Динамика рынка и стилистическая интеграция массовой литературы. Фэнтези и персонологичекий брендинг
The article contains a review of the evolution of style and genres of mass literature as products of mass consumption. We identify two concurrent trends in the development of contemporary mass literature. First, there is a growing integration of the various genres of popular literature. Second, there is differentiation, accentuating a unique and original personality of the author. A stylistic platform for both tendencies is the genre of fantasy. This genre is close to a social mythology, and is able to deliver a non-trivial content of branding (narratives, themes and plots, legends, striking names).Thus, fantasy provides opportunities to effectively integrate the popular literature with artifacts and technologies of other cultural industries in particular, and economy of consumer society in general.
Scientific articles digest is the result of working of the international scientific practicallyoriented conference for students, graduates, post-graduate students and young scientists “Brand Management in the XXI century” that was held in the School of Public Administration in Lomonosov Moscow State University on December 11, 2012. Digest refers to actual problems in brand management in the various fields. Branding is being studied interdisciplinary from the point of view of Management, Marketing, Public Administration and Sociology. Digest includes scientific articles of Russian and foreign students, graduates, post-graduate students and young scientists who study theory and practice of brand management.
The paper examines some classical cases of adaptation of western genre in the USSR.
The article presents a study aimed at investigating the degree of compliance of individual characteristics of a brand and individual characteristics of the owner of a brand on the example of the of beauty salon market.
This article traces the transformation of a genre of the review, traditional for the Russian journalism. This article offers the description of the speech structure of the review, based on the semantic category of an evaluation. The contemporary review occurrs not within a discourse of culture anymore, but also as a part of political or marketing communication within media environment.
The article provides the analysis of strength and nature of emotional bonds between consumers and corporate, product and personal brands of different companies. Based on the survey of respondents involved in groups of brands in social network Vkontakte the authors consider the impact of each of three types of brands on emotional bonds with consumers creation.
This article describes linguistic peculiarities of a column - one of the most popular and scantily explored genres of contemporary journalism. This genre, initially intended for commenting the political events, is undergoing transformation under the influence of non-professional authors, still keeping its basic features.