От светлой одежды — к светлому будущему: дискурс о цвете детской одежды в СССР 1950–80-х гг.
From the bright clothes to the bright future: discourse on the colors of children’s clothing in the USSR in the 1950s — the 1980s

Summary/Abstract: The paper explores the place of discourse on children’s clothes within the ideological discourse of the Soviet epoch: what meaning was carried by colors of children’s clothing, what ideological messages were conveyed through verbal and visual utterances on how to dress kids. As research methods, discourse analysis and visual content analysis were used. The authors studied recommendations on children’s clothes contained in books, brochures, magazine articles published in the USSR from the 1950s to the 1980s, and postcards depicting children from 1960 to 1980. The research results indicate that in the Soviet official discourse of the late 20th century, children’s world was considered in some cases as distinguished from the adults’ one. It seems that one cannot speak of a single and consistent Soviet conception of childhood throughout the whole period of existence of the Soviet Union.

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