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Research Article

Children’s Illustrated Magazines in the Era of Post-Soviet Transformation

Pages 174-187 | Published online: 28 Jul 2020
 

Abstract

The study of Russian children’s illustrated magazines at the various stages of their formation and development remains a relevant topic due to the evolution of their printed forms in the context of the transformation of the media environment. The first Russian children’s magazine was Children’s Reading for the Heart and Mind [Detskoye chteniye dlya serdtsa i razuma] (1785–1789). This publication contributed to the creation of Russian periodical literature for children, and it provided the point of departure for the creative efforts of numerous publications that followed in its footsteps, including even present-day Russian children’s magazines.

The aim of the present article is to study the evolution of the forms of Russian children’s illustrated magazines under modern processes of the transformation of the media environment. This goal has determined the objectives of the paper: to study empirical materials related to this topic, consisting of numerous children’s publications from different historical periods; identifying the relevant stages of the development of children’s periodicals; examining the content and formal characteristics of children’s periodicals; applying an integrated approach to working with the most important aspects of Russian children’s magazines in the process of transforming the media reality.

Our research methodology is based on a structural approach, which has been updated to incorporate structural-functional, structural-formal, and system-synergetic approaches as well as linear regression methodology. The problems that arise from the epistemological context are determined by the significance of the integrated approach to the study of the formal structure of Russian children’s illustrated magazines. When we review the state of research in this area, we see that there have been very few studies of Russian periodicals for children despite the relevance of the topic.

During the process of their formation and development, children’s magazines came into being as a special type of publication with varying subject-thematic, ideological, political, pedagogical, and commercial orientations. They differed in their target audience, content, and presentation, and they were made available to a wide circle of readers. The content of these publications mainly included fiction, journalism, nonfiction articles, sociopolitical commentary, entertainment, and advertising. We have provided a theoretical justification of our research methodology, which uses the general scientific structural method and facilitates the study of the evolution of Russian children’s illustrated magazines. The methodology has allowed us to draw conclusions about how their formal structure as well as the larger media environment were transformed over time.

Notes

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2. I. Feoktistov, “Iz istorii detskoy zhurnalistiki v Rossii.” Vospitaniye i obucheniye, 1887, nos. 4–5, pp. 77–83, 118–121.

3. N.V. Chekhov, Detskaya literature. Moscow: Izd-vo “Pol’za” V. Antik” i K°., 1909, pp. 59–82.

4. M. Beketova, “Ocherk istorii russkoy detskoy zhurnalistiki (1785-1855 gg.),” in A. K. Pokrovskaya and N.V. Chekhov (eds.), Materialy po istorii russkoy detskoy literatury (1750-1855), no. 1, Moscow: Izdaniye IMVR, 1927.

5. V. Gofman, “Staroye i novoye v detskikh zhurnalakh,” in A.V. Lunacharsky (ed.), Detskaya literatura: kriticheskiy sbornik, Moscow and Leningrad: GIKhL, 1931, pp. 182–208.

6. A.P. Babushkina, Istoriya russkoy detskoy literatury, Moscow: Uchpedgiz, 1948.

7. N.V. Ilyina, “Iz istorii detskikh zhurnalov 20-30-kh godov,” in Voprosy detskoy literatury. 1957 god, Moscow: Detgiz, 1958, pp. 24–61.

8. M.I. Kholmov, Stanovleniye sovetskoy zhurnalistiki dlya detey. Leningrad: Izd-vo Leningr. un-ta, 1983.

9. I.A. Rudenko, “Detskaya i yunosheskaya pressa,” in M.V. Shkondin and L.L. Resnyanskaya (eds.), Tipologiya periodicheskoy pechati, Moscow: Aspekt Press, 2009, pp. 188–203.

10. M.I. Alekseyeva and A.V. Zapadov (ed.), Sovetskiye detskiye zhurnaly 20-kh godov, Moscow: Izd-vo MGU, 1982.

11. L.N. Kolesova, Detskiye zhurnaly Rossii (1785–1917): ucheb.-metod, komplekt, Petrozavodsk: Izd-vo PetrGU, 2014. L. N. Kolesova, Detskiye zhurnaly Rossii (1917–2000): ucheb.-metod. Komplekt, Petrozavodsk: Izd-vo PetrGU, 2015.

12. O.A. Petrova, Detskaya zhurnalistika: ucheb.-metod. posobiye dlya studentov spetsial’nosti “Zhurnalistika”, Tyumen’: Izd-vo Tyumenskogo gos. un-ta, 2007.

13. L.N. Kulakova, “Detskiye i podrostkovye periodicheskiye izdaniya v strukture media kholdingov,” Candidate of philological sciences dissertation, Yekaterinburg, 2017, p. 9.

