공익광고를 통해서 본 현대 러시아 사회- 2000년대 이후 주요 이슈와 변화 양상 -

Abstract

In the early days of the post-Soviet era, the Russian government actively used public service advertising to establish a new identity. Unlike the provocative public service advertisements of the Soviet era, which were mainly used to promote the government’s ideology with a strong ‘propaganda’ tendency, the public service advertisements in the post-Soviet era serve to make the public aware of the various social problems facing Russia. The public, recognizing the related problems through public service advertisements, will have empathy for the solution and improvement of the problem. And based on this, the foundation for the modern Russian identity is established. Therefore, it can be said that modern Russian public service advertisements represent the current state of Russian society and Russian identity. This article outlines the flow and history of public service advertisements in Russia since the 2000s, and furthermore, the aspects and characteristics of changes in various materials and issues appearing in advertisements. Through this, we examine the changes in the production method and expression of public service advertisements in Russia since the 2000s. In addition, this paper analyzes Russian perceptions and their attitudes toward major social issues that have been continuously exposed through public service advertisement channels over the past 20 years. The various values and problems presented by modern Russian public service advertisements are directly or indirectly related to the tasks that must be preceded for Russia's future, which will ultimately change more positively and progressively than the present. In this respect, the various messages that are continuously spread to the Russian people through public service advertisement channels can be seen as an indirect suggestion of the Russian identity that is ‘being created’ as well as the identity of Russia that is ‘to be created’. In addition, various messages and images seen through Russian public service advertisements can be seen as one of the important tools for realizing the ‘post-Soviet Russian identity’ that the Russian government is trying to establish.