Nº 5 (2024)
ARTICLES
The Art of Promotion in the Age of Social Media: A Study of Online Marketing by Daniel Asham
Resumo
The subject of this research is the analysis of Daniel Arsham's marketing strategies in the field of art. The object of the research is the promotion of art in the context of social media. This paper deeply examines various aspects of the topic, including how Arsham overcomes the traditional time and space constraints of exhibition activities, using a combined online and offline approach to expand the audience and increase the visibility of his works. Special attention is paid to the use of social networks to interact with the public, whose impressions are enhanced by creating a unique experience of art perception. The study also analyzes Arsham's strategies for establishing links with business media, contributing to the promotion and increase of the commercial value of his works. The author notes the innovation and practical applicability of these marketing strategies in the art market, emphasizing their positive contribution to the formation of Daniel Arsham's art brand. The research methodology is based on an integrated approach that includes case study, observation, content analysis and interdisciplinary research methods, which allows for a comprehensive analysis of art and its marketing aspects. The results of the study show that Arsham has successfully increased the recognition and commercial value of his art through innovative marketing strategies, harmoniously combining art and business. The contribution of this research consists in an in-depth analysis of Daniel Arsham's marketing approaches and their impact on the branding of his works. In addition, the work illustrates the effectiveness and innovation of these strategies with concrete examples. The novelty of the research lies in the emphasis not only on Arsham's artistic work, but also on his use of marketing strategies to promote his work and form a personal brand. This interdisciplinary perspective provides a new theoretical framework and practical guidance for the art market and represents a significant revelation for artists and art professionals.
Man and Culture. 2024;(5):1-13
1-13
Folklore motifs in the stage interpretation of Zainab Biisheva's novel "The Humiliated"
Resumo
The subject of the study is the play "Humiliated" based on the novel of the same name by Z. Biisheva. Staging a literary work always requires a specific approach of the playwright and director to the artistic material. In this regard, the potential of the National Youth Theater of the Republic of Bashkortostan named after Mustaya Karim exactly meets these requirements for the production of the novel "The Humiliated" by Zainab Biisheva (director M.Kulbaev, 2019). The purpose of the study is to analyze the preservation of folklore motifs abounding in the author's work in its stage transformation. Methods used: ideological-thematic, ideological-aesthetic, comparative-historical. The work "The Humiliated" (1956-1959) by Z. Biisheva is part of a trilogy, the rest of which are called "At the Big Ica" (1965-1967) and "Emesh" (1967-1969). The play is staged according to the first part of the trilogy and captures the life story of Emesh during the Civil War with abundant depiction, artistic use of folklore material. The production director managed to reflect in two actions the main ideological and thematic, ideological and aesthetic peculiarities of the novel, to solve the main problem of the work by using the possibilities of theatrical art. The results of the conducted research can be used when writing a monograph on the history of scenic reinterpretation of the works of Bashkir writers of different years, the problem of staging an epic canvas to embody the national "epic theater" (the term Skorokhodova N.S.). The article concludes that the folklore traditions that permeate the body of the performance become that connecting thread with a bygone era, phrases in the Bashkir language used by the characters add authenticity to the theater performance.
Man and Culture. 2024;(5):14-28
14-28
Problems and contradictions of the development of the healthcare network of the Russian village during the "Khrushchev thaw": the second half of the 1950s — the first half of the 1960s (based on materials from the Saratov region)
Resumo
The subject of the study is a network of rural healthcare institutions in the Saratov region during the Khrushchev thaw. The object of the study is the transformation of quantitative and qualitative indicators of the development of the material base of rural healthcare in the conditions of the development of Soviet agrarian policy in the second half of the 1950s – early 1960s. The authors consider in detail such aspects of the topic as the situation in the field of rural healthcare of the USSR and the Saratov region in the early 1950s and attempts to improve it during 1953–1964 years. The article analyzes the personnel, financial and other economic characteristics of the development of Soviet healthcare institutions in rural areas, the degree of accessibility of medical care. It was found that the primary influence on the change in a number of quantitative and qualitative indicators of rural health was exerted by attempts to implement the key setting of the Soviet social strategy to eliminate differences in the level of social and household development of the city and village. The main research methods were such special historical methods as structural-functional, problem-chronological and statistical. In addition, methods of analysis, synthesis, generalization and systematization of historical sources data on the research topic were used. The main contribution of the authors to the study of the topic is the introduction into scientific circulation of new little-studied archival data on the provincial history of domestic healthcare and, on this basis, making certain adjustments to the assessments available in scientific and educational literature on the progress and results of the development of health institutions in the Russian countryside in the second half of the XX century. The main conclusions of the study are the position that the persistent shortage of economic opportunities for the state (as a result of priority financing of heavy and defense industry enterprises), along with other reasons, did not allow, by the end of the studied period, to make universally accessible comprehensive medical care to the entire population of rural areas of both the Saratov region and the whole country.
