Open AccessPatriotism for sale or distribution of values in the era of marketing
Author(s) -
Żanna Sładkiewicz
Publication year - 2018
Publication title -
przegląd wschodnioeuropejski
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.186
H-Index - 4
eISSN - 2450-0828
pISSN - 2081-1128
DOI - 10.31648/pw.3596
Subject(s) - patriotism , ideology , context (archaeology) , state (computer science) , politics , element (criminal law) , political science , value (mathematics) , law , advertising , sociology , history , business , archaeology , algorithm , machine learning , computer science
Patriotism is the foundation of the social system viability, one of the conditions for the proper functioning of the state. Patriotism is not transmitted through the genetic code, but formed in the society. Over the past two decades in Russia no ideological value has undergone such an evaluation as patriotism. After the collapse of the previous regime the governing structures have been trying to “resuscitate” patriotism as an integral element of the national mentality. Moreover, in the era of ubiquitous marketing, patriotism is not only instilled in the citizens, but also sold. Taking into account the socio-political context, enterprising people and public companies greatly expanded the range of “patriotic” products (T-shirts, hats, toys, dolls, puzzles, alphabet). The author analyzes the increasing distribution of patriotic ideas in Russia in the following areas: sports paraphernalia, souvenirs and home accessories.