О старом по-новому: функциональное использование образа Бабы-Яги в современном публичном дискурсе

Żanna Sładkiewicz


The 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.
Author Żanna Sładkiewicz (FL / IESP)
Żanna Sładkiewicz,,
- Institute of Eastern-Slavic Philology
Other language title versionsA new take on an old concept: functional use of the image of Baba Yaga in contemporary public discourse
Journal seriesStudia Rossica Gedanensia, ISSN 2449-6715, e-ISSN 2392-3644, (0 pkt)
Issue year2017
Publication size in sheets1
Keywords in EnglishBaba Yaga, modern public discourse, political caricature, commercial advertising, dual nature of the image
URL https://czasopisma.bg.ug.edu.pl/index.php/SRG/article/view/51/1234
Languageru rosyjski
LicenseRepository; published final; Uznanie Autorstwa - Na Tych Samych Warunkach (CC-BY-SA); with publication
Sladkiewicz_Zanna_О_starom_po_novomu_2017.pdf 708.2 KB
Score (nominal)5
Score sourcejournalList
ScoreMinisterial score = 5.0, 06-04-2020, ArticleFromJournal
Citation count*
Additional fields
LicencjaUtwór jest udostępniany na licencji Creative Commons Uznanie autorstwa-Na tych samych warunkach 4.0 Międzynarodowe (CC BY-SA 4.0) https://creativecommons.org/licenses/by-sa/4.0/
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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