О старом по-новому: функциональное использование образа Бабы-Яги в современном публичном дискурсе
AbstractThe article is devoted to the functional use of the image of Baba Yaga in various communicative spaces, marked by different pragmatic goals. The key mythological and fairy-tale characters are in demand in modern public discourse. Numerous authors use these images due to their high cultural significance for the society, their high “recognizability”, as well as the rich pragmatic potential of the images themselves. The author considers the main areas of use of Baba Yaga’s image: political and social caricature, marketing space (advertising of natural cosmetics, gastronomy, food products, services), educational sphere.
|Other language title versions||A new take on an old concept: functional use of the image of Baba Yaga in contemporary public discourse|
|Journal series||Studia Rossica Gedanensia, ISSN 2449-6715, e-ISSN 2392-3644|
|Publication size in sheets||1|
|Keywords in English||Baba Yaga, modern public discourse, political caricature, commercial advertising, dual nature of the image|
|Score|| = 0.0, 26-01-2018, ArticleFromJournal|
= 0.0, 26-01-2018, ArticleFromJournal - czasopismo zagraniczne spoza list
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.