The Impact of Western-Centric Political Correctness on the Russian Media Industry

In Russia, there has always existed its own cultural identity, which is clearly expressed in the information space. This always creates certain difficulties for the foreign market when entering the Russian economic field, and especially in the field of promoting goods and services. Not every product turns out to be successfully distributed in the territory of the Russian Federation, including due to ideological and cultural narrative, with which the product itself can be closely associated. As one of these narratives, I highlighted political correctness, which is a popular topic in media and advertising in the West, but does not have such a response in Russia. My work is about how such a narrative adapts to Russia, and whether its West-centric component has a chance to gain a foothold in the cultural space of the Russian Federation. The main goal of the work is to identify and systematize the signs of West-centric political correctness in the Russian information media and advertising space. The main research methods are case study, survey, literature review. The main results of the study should be clearly defined rules for adapting advertising with themes of political correctness from the Western market to the Russian one. Key-words: cultural values, political correctness, advertisement, media