The image of the 90s in the representations of different generations: based on the materials of a sociological study

Образ 90-х гг. в представлениях различных поколений: по материалам социологического исследования

Andrey V. Tupaev (Тупаев А.В.)
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Andrey V. Tupaev (Тупаев А.В.): Southern Federal University

State and Municipal Management Scholar Notes, 2025, vol. 1, 211-218

Abstract: Introduction. Due to the current geopolitical situation and the political agenda in modern public discourse, the self-sufficiency of the cultural and civilizational model of the Russian state is being constructed in the worldview of Russians. This process presupposes the presence of images and assess-ments of key historical events fixed in the collective memory. The relevance in the context of our research is due to the possibility of deconstructing the image of the 90s from modern Russian discourse, as well as determining its place in the worldview of various generations as one of the key periods of the past. Purpose. Based on the obtained sociological data, to analyze the image of the 90s in the generational groups "X", "Y" and "Z". Theoretical foundations. The methodological framework includes four main components. First, the theory of collective memory and social oblivion as elements of the construction of reality. Secondly, the cognitive-value structure of the Russian's worldview: a construct for analyzing various components of the worldview, in our case, the image of the 90s. The third component is represented by the theory of generations, according to which individuals identify themselves as belonging to a particular social group (generation) based on a representation of a set of similar qualities determined by self-categorization. Fourth, a morphological analysis that will allow for the decontamination of the nineties as a separate element of political discourse. Results and conclusions. The article highlights some of the results of sociological research conducted in 2024 as part of the project: "Cultural universals in the worldview paradigm of modern Russian society: generational and regional dimensions." The main subject of the analysis was the transcribed data obtained as a result of the conducted focus groups. Based on the materials studied, it is possible to draw the following conclusions about the period of the 1990s: firstly, it is identified by respondents as one of the key points through which the legitimacy of the existing political order is justified, secondly, it has a rather contradictory image, which slows down the process of constructing and consolidating dominant ideas in collective memory, thirdly, continues to be the subject of a symbolic struggle in politics and culture, as a result of which opposite assessments exist in parallel in Russian society, Fourthly, Russian society has developed a steady interest in the period of the 90s, which entails the commercialization of the image and the exploitation of nostalgic experiences.

Keywords: nineties; worldview; cultural universals; generations; political discourse; generation «X»; generation «Y»; generation «Z»; values; cognitive value structure; legitimacy; political ideologies; collective memory (search for similar items in EconPapers)
Date: 2025
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