CHARACTERISTICS OF IMAGE OF THE RUSSIAN FAMILY IN MODERN ADVERTISING DISCOURSE

Abstract

The historical realities of the end of the 20th century, which resulted from the ,,modernization” of society, led to the transformation of the family structure, the emergence of specific features of the modern family, which have a disorganizing impact on the institution of the family. The spread of low-income families, the devaluation of traditional family relations, and the increase in the number of divorces, the change in the reproductive attitudes of the population-these phenomena characterize the crisis situation of the institution of the family in modern Russia. The negative tendencies that accompany the development of the modern family negatively affect the stability of the social structure, since the functions performed by the institution of the family are practically irreplaceable functions of other social institutions. Dysfunctional changes in the modern family make it urgent to find effective ways to solve the family-demographic problems of Russian society. At the macro level, the task of maintaining the family institution becomes a priority for the state, for which the preservation of the family institution has a social and economic significance. In recent years, a number of legal acts have been adopted in Russia, which have a normative and recommendatory character regarding the need for an integrated approach to solving problems of information support for family and demographic policy.

Keywords

• modern family
• traditional values
• propaganda
• advertising discourse
• social order
• Russia