This is the first book to explore the phenomenon of glamour and celebrity in contemporary Russian culture, ranging across media forms, disciplinary boundaries and modes of inquiry, with particular emphasis on the media personality. The book demonstrates how the process of ‘celebrification’ in Russia coincides with the dizzying pace of social change and economic transformation, the latter enabling an unprecedented fascination with glamour and its requisite extravagance; how in the 1990s and 2000s, celebrities - such as film or television stars - moved away from their home medium to become celebrities straddling various media; and how celebrity is a symbol manipulated by the dominant culture and embraced by the masses. It examines the primacy of the visual in celebrity construction and its dominance over the verbal, alongside the interdisciplinary, cross-media, post-Soviet landscape of today’s fame culture. Taking into account both general tendencies and individual celebrities, including pop-diva Alla Pugacheva and ex-President and current Prime Minister Vladimir Putin, the book analyses the internal dynamics of the institutions involved in the production, marketing, and maintenance of celebrities, as well as the larger cultural context and the imperatives that drive Russian society’s romance with glamour and celebrity.

This is the first book to explore the phenomenon of glamour and celebrity in contemporary Russian culture, ranging across media forms, disciplinary boundaries and modes of inquiry, with particular emphasis on the media personality. Considering both general tendencies and individual celebrities, it examines the internal dynamics of the institutions involved in the production, marketing and maintenance of celebrities, and the context and imperatives which drive Russian society’s fascination with glamour and celebrity.

As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social networking. Throughout, emphasis is placed on the inherently visual - not to say spectacular - nature both of consumption generally, and of Russian consumer culture in particular. Particular attention is paid to the ways in which brands, both Russian and foreign, construct categories of identity in order to claim legitimacy for themselves. What emerges is a fascinating picture of how consumer culture is being reinvented in Russia today, in a society which has one, nostalgic eye turned towards the past, and the other, utopian eye, set firmly on the future. Borrowing concepts from both marketing and cultural studies, the approach throughout is interdisciplinary, and will be of considerable interest, to researchers, students and practitioners wishing to gain invaluable insights into one of the most lucrative, and exciting, of today’s emerging markets.

Social differentiation, poverty and the emergence of the newly rich occasioned by the collapse of the Soviet Union have seldom been analysed from a class perspective. Rethinking Class in Russia addresses this absence by exploring the manner in which class positions are constructed and negotiated in the new Russia. Bringing an ethnographic and cultural studies approach to the topic, this book demonstrates that class is a central axis along which power and inequality are organized in Russia, revealing how symbolic, cultural and emotional dimensions are deeply intertwined with economic and material inequalities. Thematically arranged and presenting the latest empirical research, this interdisciplinary volume brings together work from both Western and Russian scholars on a range of spheres and practices, including popular culture, politics, social policy, consumption, education, work, family and everyday life. By engaging with discussions in new class analysis and by highlighting how the logic of global neoliberal capitalism is appropriated and negotiated vis-à-vis the Soviet hierarchies of value and worth, this book offers a multifaceted and carefully contextualized picture of class relations and identities in contemporary Russia and makes a contribution to the theorisation of class and inequality in a post-Cold War era. As such it will appeal to those with interests in sociology, anthropology, geography, political science, gender studies, Russian and Eastern European studies, and media and cultural studies.

Is Vladimir Putin macho, or is he a "fag"? Sex, Politics, and Putin investigates how gender stereotypes and sexualization have been used as tools of political legitimation in contemporary Russia. Despite their enmity, regime allies and detractors alike have wielded traditional concepts of masculinity, femininity, and homophobia as a means of symbolic endorsement or disparagement of political leaders and policies. By repeatedly using machismo as a means of legitimation, Putin's regime (unlike that of Gorbachev or Yeltsin) opened the door to the concerted use of gendered rhetoric and imagery as a means to challenge regime authority. Sex, Politics, and Putin analyzes the political uses of gender norms and sexualization in Russia through three case studies: pro- and anti-regime groups' activism aimed at supporting or undermining the political leaders on their respective sides; activism regarding military conscription and patriotism; and feminist activism. Arguing that gender norms are most easily invoked as tools of authority-building when there exists widespread popular acceptance of misogyny and homophobia, Sperling also examines the ways in which sexism and homophobia are reflected in Russia's public sphere.

Based on extensive original research, this book examines the extent to which media in Russia upholds the Russian government’s stance on sexuality. It considers the Russian government’s policies designed to uphold ‘traditional sexuality’, reveals the strategies of resistance used by Russian media outlets to create positive portrayals of non-heteronormative people and circumvent the restrictive 2013 legislation banning positive representations of ‘non-traditional sexual relations’, and highlights particular examples of subversive media practices. Overall, the book challenges the prevailing view that media in authoritarian regimes are completely compliant with their government’s position.

This book explores how clothing consumption has changed in Russia in the past 20 years as capitalism has grown in a postsocialist state, bringing with it a "consumer revolution." It shows how there has been and continues to be a massive change in the fashion retail market and how ideal lifestyles portrayed in glossy magazines and other media have contributed to the consumer revolution, as have shifts in the social structure and everyday life. Overall, the book, which includes the findings of extensive original research, including in-depth interviews with consumers, relates changes in fashion and retail to changing outlooks, identities, and ideologies in Russia more generally. The mentioned changes are also linked to the theoretical concept of fashion formed in postsocialist society.