O. V. Pishchalnikova
pischalnikowa.olga2015@yandex.ru
Saratov State University, Saratov, Russian Federation
F. M. Dostoevsky as a national brand: causes and consequences
Abstract: The article presents the analysis of the phenomenon that violates all the foundations of classical literary ethics
i.e. the brandization of F.M. Dostoevsky’s personality. In the realities of the modern world, even the figure of a Russian classical author can become a national brand. In this paper, the phenomenon of brandization is considered by the author exclusively in a negative way. Special attention is paid to the disclosure of the semantic core of the concepts “brand”, “national brand”, “branding”, “brandization”, “person-brand” and “personality-brand”. Proceeding from the modern cultural and social context, the author made an attempt to correlate these concepts with the personality and creativity of F.M. Dostoevsky. Also, the analysis of the cultural and social context allowed us to determine the reasons for the brandization of the Russian classic personality; the author divided it into the following areas for convenience: political, economic, cultural-historical and social. Starting from the reasons highlighted in the article, the author suggests to consider the negative consequences of the brandization of the personality and creativity of F.M. Dostoevsky, among which the emphasis is on the disadvantages of the modern reading of the philosophical and political views of the Russian classic. Within this consequence an attempt is also proposed to comprehend the ambiguous and controversial phenomenon of modern reading of classical works.
Keywords: F. M. Dostoevsky, national brand, brandization, person-brand, personality-brand, analysis of the semantic core of concepts, cultural and social context, the phenomenon of modern reading.
Paper submitted: December 12, 2021.
For citation: Pishchalnikova O. V. (2022). F. M. Dostoevsky as a national brand: causes and consequences. Russian Journal of Social Sciences and Humanities, vol. 16, no. 1, pp. 12–23. DOI: 10.17238/issn1998-5320.2022.16.1.2.
