Fairytale Character as a Brand: communication strategies of national identification
https://doi.org/10.21453/2311-3065-2022-10-4-61-69
Abstract
The article is devoted to the analysis of fairytale character and its functioning in the context of globalization. Globalization process intensifies reverse tendency: enhancement of tradition and social community integration based on the values of national identity. Fairytale characters are regarded as archetypal representations, which form national identity and traditionality. The linguistic combination of words “fairytale character” and “brand” is regarded as a social spheres interpenetration marker. Fairytale character functions within social, politic, economic spheres, which are diffuse to each other. Hence, a fairytale character starts to be not only cultural symbol, but a marketing strategy object and ideologic platform for social community integration. The projects, the main characters of which are fairy tale characters, are considered as very essential for social communities integrity preservation process. Government, mass media and communication and business have a significant role to play in such projects development. It is shown that, since modern society is characterized by a diffuse interpenetration of social spheres, it can be assumed that a fairy tale character can function as a cultural and as a marketing project.
About the Author
I. S. Ismailova
Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Russian Federation
Russian Federation
Ismailova Inna Shamilievna – postgraduate student of the Intstitute of Public Administration and Civil Service
119571, Moscow, Vernadsky ave, 82
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Review
For citations:
Ismailova I.S. Fairytale Character as a Brand: communication strategies of national identification. Communicology. 2022;10(4):61-69. (In Russ.) https://doi.org/10.21453/2311-3065-2022-10-4-61-69
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