Anna S. SUMSKAYA Ural Federal University named after the first President of the Russian Federation B.N. Yeltsin
51, Lenin Street, Yekaterinburg, 620000, Russian Federation
Associate Professor
Doctor of Sciences (Philology)
e-mail: anna.sumskaia@urfu.ru
ORCID: 0000-0001-8186-2937
Pavel F. SUMSKOYUral Federal University named after the first President of the Russian Federation B.N. Yeltsin
51, Lenin Street, Yekaterinburg, 620000, Russian Federation
Associate Professor
PhD in Cultural Studies
e-mail: sumskoi.pavel@urfu.ru
ORCID: 0000-0002-0052-7908
Media Texts of Soviet Generations in the Cultural Experience of Young Russians: a Linguacultural AnalysisAbstract: This study, based on the reception of the Soviet media text “Russian Project” (1995–1997), created by representatives of the “pre-digital” mediageneration, by the “digital” mediageneration, examines the intergenerational transfer of cultural value experiences from representatives of the “pre-digital” (Soviet) mediageneration to young Russians. The relevance of this work stems from the need to preserve value continuity in Russian society while simultaneously recognizing the profound differences in the media and cultural experiences of the “analogue” (Soviet) and “digital” (Russian) mediagenerations. The methodological basis is a linguacultural approach, allowing for the analysis and systematization of methods for transmitting culturally significant information and the specifics of encoding and decoding cultural meanings. The theoretical framework is provided by T. G. Dobrosklonskaya's concepts of media text, L. B. Zubanova's concepts of digital memory, A. S. Sumskaya's concepts of mediagenerations, and A. Vezhbitskaya's concepts of cultural scenarios. The empirical base consists of 21 public service announcements from the “Russian Project” and transcripts of responses from 268 UrFU students majoring in humanities and engineering to four questions about the videos' themes, the values they represented, their relevance to young Russians, and possible format changes during modern re-shoots. A linguacultural analysis revealed that the core values of the “Russian Project”– their established fundamental values of faith, love, young Russians recognize family, mutual assistance, and memory – as relevant, but the analog media code of its presentation (pathos, linearity, monologism, and verbal intensity) causes cognitive dissonance. In response, representatives of “digital” mediagenerations propose strategies for recoding meanings in media texts: compression (the demand for the Reels format), visualization/interactivation (digital interfaces as part of the frame, split-screen, interface overlays), and dialogization (replacing closed endings with open questions). This leads to the conclusion that the intergenerational transfer of cultural experience captured in Soviet mediatexts in the digital age is possible not through the conservation of forms, but through their strategic transformation – the design of “translations” of meaning from the language of one media generation to the language of another, where media format becomes a key meaning-making element.
Key words: cultural history, culturally significant information, post-Soviet media space, Soviet and Russian media generations, habitus of media generations, intercultural interaction, reinterpretation.
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For Citation: Sumskaya, A., Sumskoy, P. (2026) Media Texts of Soviet Generations in the Cultural Experience of Young Russians: a Linguacultural Analysis. International Journal of Cultural Research, 2 (63). 37–48. DOI: 10.52173/2079-1100_2026_2_37
DOI: 10.52173/2079-1100_2026_2_37
