Domesticating the Western format on Russian TV: Subversive glocalisation in the game show ()

Natalia Rulyova

Europe-Asia Studies, 2007, vol. 59, issue 8, 1367-1386

Abstract: Combining semiotic strategies and audience research, this contribution focuses on Pole chudes (Field of Miracles), the Russian adaptation of the popular television format Wheel of Fortune, to analyse the specific case of subversive glocalisation. A comparison of Pole chudes with other adaptations reveals the tensions characteristic uniquely of post-Soviet space, such as those between the national and the local under the influence of the global, between the centre and the periphery; between commercial/capitalist and traditional/folk practices, and between the collective and the individual. Focus group research shows that Pole chudes splits viewers by class, location and age, with the metropolitan intelligentsia at one end of the spectrum and the narod in the provinces at the other. In addition, it is argued that Pole chudes represents a case of post-Soviet identity construction in which top-to-bottom tendencies, in particular nation building, merge with bottom-to-top ones, such as local and folk practices.

Date: 2007
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DOI: 10.1080/09668130701655200

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