14. J.D. Lindquist, “Children’s Attitudes toward Advertising on Television and Radio and in Children’s Magazines and Comic Books,” in W.L. Wilkie (ed.), Advances in Consumer Research, 1978, pp. 407–412.

15. B.A. Heinzerling, “Review of Advertisements in Children’s Magazines.” The Journal of Consumer Education, 1992, vol. 10, pp. 32–37.

16. S.C. Jones, P. Gregory, and L. Kervin, “Branded Food References in Children’s Magazines: ‘Advertisements’ Are the Tip of the Iceberg,” Pediatric Obesity, 2012, no. 7, pp. 220–229.

17. G. Cowbum and A. Boxer, “Magazines for Children and Young People and the Links to Internet Food Marketing: A Review of the Extent and Type of Food Advertising,” Public Health Nutrition, 2007, no. 10, pp. 1024–1031.

18. S.C. Jones, N. Mannino, and J. Green, “‘Like Me, Want Me, Buy Me, Eat Me’: Relationship-Building Marketing Communications in Children’s Magazines,” Public Health Nutrition, 2010, vol. 13, no. 12, pp. 2111–2118.

19. S.C. Jones and A. Reid, “Children’s Magazines: Reading Resources or Food Marketing Tools?” Public Health Nutrition, 2010, vol. 13, no. 3, pp. 393–399.

20. A. Osipov, “Starye detskiye zhurnaly i al’manakh,” Rodnik, 1908, no. 5, pp. 209–210.

21. The initial numbers of the magazine were first issued in 1813 in St. Petersburg on a monthly basis. In 1815 the second series was published. Dates are provided by: Ye.V. Vologina, “Stanovleniye detskoy periodki v Rossii: transformatsiya izdatel’skoy modeli,” Candidate of philological sciences dissertation, Kuban State University, Krasnodar, 2011.

22. Anna and Aleksandr Zelenko, “V gostyakh u Seton-Tompeona i ego zverushek,” Mayak, 1913, no. 1, pp. 55–79.

23. A. Radakov, “Kak delalsya ‘Galchonok’,” Detskaya literature, 1940, no. 8, pp. 23–30.

24. O.V. Golovashina, “Grazhdanin i gosudarstvo v Sovetskom Soyuze. Lingvo-kognitivnoye modelirovaniye,” Fractal simulation. 2013, no. 1, pp. 41–55.

25. The multi-author monograph The Person as the Subject and Object of Media Psychology [Chelovek kak sub”ekt i ob”ekt mediapsikhologii] provides a definition of the term: “media psychology is the science of the forms that are used to realize non-local mental processes in the sphere of mass communications.” Ye.Ye. Pronina, “Kategorii media psikhologii: fakty, fenomeny, fantomy,” in Chelovek kak sub”ekt i ob”ekt mediapsikhologii, Moscow State University, Institut cheloveka; Izd-vo Mosk. un-ta, Moscow, 2011, p. 113.

26. V.V. Sorokina, “Detskiye igry i igrushki kak forma massovoy kommunikatsii,” in Chelovek kak sub”ekt i ob”ekt mediapsikhologii, Moscow State University, Institut cheloveka; Izd-vo Mosk. un-ta, Moscow, 2011, p. 705.

27. I.N. Karitsky, “Epokha total’nogo gospodstva SMI: vospitaniye i samorazvitiye manipulyatsiya i potrebleniye?” in Chelovek kak sub”ekt i ob”ekt mediapsikhologii, Moscow State University, Institut cheloveka; Izd-vo Mosk. un-ta, Moscow, 2011, p. 605.

28. According to the Federal Agency on Press and Mass Communications of the Russian Federation, in 2015, the circulation of children’s, entertainment, and women’s magazines shrank by 5–10 percent, and their total sales by volume fell to 1.36 billion copies, or by 15 percent. Ye. Makarova, “Neladno chto-to v detskom korolevstve,” Kommersant, https://www.kommersant.ru/doc/3219930, Feb. 16, 2017.

29. V. Arzumanova, “Licensing World Russia 2017. Den’ pervyy,” Vestnik litsenzionnogo rynka, http//licensingrussia.ru/post/4635, Mar. 1, 2017.

30. Ye. Olesik, “TOP-50 samykh populyarnykh brendov po dannym Yandeks.Vordstat,” Vestnik litsenzionnogo rynka, http://licensingrussia.ru/post/5398, Dec. 18, 2017.

31. “Gruppa kompaniy ‘Riki’ GK ‘Riki’ zapuskayet proyekt ‘Azbuka finansovoy gramotnosti so Smesharikami’,” http://www.licensingrussia.ru/post/5480, Feb. 1, 2018.

32. “Kompaniya 0+Media ‘Skazochnoye’ importozameshcheniye,” http://www.licensingrussia.ru/post/5462, Jan. 25, 2018.

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