| Article type | Research article |  |
| Year | 2026 | |
| Author(s) | Salakhova A., Kashirova A. | |
| Journal title | Vestnik of Russian-Armenian University (series: humanities and social sciences) | |
| Issue | 1 | |
| Pages | 170-185 | |
| Publication format | ||
| DOI | 10.24412/1829-0485-2026-1-170-185 |
ABSTRACT
This present paper examines fashion discourse to reconstruct stereotypes and attitudes from the Soviet era based on the E. Uspensky story about the village of Prostokvashino and it animated adaptation. The primary goal is to decode the vestimentary code, interpreting the linguistic and cultural data that establish connections beyond literal meaning. The research employed continuous sampling for data collection, alongside hermeneutic-phenomenological, semiotic and intersemiotic approaches to analyze data relating to meanings contained in sign systems or interactions arising from sign systems. The findings confirm that costume language reconstructs the distinct world of Soviet official and unofficial values in a sign-based form. The screen adaptation, as a transmedia text, clarifies and develops the source material by materializing its conceptual information. Stereotypes expressed through costume shape stable perceptions and are transmitted as cultural archetypes. The proposed methodology focuses not on specific linguistic units, but on the intracultural situations they encode. The results have theoretical significance and practical application for developing teaching methodologies, particularly for educating younger non-native speakers about cultural context through literature and Soviet Animation.
Keywords: vestimentary code, Soviet animation, cultural archetypes.
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