Transformations of the post-Soviet period in Russia affected virtually every sphere of social life. The national mass media market underwent noticeable changes, particularly, the segment of women’s magazines. Two major Soviet women’s magazines Rabotnica ‘woman worker’ and Krest’janka ‘peasant woman’ were drawn into a competition with magazines based on Western formats. This situation involved a clash between local and global values. Two decades later, women’s magazines established in Russia continue to be contested spaces where orientations toward collectivism and individualism are expressed.;This dissertation investigates the discourse of contemporary women’s magazines established in the Soviet Union (Krest’janka) and in post-Soviet Russia (Karavan istorij and Samaja ). In these magazines, verbal and visual discursive strategies used to construct femininities are analyzed. Multimodally articulated patterns of intersubjective positioning reveal underpinning value orientations that largely inform magazine discourses. The methodological framework is based on the Appraisal theory elaborated by Martin and White (2005) and the ‘Grammar of Visual Design’ developed by Kress and van Leeuwen (2006). These approaches are respectively employed for the study of verbal and visual interpersonal communication. The utilized framework presents verbal and visual discursive features from the perspective of constructed power and solidarity. Power and solidarity are considered the guiding principles of interpersonal communication whose aim is to align the readership with expressed positions. Power and solidarity strategies participate in conveying value orientations that are considered from the perspective of individualism and collectivism (Shavitt et al. 2006). These cultural dimensions respectively correspond to global and local values. Collectivistic and individualistic orientations coexist in the discourse of women’s magazines. They also constitute a potent ideological tool to shape society.
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机译：俄罗斯后苏联时期的转型几乎影响了社会生活的各个领域。全国大众媒体市场发生了显着变化，尤其是女性杂志的细分市场。苏联有两本主要的女性杂志Rabotnica的“女工”和Krest的扬卡的“农妇”参加了与西方格式杂志的竞争。这种情况涉及本地和全球价值观念之间的冲突。二十年后，在俄罗斯成立的女性杂志仍然是充满争议的空间，在这里表达了对集体主义和个人主义的取向。;本论文研究了在苏联（Krest'janka）和后苏联俄罗斯（ Karavan istorij和Samaja）。在这些杂志中，分析了用于构造女性气质的言语和视觉话语策略。主体间定位的多模态铰接模式揭示了支撑价值取向的基础，在很大程度上指导了杂志的论述。该方法框架基于Martin和White（2005）阐述的评估理论以及Kress和van Leeuwen（2006）开发的“视觉设计语法”。这些方法分别用于语言和视觉人际交往的研究。从构建的力量和团结的角度来看，所使用的框架呈现语言和视觉话语特征。权力和团结被认为是人际交流的指导原则，其目的是使读者群与表达的立场保持一致。权力和团结战略参与了价值取向的传达，这是从个人主义和集体主义的角度来考虑的（Shavitt et al。2006）。这些文化层面分别对应于全球和地方价值。在女性杂志的论述中，集体主义取向和个人主义取向共存。它们还构成塑造社会的有效意识形态工具。
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