Abstract: The object of the research is the souvenir doll and varous kinds of souvenir doll as the product of globalisation and actively developing world and domestic tourism in terms of Russian cultur of the 20th - 21st centuries. Items especially made to be sold to travellers as a memory appeared in the Middle Ages as a result of piligrim's journeys and are now gaining in popularity, new features and functions such as creating memories about a place, event or individual, company's brand or image making through invention of trademark 'trifles' to be presented to clients, partners, etc. Doll has a significant representative potential compared to other crafts. It is also actively used in education, museum studies and other spheres. Therefore, the author of the present article views doll as a special category of souvenirs and studies it based on a wide material collected by St. Petersburg Museum of Dolls. The main research methods used by Vasilieva in her research include: culturological, comparative historical analysis used to desribe the process of developing various kinds of souvenir dolls a well as typological analysis. By using the cultural research approach, the author has described the technological process of creating traditional St. Petersburg souvenir dolls. Moreover, the latter are viewed from the point of view of marketing. The rationale of the research is obvious providing that souvenir production is an understudied phenomenon that has much potential for further development. The academic community does not offer a clear definition of souvenir doll. It is usually either associated with other kinds of human figures or not taken into account at all. The author of the present article pays attention to extraordinary external, historical and functional features of these figurines and offers their classification.

Keywords: handicraft, folk artistic craft, amusing craft, plaything, traditions and modern age, collection, museum of dolls, tourism, souvenir, souvenir doll

Abstract: The subject of the present research article is the analysis of the books devoted to Russian mass culture and published by scientists and educators from Yaroslavl. These books complete each other as a monograph and a text book, which is very important considering today's approximation of academic and university sciences. In her research Shapinskaya examines various aspects of mass culture represented both in theories and cultural practices and analyzes the authors' contribution to the shere of concepts of Russian mass culture. The results of the research have been regarded to be a valuable contribution to the development of cultural research. To analyze the aforesaid books, the author has used the method of discourse analysis as well as the descriptive method when describing different aspects of the monograph and text book. Despite the fact that there is quite a number of academic works on mass culture, partiuclar aspects of mass culture have not been thoroughly studied. By analyzing these books written by Yaroslavl scientists, the author includes them in the cultural discourse. Special attention is paid to the importance of the authors' cultural experience reflected in these books. The authors give examples not only from the cultural life in general but also from the life of the Russian province where the distribution processes and the nature of mass culture have their peculiarities. 

Keywords: cultural practices, education, values, aesthetics, globalisation, discourse, study guide, monograph, research, mass culture

Abstract: The author of the present article describes the differences, first of all, axiological differences, in the images f a Russian soldier and American soldier in fiction and cinematograph. The researcher compares the systems of values of Russian and American soldiers when they strive for the same goal – Victory. The author analyzes their emotions, attitudes and decisions and demonstrates differences in Russian and American attitudes to similar situations from the point of view of their values. The analysis carried out by the author covers a wide range of empiric material. The main research methods are the content analysis of fiction as well as Russian and foreign films and TV serials as well as some literary works. The author applies the comparative approach. The latest war conflicts happening all over the world including the last events in the Ukraine, wars in Iraq, Syria and Afghanistan create the need for re-considering the image of a warning man and his system of values at different historical periods – the Second World War, Vietnam, Chechen and Georgian campaigns. The article presents the results of the research and scientifically proves the main difference in values of an American soldier and Russian soldier under the conditions striving for victory in a war conflict.

Keywords: Reason, labor, the Nonpossessors movement, good, conscience, soul, religion, faith, patriotism, family.

Abstract: Glossy magazines are a special form of media. Issues of fashion, advertisement and social statuses are closely intertwined here. The article studies the interaction of all components of this print media during almost twenty years of existence of the ‘gloss’ in Russia.

Keywords: cultural studies, magazines, economics, advertisement, media, consumption, luxury, gloss, gender, fashion.