Journal of Siberian Federal University. Humanities & Social Sciences / Imaginary (Mythical) Characters as Axiological Markers of Social Mythology in the Mind of Young Social-Humanitarian Intelligent People of Russia in the Second 10-year Half of the Twenty-first Century Beginning

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Journal of Siberian Federal University. Humanities & Social Sciences: 2008, Vol. 1, Issue 4
Ulyanovsky, Andrey V.
Contact information
Andrey V. Ulyanovsky: Herzen State Pedagogical University of Russia, 48 Moika River Embankment, St. Petersburg, 191186 Russia, e-mail:
imaginary (mythical) characters; social mythology; Russia; images of adverts and brands; city folklore; mass media

The “top of mind” content of the young socio-humanitarian intelligent people of Russia has been received in a form of text descriptions of 3,000 printed characters in volume and unique visual illustrations of more than 240 image units which are divided into four clusters approximately equal between each other in the number of printed characters: images of adverts and brands, city folklore, books, mass media production. The problem of understanding in this area comes from the overwhelming dependence on the content of distribution channels – factual carriers of information (text books, books, mass media production, multimedia, commercial communications). Often, there is support based on experience and hypotheses of experts or on generalized data on all layers of population. The research this article is based on fills an incredibly important gap in the area of social mythology. This gap is connected to understanding the entire synchronized net of images that appear to be the content of Russian population’s conscious mind with regard to age, level of education, lifestyles, and subcultures.

Paper at repository of SibFU

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