The author proceeds from the fact that the construction of gender continues to take place today thanks to various technologies: cinema, art of photography, performances, and satellite channels. The main purpose of the paper is to show what institutional discourses are behind the technologies of gender construction, how the government is able to control the area of social meanings and thereby produce, develop and “implant” gender representations. The author tries to compare narrative texts (rudimentary narrative) and visual sources (visual artifacts) of Soviet and post-Soviet Russia and to show the following: how the visual image of the era is formed; how public space invades into the sphere of the private through posters, postcards, magazine photos, movies, media, and how it aff ects the formation of gender identity.
Keywords: gender identity; gender representation policy; visual technologies; image dynamics; photographic illustration; Soviet woman; gender related celebration..
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