On the Trans-Siberian with Sylvester Stallone: National Identity and Brand Identity in Post-socialist Russia
DOI:
https://doi.org/10.15826/qr.2014.3.069Аннотация
В этой короткой статье мы рассматриваем, как при создании брендовой идентичности в постсоветской России происходит обращение к патриотическим чувствам потребителей. В рамках темы исследование ограничивается сферой алкогольной продукции. В первой части статьи анализируется оформление упаковки различных видов водки и бренди. Далее мы обращаемся к анализу пивной продукции, а именно к странице бренда «Сибирская корона», принадлежащего международной пивоваренной корпорации AB InBev, в социальной сети Facebook (страница озаглавлена ‘The Map of Russian Pride’). Наша статья носит концептуальный характер, и мы прибегаем к методологии визуального исследования, опираясь на труды Шредера (2002) и Маннинга (2010). В статье показано, что некоторые бренды в современной России порождают определенные виды мифов о России и русскости и в итоге – о самих себе как брендах. Это делается путем обращения к прошлому или, скорее, методичным выбором элементов прошлого, которые вписываются в великое повествование, охватывая и бренд, и нацию. Статья затрагивает разные области. Во-первых, она касается исследований социальных сетей, в особенности посвященных обсуждению роли, которые такие сети играют в построении образа бренда. Во-вторых, исследует соотношение между построением легитимности бренда и (вос-)становлением национальной идентичности. И, возможно, самое главное, статья расширяет посвященный иконическим брендам новаторский труд Холта (2006) рассмотрением незападного контекста. Результаты анализа показывают, что дальнейшее исследование должно быть посвящено изменениям, которые вызывают в образе бренда социальные сети, а также роли, которую они играют в процессе узаконивания бренда и продвижении мифа о национальной идентичности – не только на российском, но и на других рынках.Библиографические ссылки
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Schroeder, J. E. (2002). Visual Consumption. London and New York: Routledge.
Woodward, I. (2007). Understanding Material Culture. Los Angeles and London: Sage.
Borgerson, J. & Schroeder, J. (2008). Packaging paradise: Sonic branding of the south pacific. Material World [blog]. Retrieved from http://www.materialworldblog.com/2008/04/packaging-paradise-sonic-branding-of-the-south-pacific/ (last accessed on 19.10.2013).
Boym, S. (2001). The future of nostalgia. New York: Basic Books.
Champoux, V., Durgee, J. & McGlynn, L. (2012). Corporate Facebook pages: When ‘fans’ attack. Journal of Business Strategy, 33, 2, 22–30.
Fehérváry, K. (2009). Goods and states: The political logic of state-socialist material culture. Comparative Studies in Society and History, 51, 2, 426–459.
Floch, J.-M. (1990). Sémiotique, marketing et communication: Sous les signes, les stratégies. Paris: Presses Universitaires de France.
Glass, A. (2012). The material culture of (n)ostalgie. Retrieved from http://www.materialworldblog.com/2012/04/the-material-culture-of-nostalgie/
Heilbrunn, B. & Barré, B. (2012). Le packaging. Paris: Presses Universitaires de France.
Hilton, M. L. (2012). Selling to the masses: Retailing in Russia, 1880–1930. Pittsburgh: University of Pittsburgh Press.
Hine, Th. (1995). The total package: The secret history and hidden meanings of boxes, bottles, cans, and other persuasive containers. Boston: Back Bay Press.
Hollenbeck, C. R. & Kaikati, A. M. (2012). Consumers use of brands to reflect their actual and ideal selves on Facebook. International Journal of Research in Marketing, 29, 4, 395–405.
Holt, D. B. (2006). Jack Daniel’s America: Iconic brands as ideological parasites and proselytizers. Journal of Consumer Culture, 6, 3, 355–377.
Kaplan, A. M. & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54, 3, 253–263.
Kravets, O. (2012). Russia’s ‘pure spirit’: Vodka branding and its politics. Journal of Macromarketing, 32, 4, 361–376.
Kravets, O. & Örge, Ö. (2010). Iconic brands. Journal of Material Culture, 15/2, 205–232.
Lévi-Strauss, C. (1968). Structural anthropology. London: Allen Lane.
Makarenko, K. & Borgerson, J. (2009). Ice cream and “CCCP”: Evoking nostalgia in post-soviet packaging. Retrieved from http://www.materialworldblog.com/2009/05/icecream-and-cccp-evoking-nostalgia-in-post-soviet-packaging/
Manning, P. (2010). The semiotics of brand. In Annual Review of Anthropology. (Vol. 39, pp. 33–49).
Manning, P. (2012). The semiotics of drink and drinking. London and New York: Continuum Books.
Manning, P. & Uplisashvili, A. (2007). ‘Our beer’: Ethnographic brands in postsocialist Georgia. American Anthropologist, 1094, 626–641.
Miller, D. (1987). Material culture and mass consumption. Oxford: Basil Blackwell.
Miller, D. (2010). Stuff. Cambridge: Polity.
Miller, D. & Horst, H. A. Introduction. (2012). The digital and the human: A prospectus for digital anthropology. In H. A. Horst & D. Miller (Eds.), Digital Anthropology. London and New York: Berg.
Morris, J. (2005). The empire strikes back: Projections of national identity in contemporary Russian advertising. In The Russian Review. (Vol. 64, pp. 642–660).
Morris, J. (2007). Drinking to the nation: Russian television advertising and cultural differentiation. Europe-Asia Studies, 59, 8, 1387–1403.
Oushakine, S. A. (2007) ‘We’re nostalgic but we’re not crazy’: Retrofitting the past in Russia. In The Russian Review. (Vol. 66, pp. 451–482).
Pongsakornrungslip, S. & Schroeder, J. E. (2011). Understanding value co-creation in a co-consuming brand community. The Marketing Review, 11, 3, 303–324.
Roberts, G. (2008). Palimpsestes ou âmes mortes? La russification des marques européennes de grande consommation. Retrieved from http://institut-est-ouest.ens-lsh.fr/spip.php?article129
Roberts, G. (2013). It’s (im)material: Packaging, social media and iconic brands in the new Russia. Retrieved from http://www.materialworldblog.com/2013/09/its-immaterialpackaging-social-media-and-iconic-brands-in-the-new-russia/
Roberts, G. (2014). Message on a bottle: Packaging the Great Russian Past. In Consumption, Markets and Culture. (Forthcoming).
Sabonis-Chafee, T. (1999). Communism as kitsch: Soviet symbols in post-soviet society. In A. M. Barker (Ed.), Consuming Russia: Popular culture, sex, and society since Gorbachev. Durham and London: Duke University Press.
Schroeder, J. E. (2002). Visual Consumption. London and New York: Routledge.
Woodward, I. (2007). Understanding Material Culture. Los Angeles and London: Sage.
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Опубликован
2023-10-16
Как цитировать
Roberts, G. (2023). On the Trans-Siberian with Sylvester Stallone: National Identity and Brand Identity in Post-socialist Russia. Quaestio Rossica, (3), 197–208. https://doi.org/10.15826/qr.2014.3.069
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