenon".
The traditional life style changes as business and personal communications are moving to the Internet, and a new type of people – digital nomads – is emerging. Most activities, including commerce, transfer to WWW. Storytelling has started playing a greater role in promotion of goods and services, politicians and parties than direct advertising.
Stories seem to be true-to-life from the first sight, but most of them have definite mythological elements. The word creates images, and myths are made out of images. Virtual narrators involve «settlers» as well as «nomads» into the brand culture creating their own “heroes” and villains. The process of constructing and deconstructing different myths is going on in the «global village». Digital nomads may take part in myth-building or destroy «sacred images» being contracted employees or doing it for fun and pleasure.
Young active users, especially nomads, are a specific breed. Mobility and an opportunity to stay connected to the Net practically in every place of the world are typical for them. As a rule they have a broad outlook. In marketing terms they usually belong to a group of «innovators», «early adopters». They are independent, enjoy non-standard thinking, and at the same time have their own opinion leaders. All these should be taken into account when one is working out an effective marketing communication with digital nomads.
Typology of narratives as well as myths and archetypes which are used by marketers while communicating with nomads are presented in the paper. The role of visualization in creating involving content is being emphasized. Several cases in which storytelling is used as a marketing instrument are being analyzed.
Several approaches to the concept of fatherhood present in Western sociological tradition are analyzed and compared: biological determinism, social constructivism and biosocial theory. The problematics of fatherhood and men’s parental practices is marginalized in modern Russian social research devoted to family and this fact makes the traditional inequality in family relations, when the father’s role is considered secondary compared to that of mother, even stronger. However, in Western critical men’s studies several stages can be outlined: the development of “sex roles” paradigm (biological determinism), the emergence of the hegemonic masculinity concept, inter-disciplinary stage (biosocial theory). According to the approach of biological determinism, the role of a father is that of the patriarch, he continues the family line and serves as a model for his ascendants. Social constructivism looks into man’s functions in the family from the point of view of masculine pressure and establishing hegemony over a woman and children. Biosocial theory aims to unite the biological determinacy of fatherhood with social, cultural and personal context. It is shown that these approaches are directly connected with the level of the society development, marriage and family perceptions, the level of egality of gender order.