The article examines two opposite processes that have been especially characteristic of the modern Russian economy since the beginning of its development. On the one hand, the nationalization of foreign brands in the context of confrontation with the West, on the other hand, the privatization of Soviet symbols. The authors use the concept of a simulacrum of J. Baudrillard and consumer societies to describe oppositely directedphenomena and their impact on the formation of Russian identity and the consolidation of modern society, government and business. This approach allows us to look at the economic processes of modern Russian society from the socio-cultural side and clarify the anthropological meanings in which the domestic consumer and citizen exist. In conclusion, the authors conclude that nationalization and privatization are an important component of both socio-cultural and economic processes. In modern Russia, these processes have the character of a simulacrum, as they represent an imitation of foreign brands, which consists only in changing the name, not the content, and the replication of Soviet symbols for commercial purposes leads to a distortion of the original meanings inherent in them. Modern Russia is in the process of forming its own identity, which combines elements of Soviet and foreign culture. However, such actions can become a threat to create a false impression of Russian origin and authorship, as well as the loss of originality and uniqueness of their own cultural values and traditions.
brand, symbol, nationalization, privatization, simulacrum, consumer society, mass culture.
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