Traditional Values in Contemporary Russian Media Discourse: Representations of Heroes and Holidays

Abstract

The article analyzes the process of the state policy’s return to the integration of traditional values. It examines how university students (from the Saratov and Pskov regions) perceive media representations of heroes and holidays on social media, as well as their consumer practices on online marketplaces during these celebrations. The empirical basis of the study includes a sociological survey of students, two focus groups, a content analysis of Telegram channels and VKontakte communities, and monitoring of the marketplaces Ozon and Wildberries. The article draws conclusions regarding the specific features of how the younger generation perceives national heroes of the past and present. The contemporary hero is most often associated with personal success, care for close ones, and “everyday heroism,” rather than with activities serving the state. At the same time, a positive shift is observed from the present-day “self-oriented” hero toward figures who have performed concrete acts of bravery, as well as toward professionals whose roles are associated with protecting citizens’ interests. The study also presents notable findings on youth perceptions of holidays. The main unifying traditions are identified as New Year, Easter, and Victory Day. Marketplace analysis further confirms strong consumer demand for goods associated with these праздники. At the same time, “new” state holidays such as Russia Day, Family, Love and Fidelity Day, and National Unity Day — demonstrate low levels of integration into youth communities. This is explained by the absence of established rituals, weak media articulation, and limited consumer potential. It is concluded that the digital media discourse reproduces both consolidating and fragmented models of collective identity. The actualization of traditional values is selective and depends on the presence of stable rituals, the emotional intensity of representations, and their incorporation into everyday practices.