Songs about Material Love: the Aura of Consumption in the Modern Russian Pop Music

Abstract

The article analyzes different scenarios of mentioning brand names (cars, clothing, accessories, goods of everyday consumption, gadgets) in the Russian pop songs of the 1980s—2010s. It considers the relationship models of the songs’ characters with the things, their constituted social status, and their author’s attitude both to the songs’ characters and to the modern society. The relationships between the songs’ lyrics and their video or musical implementation are investigated. Whereas in the 1980s—1990s, at the mention of the brands, their prestige was valued above all, the early 2000s started producing more and more hits mocking at the images of status consumption and profaning them. Another typical trick in the domestic pop music is the desire, through the enumeration of brands, to mask the true emotions of the characters. Thus, the processes of consumption are put forward as alternatives to meaningful spiritual experiences. The author pays special attention to the analysis of the models of consumer behavior of female characters. Their images demonstrate the signifi cant shifts in the value orientations of the modern Russian society. In conclusion, the article identifi es the causes of the mental problems faced by the Russian society during the forced transition to market relations.