The article analyzes the cultural and historical images transformation of the political elite representatives in the context of Russian political culture of the turn of the XX-XXI centuries. The transfer of the leader's traits popular among the population to the archaic basis of the heroa defender against the forces of evil and chaosis used by political strategists and journalists to construct attractive images of government officials. The authors argue that in the information age the qualified use of the hero's archetype allows accessing to the deep irrational layers of the electorate's subconscious and ensures elevated ratingsfrom the Russian President Vladimir Putin to heads of regions and municipal associations.
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The article considers the cultural transfer as an effective mechanism of popularization of the heroic Yakut epic Olonkho in the foreign cultural readership. The heroes of the traditional Yakut Olonkho, received as a series of novels by R.OLDI, a chance to become characters of the genre of ethno-cultural fantasy popular among the youth audience, gain access to the world mass reader, popularity in a foreign cultural environment, a fairly complete adaptation of ethno-cultural values by the perceiving culture and the entry of this culture into the culture of the giver.
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