Конструирование личных брендов в бьюти-влогах
The popularity of digital content about make-up and self-care has been steadily growing during the recent years. Most of its producers and consumers are young people. The article analyzes three Russian YouTube-channels (“Arina Viscera”, “ND Beauty Channel” and “Gev Mua”) to study how their hosts construct their personal brands in the context of beauty content production. The article employs the technique of discourse analysis and a qualitative content analysis. The research results show that the beauty vlog format provides users with various ways of presenting themselves to the audience as they can choose different ways of demonstrating their expertise, comparing themselves to viewers, manifesting their passion for makeup and showing emotional and physical resources that are used in the production.
In this article the concept emotional labor introduced by A. R. Hochschild is overviewed as well as her own research and further development of this idea in relation to service workers and professions of social welfare state in particular. The author claims that there is a heuristic potential of the theory of emotional labor in the sphere of service, where care and special attention to clients are required. This concept is essential also in the understanding and research of the risk of the emotional dissonance or alienation, and the solidarity of the service workers and their protests against the emotional norms of the corporate culture. This approach can be useful for social policy analysis, in particular, in the studies of professions of welfare state.
Companies increasingly use micro-celebrities for product endorsement. However, there are concerns around the self-presentation and credibility of this source of information online. This study examines the relationships between source credibility, self-presentation, and consumer behavior towards micro-celebrity endorsements. In-depth interviews were conducted with 38 female active users of Instagram, from Russia, to explore the impact of micro-celebrities’ credibility and self-presentation upon consumer purchase decisions. This study attempts to construct an extended source credibility framework applicable to the online context. The findings show that users deem micro-celebrities credible if they follow certain criteria of online behavior and self-presentation.
This paper discusses the difficulty of assessing service quality, as well as its parameters and criteria. The emotional component of the process in providing and consuming services in the context of the economy experiences is emphasized. The relationship between two concepts "emotional labor" and "emotional intelligence" are analyzed. The necessity of the further development of "sincere service" model is indicated.
Kindergarten structure and operation are strongly influenced by the interrelation between the emotionality of children and adults and the existing formal rules. This paper analyses the organizational form of a state kindergarten through Karen Ashcraft’s concept of “organized dissonance”. Case-study materials provide comparisons of bureaucratic organization, feminist organization, and organized dissonance based on parameters such as primary goals, power structure, rules, division of labor, qualifications for hiring and promotion, and ideal member relations. It is concluded that emotionality and the formal rules of kindergarten intermingle and may partially substitute for one another and modify the practices and participants’ relations.
The data were mostly collected through participant observations conducted in one of Moscow’s state kindergartens (April-May, 2013) but also included interviews and document analysis. Field notes and a diary were analyzed with the procedures of grounded theory.
The article deals with the mechanisms of adoption of monuments and urban street sculpture by a folkloric tradition: the appropriation of unofficial names, the appearance of humorous descriptions, the completion of the composition of monuments, and so on.
This collection of essays was published in a form of a catalogue for one of the propgrams screened at the Yamagata International Documentary Film Fstival in October 2019. The program entitled "The Creative Treatment of Grierson in Wartime Japan" was co-organized by the Yamagata International Documentary Film Festival and the National Film Archive of Japan and presented a broad variety of wartime Japanese documentaries as well as British and Soviet films that have influenced them. The collection of essays explores the development of wartime Japanese documentary cinema from variety of historical and theoretical perspectives.