The second part of the article studies three response types by audiences involving respectively morality, irony and play. The shift from the first to the third shows how audiences have moved on to a post-modern attitude. Typical of post-modernism is the creation of cult series, which in Russia cannot enjoy the support of merchandizing. Instead, they rely on a corpus of jokes about Stirlitz. These jokes undermine the series' ideological content, reassert the series' value through humour, which allows viewers to accept its weaknesses, and they model it on the new standards of American series (humour and action). The coming about of this cult reveals an attempt at (re-)organizing a community destroyed by widening social inequality, particularly as concerns access to culture.
Ученое исследование анекдотов про Штирлица
The second part of the article studies three response types by audiences involving respectively morality, irony and play. The shift from the first to the third shows how audiences have moved on to a post-modern attitude. Typical of post-modernism is the creation of cult series, which in Russia cannot enjoy the support of merchandizing. Instead, they rely on a corpus of jokes about Stirlitz. These jokes undermine the series' ideological content, reassert the series' value through humour, which allows viewers to accept its weaknesses, and they model it on the new standards of American series (humour and action). The coming about of this cult reveals an attempt at (re-)organizing a community destroyed by widening social inequality, particularly as concerns access to culture.
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