Man and Culture. 2024;(5):29-41
29-41
About the Lost One in the Work of Hayao Miyazaki
Resumo
The subject of the study is the phenomenon of the lost in the work of Japanese director Hayao Miyazaki. The object of the study was the animated film "Howl’s Moving Castle", which became a turning point in the director's life. In the process of filming, he experienced a series of losses: the death of a friend, the collapse of the studio, the beginning of another war, the onset of his own aging. Understanding the working (influence) of mourning was first considered from a psychological point of view by Sigmund Freud at the beginning of the last century. Currently, the topic of trauma and loss in modern world culture remains relevant. In this paper, the analysis of the selected film from the standpoint of applied psychoanalysis was undertaken. In particular, the main characters of the story were analyzed: Sophie, Howl, the Moving Castle, secondary characters, and antagonists. In the study, it was shown that "Moving Castle" is a magical fairy tale about the initiation of a loving couple to come of age. Women are represented as rather omnipotent and phallic "mothers", while men are represented as weak and infirm "children". Antagonists embody a complex structure that includes the negative sides of the soul, evil characters, as well as the image of war. Separately, the manifestation of the phenomenon of "absolute evil" was shown, the purpose of which is the destruction of any meanings and the formation of "emptiness", which differs from the libidinal tendency to form various connections and search for meaning. Each character in the film faces loss, both external and internal. Without starting the work of mourning, it is impossible to survive it and continue the development of the psyche on the way of "growing up". The image of the director's "nostalgia" for what was lost was highlighted, reflecting his unconscious memories of the early years of his life. Thus, the story of Howl’s Moving Castle provides an opportunity to touch the theme of mourning for what was lost in the director's work, which embodies his concern for the future of humanity. This article can serve as a springboard for acquaintance with director’s personality and his magical world, as well as with his last film-testament: "The Boy and the Heron" or "How Do You Live?"
Man and Culture. 2024;(5):42-56
42-56
Formation and development of methods of graphic design of Chinese characters
Resumo
Chinese characters are a unique form of writing of the Chinese nation, a solid carrier of Chinese culture and, moreover, the deep meaning of the life of Chinese graphic design. The graphic design method of Chinese characters is currently used as a general design method exclusively in relation to modern Chinese design. This article analyzes the specific methods of graphization of Chinese characters, examines the development of methods of graphization of Chinese characters and explores the application of graphization of Chinese characters in modern Chinese design. This work uses the method of studying literature and the case study method. It contains works on the creative design of Chinese hieroglyphic graphics, provides specific design examples when presenting theoretical views and their use in practice. Chinese characters, being the main component of Chinese culture, not only carry rich historical and cultural values, but also play an important role in the field of graphic design. In modern conditions of globalization of culture and aesthetics, the demand for intercultural design is growing, and the cultural heritage of the Chinese nation needs to be effectively transmitted and promoted. The public consciousness and visual aesthetics of Chinese character design have reached new heights, so design work include more innovative thinking so that Chinese characters can play a greater role as a bridge for cultural exchange. This not only promotes exchange and cooperation between different cultures, but also gives a new impetus to the development of the field of visual design.
Man and Culture. 2024;(5):57-65
57-65
The forgotten name of the talented actor of the Birobidzhan State Jewish Theater named after L. Kaganovich (Moisei Yefimovich Zhelkover)
Resumo
The relevance of the research topic is due to the specifics of the cultural policy implemented in the Russian Federation, according to which culture is elevated to the rank of national priorities. Thus, in the process of implementing the "National Policy Strategy of the Russian Federation", it is necessary to take into account the accumulated historical experience. That is why the purpose of the work was to study the creativity of the actor of the Birobidzhan State Jewish Theater named after L. Kaganovich – Moses Efimovich Zhelkover. This talented actor worked in BIRGOSET throughout the entire period of its existence: from the day of its foundation in 1934 to 1949, when, due to a change in national policy towards the Jewish diaspora, all Jewish theaters of the USSR were closed. Based on the analysis of archival documents, the author revealed some facts of the biography of Moses Efimovich, the peculiarities of his creative and socio-political life. The analysis of the articles of periodicals helped to study the individual creative works of the actor in different productions of the Jewish theater. The novelty of the research lies in the fact that the biography and creativity of this actor was not the subject of research by Soviet and Russian authors, as well as the activities of other members of the theater's acting troupe, since Soviet policy towards the Jewish diaspora has changed its vector more than once. The liquidation of the Jewish theater of Birobidzhan in 1949 led to the fact that some actors were repressed (F. Arones), others left the EAO and continued to work in other theaters of the country (E. Gelfand), the fate of the third, such as M. Zhelkover is unknown. In conclusion, the author comes to the conclusion that the actor M. Zhelkover is inextricably linked with BIRGOSET, whose work contributed to the formation of his own creative style. At the same time, the author of the article regrets the inability to trace the fate of the artist after the disbanding of the Jewish theater of Birobidzhan.
Man and Culture. 2024;(5):66-76
66-76