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Skol’skii R.V. [Advertising as a tool for shaping popular culture in contemporary Russia] World of Science. Series: Sociology, Philology, Cultural Studies, 2026, Vol. 17, No. 3. Available at: https://sfk-mn.ru/PDF/15KLSK326.pdf (in Russian).

Advertising as a tool for shaping popular culture in contemporary Russia

Skol’skii Roman Valerievich
State Academic University for the Humanities, Moscow, Russia
Advertising Agency «Twiga», Moscow, Russia
E-mail: romanskolsky@gmail.com

Abstract. Advertising is one of the most important and effective means of shaping popular culture in the modern world. This article examines the specific impact of advertising on popular culture in Russia under current conditions. In the first part of the article, using an analysis of scientific literature on cultural studies, sociology, and mass psychology, the authors identify the means by which advertising is becoming a tool for shaping popular culture. Specifically, they determine that advertising creates a system of symbols and signs through which individuals identify themselves in society. These symbols are created and used by advertising market participants to create identities that are beneficial to advertisers and are embedded in the public consciousness. Furthermore, a variety of archetypal images are employed to connect advertising with consumers and enhance its impact. The second part of the article examines the specific impact of advertising on popular culture in Russia. It is revealed that this influence is acquiring its specificity in the new geopolitical conditions in which Russia has found itself since 2022. In these conditions, the role of state-promoted social advertising is growing, focused on achieving two main goals: ensuring the cultural autonomy of Russian society in the context of the dominance of Western values in the world, and promoting ideals (patriotism, family spirit, etc.) through advertising aimed at achieving objectives that are critical for the Russian state at the current stage of its development.

Keywords: mass culture; cultural identity; advertising; social advertising; Russia; Russian society; Russian state

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