Specificity of Representation of Public Relations in Magazine “Koster” (1970—1980)

Abstract

The article is devoted to the analysis of various aspects of social relations of the late Soviet period, which found expression on the pages of the children’s magazine “Koster”. The novelty of the study lies in the fact that for the first time a model of social relations mediated by the Soviet media was built. The material of the study was the issues of the magazine “Koster” for 1970—1980 in the amount of 6 copies of 52 to 68 pages each. The study was carried out in line with discourse analysis using the techniques of rhetorical analysis. In the course of the study, aspects of social relations reflected in the magazine “Koster” and the topoi realizing them were identified. A classification of aspects of relations and their topoi is proposed: the relationship of a child with an adult (topoi of parental authority, upbringing, approval of a child by an adult), the relationship of a child and peers (a topos of mutual assistance), the relationship “child-state” (topoi of morality, patriotism, ideological education, state care about childhood), man and country (topoi of ideologization, patriotism, mutual assistance, labor, industrialization), interaction between man and nature (topoi of colonization, care, admiration), a person in a multinational country (topoi of friendliness), a country in the world (topoi of superiority, internationalism).

Keywords

• children’s periodicals
• the ussr
• public relations
• topoi