Perceptions of the Use of Postfeminist Discourse in Russian Advertising Campaigns by Women Aged 16 to 24

In recent years, advertising using feminist messages has begun to appear in Russia, but not all brands use femvertising correctly. Studies of foreign colleagues indicate that brands risk using post-feminist discourses that replace the true concepts of feminism. The phenomenon of post-feminism is little studied in the Russian market of femvertising. The main goal of the study is to formulate hypotheses for further research of the attitude of the female audience aged 16-24 years to the use of post-feminist discourses in brand advertising campaigns using femvertising in Russia. In this study, 13 videos were analyzed using content analysis. This allowed us to answer the question about the existence of post-feminist discourses in Russian advertising. Then, several in-depth interviews were conducted with girls aged 16-24 to find out their attitude to the use of post-feminism in advertising. Based on the obtained data, hypotheses were formulated for further research. The work consists of two parts – theoretical and practical. This research will be useful for marketers who want to avoid conflicts on the basis of substitution of concepts when using femvertising, as well as for researchers who want to continue studying the discourses of post-feminism in Russia.