Analyzing such communicative phenomenon as a glamourous discourse from the linguocultural point of view, author gives classification of characters of a glamourous discourse reveals their distinctive features, peculiarities of behavior and thinking.
Keywords: glamorous discourse, glamorous person, linguocultural character, glam capitalism.
Анализируя такой коммуникативный феномен как гламурный дискурс с лингвокультурной точки зрения, автор дает классификацию персонажей гламурного дискурса, раскрывает их отличительные черты, особенности поведения и мышления.
Ключевые слова: гламурный дискурс, гламурная личность, лингвокультурный персонаж, гламурный капитализм.
Glamorous discourse as one of the types of institutional discourse [1] is a means of social regulation, the formation of value orientations and an appropriate lifestyle. The world of glamour is modeled by the introduction to the «big five» (luxury, exotic, erotic, pink, blonde) and participation in the «big ten» (top lists, nominations, ratings, charts, etc.). It is ubiquitous and recognizable same: and in things and in people, and in their faces and clothes, souls and minds, and is defined as «1) bright lightness, 2) uncompromising optimism 3) refined bitchiness — not as lux class, but aesthetic hatred of the old sociality» [2].
Russian glamour as «a symbiosis of European fashion and social distinctions groups of people from the bulk of Russians, and strictly Moscow, the capital» [3] is a kind of imitation of the Bohemian aristocracy the beginning of the XX century, the newly minted oligarchs, the Nouveau riche, the new economic elite that, by identifying himself with high society (the oligarchs, bourgeois, senior officials, managers), are trying to gain respectability through brand consumption.
The modern ideology of the new Russian elite is effectively presented in a glamorous discourse that influences the mass audience through various information resources. In through this kind of interaction is communication, which is implemented in glamorous discourse we understand how difficult communication phenomenon, with the goal of glamor is not only consumption goods, clothing, style, but lifestyle, politics by forming relevant to the consumer values and the corresponding lifestyle, including the text as a result of the speech, context — situational, socio-cultural and pragmatic, as well as special language tools that meet the goals and objectives of the discourse. It should be noted that the researchers of the phenomenon of glamour emphasize not the natural belonging to this phenomenon due to attractive appearance or a certain financial situation, but the possibility of acquiring it through training. In this case, glossy magazines, various talk shows become not only preachers of the «glamorous» quality of life, but also a kind of advisers on the exploitation of glamour as a modus vivendi.
For self-presentation of glamour, it is necessary to have a standard. Such a standard has become, as D. A. Rudneva notes, «a new socio-cultural type, a kind of construct — a «glamorous person», or in the English version, celebrity» [4]. This is a person with a wide media fame, whose activity is concentrated in all spheres of activity, mainly in the field of entertainment and leisure.
Let's consider the glamorous discourse from a linguoculturological point of view and try to classify the existing linguocultural characters represented in the Russian mass media.
In solidarity with L. Agni's opinion, we note that there are no personalities in glamour (which may imply bohemia and high society), but there are characters. The character typified in the linguoculturological aspect is a generalized image of real-life persons with communicative behavior that defines and proclaims a system of glamorous values. Having considered the types of Russian glamour highlighted by Ogonyok magazine [5], we consider it legitimate to single out such linguistic and cultural characters as «oligarchic glamour», «Diaghilev glamour» within the glamorous discourse, «national glamour», «chekist glamour», «brutal glamour», «regional glamour», «metrosexual glamour». When modeling a linguocultural character, we rely on the fact that a linguocultural character is a kind of concept viewed from the conceptual, evaluative and figurative sides. In the works of V. I. Karasik and O. A. Dmitrieva, a scheme for modeling linguistic and cultural types is given. V. I. Karasik suggests considering linguistic and cultural types according to the following plan:
— description of the conceptual content of the concept under consideration, analyzes the most important names of the concept in their systemic relationships, including generic and oppositional relationships, reveals the motivation of the signs;
— determination of associative features of the type in question in the individual linguistic consciousness, established as a result of the analysis of short texts compiled by informants, contextual fragments and associative reactions of speakers of modern Russian linguoculture;
— identification of evaluative characteristics of this type in self-representation and in the representation of other social groups based on the analysis of evaluative judgments in the form of aphorisms and text fragments [6].
