«ФАРЦА»: ФРЕЙМ, ЩО ЛАМАЄ СТЕРЕОТИПИ ПРО РАДЯНСЬКУ ЛЮДИНУ

The analysis of the nature, causes and impact on the formation of a new fartsovky frame success of Soviet man. It is shown that long time frames in the USSR by Hoffmann clearly worked: the images of the expected interactions within society rigidly defined social roles. But in the 60 years of the twentieth century the situation changed. The country has gradually increased incomes and, therefore, formed consumer demand for various goods: clothes, furniture, appliances, etc. There is a real consumer revolution, which deal with the planned Soviet economy could not: the shelves in stores, as before, remained empty. Everything felt acutely the problem of deficit, which for years a symbol of the Soviet Union and the lives of its citizens. Since then, the country with catastrophic speed emerging demand for fashion, beautiful things, cosmetics, food quality and more. In order to meet the new needs of citizens appear black marketers. At first they were a few social group of people united by a desire to enrich themselves and, quite incredibly – to show the failure of the communist model and cynicism life. That is basically fartsovka was not only economic, but also ideological phenomenon. Despite the fact that the rules for consumption in the USSR insisted that consume the Soviet people should small and just what dire need, and thirst for extravagance called petty bourgeoisie and condemned by Soviet propaganda, now a new concept and type of consumption that were not typical for the previous period of the Soviet power. Eventually, in one way or another, a relationship fartsovky were involved in almost all the «builders of communism», as if not sold, then bought or wanted to buy a variety of foreign goods. Trading started everything: cosmetics, lighters, pens, sunglasses, cigarettes, gum, music records. Those who had imported stuff, felt some freedom and an advantage over others, "gray" citizens. There was a latent hostility to the ideology of communism and the country that not only created opportunities to meet the needs of the individual, but even prevented this. Gradually began to consider those successful people who have had "branded" things. As society has developed double standard: while condemning black marketers, many did not want to openly communicate with them, but at the same time, no one refused to use their services. Thus, from the spread of the phenomenon of fartsovka, the first state spontaneously emerging new practice, and then formed a new social interactions frames that are quickly absorbed by the Soviet people. There is a reorientation of values of Soviet citizens from collectivism to individualism and individual success criteria are its achievements in the material sphere