Associating patriotism and fashion as counterproductive media strategy

The article deals with the study of the phenomenon of the association of patriotism and fashion in the context of media strategies used in modern Russian society. The author analyzes the historical evolution of patriotism in Russia, pointing out to the changes in its perception and promotion in various historical epochs. A special attention is paid to the analysis of modern attempts to associate and integrate patriotic themes into the fashion industry, which, according to the author, often leads to counterproductive results. The article critically examines examples when fashion is used as a tool for promoting patriotic ideas, and concludes that such approaches do not only fail to contribute to strengthening traditional spiritual and moral values, but can also lead to their devaluation. The author emphasizes the importance of understanding the differences between patriotism and fashion, pointing out to the risks associated with their incorrect combination within the framework of media discourse.