O. A. Dmitrieva expands the modeling of linguocultural types representation of a socio-cultural reference, which sets out the historical facts provides information about the period the existence of the simulated model, is given characteristics of typical appearance, clothing, any attributes, habitat, description language, manners, speech, ritual actions, scope of work, leisure, relationships, financial situation, decal, origin, age, value characteristics, evaluation of statements describing the priorities of this linguistic and cultural type, the assessments of his contemporaries, as well as his assessments at the present time [7].
Considering the linguistic and cultural characters of glamorous discourse, it should be noted that these types are clearly represented in multimedia media. After all, only the media environment gives an opportunity to speak to the whole new group — successful businessmen, highly paid professionals, people from the show industry, art, for whom the appropriate cultural stamps are fixed in the media: these are the «inhabitants of Rublevka», «oligarchs», «stars», etc. A feature of the glamorous format that reveals the socio-therapeutic resources of consumption, it is the image of a problem-free, charming star, encouraging her success, as well as following fashion, transforming herself and her everyday life in accordance with the standards of beauty.
All glamorous communication is designed for a narrow group. One of the forms of glamorous discourse is a hangout-communication in a closed environment of their own. The feeling of isolation is enhanced by the fact that the same people-images move from the series to advertising, from advertising to a concert, to a show (for example, whether it's «the beautiful nanny» A. Zavorotnyuk, «socialite» Ksenia Sobchak or Ivan Urgant). Glamorous conversation is a communication accompanied by a joke, a pun, funny off-screen music and is entertaining in nature without any political and social acuity with a touch of minor outrage. As V. Zvereva notes, «the main type of utterance is secular chatter, sometimes witty and bright, more often predictable. His favorite message can be called uncontested positive: «Vanya, there is such a beautiful girl standing next to you!» — «It's nice to hear a compliment from a beautiful girl!» (Glamour magazine ceremony, exchange of greetings between the winner in one of the categories and the host of the show)» [8].
Consider the linguistic and cultural characters of Russian glamour:
— Oligarchic glamour. «In the jargon of Russian journalists, oligarchs are big businessmen dictating their will to ministers and presidents from behind the scenes. This interpretation of the oligarchy was proposed in March 1997 by Boris Nemtsov» [9]. A modern oligarch is a middle-aged man who has a solid bank account, the style of clothing can be democratic: baseball cap, jeans, sweatshirt, and he does not need to assert himself with clothes: «Why a suit when you are already welcome everywhere? They say we are bright, young, successful, nihilists and even a little punks».
— Folk glamour. He is represented by girls from middle-class families who dream of «life in chocolate», who know everything about the life of «stars», imitating them, speaking a certain slang and living in parties, dreaming of marrying exclusively an oligarch. Many of them are pure and naive, but they want to be experienced and spoiled. Parents are often hated for the fact that they can only provide them with a two-bedroom apartment in a residential area and education at a local secondary school, and not at all in London and not at MGIMO (Moscow State Institute of International Relations).
— Diaghilev's glamour. This is a real and modern elite glamour of successful, educated «socialites» who know everything and everything do not come off the covers of glossy magazines, shocking, dressing exclusively «haute couture», visiting exceptionally expensive metropolitan closed clubs like Diaghilev, XIII and other places of exemplary glamorous content. «It is the latest collection of Dolce&Gabbana, Louis that is important here Vuitton or Gucci, she is revered thoroughly — from socks down to the underpants. The living embodiment is two friends: former model Ulyana Tseitlina and TV socialite Ksenia Sobchak. They know exactly what breed of dogs to get right now, what color tile should be in the bathroom, what you need to read and watch now, and what you can't in any case. Botox, rest lane, silicone are included.
