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List of publications on a keyword: «молодежная субкультура»

  • Defiant advertising, or How advertisers attract the attention of young people to fast food products through outrage

    Book Chapter
    Vectors of socio-economic development in Russia. Modern challenges and opportunities
    Authors:
    Svetlana A. Goriunova, Irina V. Mkrtumova
    Work direction:
    Глава 12
    Abstract:
    Due to a noticeable decline in demand for advertising products, a decrease in sales and loss of profit in cafes and fast food restaurants, managers of some companies are forced to resort to extravagant ways of working with customers – involving epatage elements. The authors note that, to a greater extent, epathetic advertising causes negative emotions and makes a negative impression on older people, while in young people it evokes amazement, arouses interest, brings out laughter and the desire to buy fast food products precisely because of the original approach to their positioning. Based on the concepts of social field of P. Bourdieu, functional theory of R. Merton and others, the article outlines the features and peculiarities of difference between epatage and other attraction methods and techniques of influence on young people. Examples of socially significant epatage advertising, epatage in advertising products of catering restaurants Carl's Jr, Burger King, cafe ‘Shhelkunchik’ are given in this chapter. Understanding the impact of epathetic advertising, marketers also consider the possible consequences for brand reputation, including negative feedback and criticism. A strategy of ubiquitous social media presence not only maximizes audience reach, but also helps shape the consumer habits of young people. In conclusion, the authors emphasize that epathetic food advertising cannot bypass ethics, principles and postulates of morality.
    Keywords:
    youth subculture, consumer behavior, epatage advertising, epatage, social construction, catering restaurants, advertising content, attraction methods
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  • Idei K.D. Ushinskogo i sovremennoe patrioticheskoe vospitanie studentov

    Proceeding
    The legacy of the great Russian teacher K.D. Ushinsky
    Author:
    Lidiia V. Sidorova
    Work direction:
    Отражение педагогических идей К.Д. Ушинского в современном образовании и обществе
    Abstract:
    The article reveals the current ideas of K.D. Ushinsky about the education of patriotism and how these ideas are implemented in the education of students (as a methodological basis, the author of the article uses a personal-activity approach, the foundations of which are laid by K.D. Ushinsky). It is considered how patriotic education of students is organized during the educational process, how educational projects and tasks are based on digital, Internet technologies characteristic of the youth subculture for its effectiveness, attractiveness for young people (according to Ushinsky's idea, a person should be educated according to the "spirit of the times", the social environment, culture). The criteria for evaluating the results of patriotic education and the results of work (increasing the social activity of students, etc.) are disclosed.
    Keywords:
    patriotic education, Internet technologies, youth subculture, creative projects, joint network projects, network interethnic projects, network project interaction
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  • Subkul'tura rossiiskogo okolofutbola

    Proceeding
    History of culture, study of art and philology: modern points of view
    Author:
    Iuliia A. Koshkarova
    Work direction:
    Культурология
    Abstract:
    Статья посвящена вопросу субкультуры российского околофутбола. Важнейшими элементами субкультуры футбольных фанатов являются специфические фанатские ценности, войны, практики, творчество, символика, атрибутика, сленг. Российское фанатское движение до сих пор мало исследовано, единого мнения исследователей относительно структуры футбольного фанатского движения нет. Все это обусловлено относительной закрытостью для исследователей околофутбольных группировок, так как часто их деятельность связана с нарушением закона.
    Keywords:
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