"У вас там ни вкуса ни тонкости": телереклама в России в 1990-1995 годах как новое социальное явление и ее восприятие старшим поколением россиян

Вестник Пермского университета. Серия: История. 2018. Т. 43. № 4. С. 134–141.

Karpenkina Y.

The article discusses the special role of television advertising in the formation of a new mass culture in the first half of the 1990s, as well as the reception of television advertising by the elder generation of Russians. The author seeks to answer a number of questions: what was the first television advertising in Russia and how it was "embedded" in the cultural context of post-Soviet society? How did the "Soviet" generation perceive the TV advertising? To what extent did their cultural experience come into conflict with the new cultural and social phenomenon of the TV advertising? What was the degree of trust the "Soviet" generation to the first advertising on television in the early 90's? how they were influenced by it?

The author comes to the conclusion that in 1990-1995 there was a cultural conflict in the sphere of communication between the elder generation of Russians and the TV advertising. The reason is that the advertising of that time did not take into account the former Soviet cultural and historical models of behavior and way thinking, which were carried by the "Soviet" generation. However, despite that, the contents of the correspondence to the TV center "Ostankino" also indicates that TV advertising did not just irritate the Russian TV audience, but solved the issue of secondary socialization for the elder generation.

Keywords: постсоветская Россия, телевидение, 1990-е гг., TV advertising, collapse of the USSR, реклама, history of Russia in the 1990s, СССР, советское поколение

Publication based on the results of: Социальная история России (1990-е годы) (2017)