Replantation of the Soviet as an everyday consciousness trend (on the materials of regional and hyperlocal media)

Using the materials of a number of regional and hyperlocal media in the republic of Tatarstan, the author reveals a new trend in the everyday consciousness of the modern society, which is suggested to be refereed to as a replantation of the Soviet. The term implies such a change in the social paradigm of considering an extensive Soviet theme, which allows «re-adding» it into the circuit of public discussion on neutral grounds, free from any negativist connotations. It is concluded that such updated optics, offered by journalists, makes possible the revision of the Soviet culture, which is sometimes undeservedly consigned to oblivion, as well as reappropriation of its heritage.