The Image of the Family in the Modern Advertising Discourse of Russian Media

• Main Authors: Margarita Stepanovna VYHRYSTYUK, Sofya Vladimirovna ONINA, Julia Valeryevna ISLAMOVA, Irina Petrovna SAVCHUK
• Format: Article
• Language: English
• Published: Transylvanian Association for Romanian Literature and Culture of Romanian People (ASTRA), Năsăud Department, Salva Circle 2019-07-01
• Series: Astra Salvensis
• Subjects: Russian family; transformation; advertising discourse; gender roles; image
• Online Access: https://astrasalvensis.eu/blog/mdocs-posts/63-margarita-stepanovna-vyhrystyuk-sofya-vladimirovna-onina-julia-valeryevna-islamova-irina-petrovna-savchuk-the-image-of-the-family-in-the-modern-advertising-discourse/

Among social institutions, the family occupies a key position in its existential essence - in maintaining the existence of family members and in the birth - the socialization of children. The family is such an evolutionary invention of humanity that harmoniously combines its own existence with the extension of the family, surnames and thus provides status-role performers with other social institutions, contributing to their survival and the existence of society as a whole. The mediating role of the family takes on another dimension: through the existence and continuity of the family generations, reproduction of the population in society, reproduction of labor resources and bearers of social roles is achieved. Thus, the existence of a family is a condition for the functioning of the social structure of society. The historical realities of the 21st century, which resulted from the "modernization of society, led to the transformation of the family structure, the emergence of specific features of the modern family, which have a disorganizing impact on the institution of the family. The narrow focus of the socio-communicative and socio-technological approaches to understanding advertising does not allow us to identify the main trends and characteristics of advertising the family way of life in modern Russia.