Soviet fashionable discourse (second half of the 1970s - 1980s): evolution of broadcasted consumer strategies

The essay on the basis of the analysis of the information space of the Soviet fashion magazines 1970s and 1980s, an attempt of reconstruction of broadcast these papers activity strategies and consumption practices of the population, identified various factors that affect the specifics of fashionable discourse of the selected period. In par­ticular, it is proved that the information space of the Soviet fashion was influenced by the ideology and trade deficit, and was sensitive to the penetration of Western consumption standards and reflect the psychological desire of the population of the USSR to unlimited material consumption. The main vectors of change broadcast consumer stereo­types population: from orientation on "rationality" and "moderation" in the acquisition of things, before the presenta­tion in a favorable light duffel diversity and abundance. Reasons for changes were: the weakening of ideological control in the USSR in the 1970s - 1980s, the penetration of Western consumption standards, the desire of the popu­lation to purchase goods.