The article is about the intercultural communication.
The present chapter is dealt to the main steps of becoming and exisiting of Russian film in 1900-1990s.
The paper describes how the market meets culture in modern Russian cinema through the technologies of product placement. Interpreting data of the expert interviews and using content analysis of modern Russian blockbusters, the author reveals peculiarities of product placement in contemporary Russian cinema. Commercialisation of domestic film production industry is also analysed.
product placement; российский кинематограф; реклама; коммерциализация культуры.
The article covers versions of intercultural communication modeling and their implications for intercultural communication discourse modeling. An intercultural communication discourse integrates both elements of an intercultural communication system (Self- Other), and their dynamics. As a result, an intercultural communication discourse model is viewed as a cyclic model of the language personality development.