Vasiliev N.A., Komissarov S.N. Cultural code. New generations of Russian youth. SEARCH: Politics. Social studies. Art. Sociology. Culture 5 (2020): 38-62.

Abstract

The article evaluates the state of modern Russian youth, its socio - economic and moral guidelines. Using the latest research from the American company Nielsen, the authors of the article are trying to find the relationship between modern consumer and cultural behavior of young people. Interesting is the possible correlation between attitudes towards foreign brands and their perception through their Russian counterparts. Also, the authors of the article tried to show the relationship between the growth in consumption of foreign goods and services and a simultaneous decrease in interest in the culture of their own country. But, most importantly, where are Russian youth now, what pressures are they under the pressure of American pop culture, and how long are the changes that Russian youth have been undergoing in recent decades? Another interesting assumption of the authors of the article is the assertion about the presence of a cultural code of Russian youth, which, even in the most difficult times, can open up and radically change the attitude of young people to their homeland, its culture, history, etc. The article is useful for people who are trying to analyze current youth trends. Also, the material will be useful to those who are associated with the production of domestic goods and services, for which the country has a huge potential. Without the development of the cultural code, the development of the domestic economy is impossible, here is one of the conclusions of the authors of the article.