— «Chekist glamour» is represented by stately, silent men older than middle age with status, with military bearing, with «Pechorinsadness in their eyes», emphasizing the officer's past. He may have a house on Rublevka, but he goes to work on an official Volga, which emphasizes his patriotism. As a rule, it has two pairs of watches, one — «Patek Philip» (for meetings with very close friends), the other — «Glory» (in them — to work). Sports, family values, a lot of work, modesty in clothes, favorite colors — black and dark gray. Meeting places traditional — «Lubyansky», «Glavpivtorg» and other expensive restaurants in the area of the FSB building.
— «Masculine glamour» is the new the tribe's top management, the frequenters of night elite clubs, happy life, creative personalities which interesting and charismatic in everything from clothes to inner peace: great shoes, great-fitting jacket, fashion jeans, expensive watches, beautiful shirt (but no tie!), designer bracelet here the way in which Fyodor Bondarchuk should to erect a monument to a growing tribe of the Russian top management.
— The glamour of metrosexuals is a generation of feminized men who, due to increased attention to their own appearance, as well as the spread of homosexuality, began to emphasize such a trait of homo glamouricus as femininity. Please refer to Wikipedia, which gives the following definition: «the Metrosexual — neologism to refer to modern men any sexual orientation, which give great importance to their appearance (physical shape, clothing, accessories) and, accordingly, spend a lot of time and money on improving their appearance and way of life» [10].
— Regional (provincial) glamour is distinguished by the peculiarities of the region, national style, character. In this case, we can talk about the symbiosis of different types of cultures (Russian, Western and national). These features they are vividly represented in glossy magazines of the local level. Here is an excerpt of one of the posts: «Glamour has reached the province. For a glamorous girl, all the details are important — starting from key chains, bracelets on her leg, phone laces and ending with the interior trim of her favorite car. Even if the girl has not mastered 40 % of the capabilities of the mobile phone and did not understand the on-board computer of the car, but every detail sculpts its unique image. She is able to write a guide to the best clubs, bars and restaurants in the city. In many establishments, a glamorous girl is accepted as a dear guest because she does not come alone, but in the company of a cheerful and generous company. Her face or other body parts are an indispensable attribute of photo reports about parties on the pages of local gloss. It's not the glamorous girl's fault that the local publications section the «secular chronicle» is still very modest» [11].
Thus, the characters in question do not exist in isolation, but are in certain generic and oppositional relationships with each other, which follow from their conceptual components. They have a common conceptual component «demonstrating success, following fashion, transforming oneself in accordance with the standard of beauty». A characteristic feature that takes place in the image of each of the characters is the speech of the type, which certainly contains glam jargon. Except moreover, analyzing the figurative component of the linguistic and cultural types of glamorous discourse, first of all it should be noted their gender labeling. In this typology, there were more male characters than female, therefore, glamour ceased to be a phenomenon with purely female historical and biological roots.
References:
- Ashinova I. V. Glamour and glamorous discourse // Kazan science. 2013. № 10.
- Ivanov D. V. Glam-capitalism. St. Petersburg, 2008. p. 176.
- Agni L. Russian glamour. URL: http://www.proza.ru/2009/03/16/623
- Rudneva D. A. Glamour and its presentations in the culture of post-industrial society at the turn of the XX-XXI century. Perm, 2010. p. 77.
- The main types in Russian glamour // Ogonek. URL: http://www.ogoniok.com/4988/6/
- Karasik V. I., Dmitrieva O. A. Linguocultural type: to the definition of the concept // Axiological linguistics: linguistic and cultural types: Collection of scientific tr. Volgograd, 2005. pp. 5–25.
- Zvereva V. Glamour call signs. Glamour: Cultural expansion or a new ideology? // The Art of cinema. URL: http:// kinoart.ru/archive/2006/11/ n11-article3
- Pribylovsky V. The Oligarchs of Putin's time // Meaning. URL: http:// www.compromat.net / page_13088.htm.
- The main types in Russian glamour...; Wikipedia. Free encyclopedia. URL: http:// ru.wikipedia.org/wiki /
- Signs of glamour. URL: http://maralkina. mylivepage.ru/
