INTERNATIONAL JOURNAL OF CULTURAL RESEARCH

The article deals with the industry glossy magazines as an agent of modernization of consciousness and the transition from the patriarchal and industrial models to the identification of post-industrial and consumer. In the new model of identification, identity focuses not on tradition or principles, and on the other. The condition of identity, with a focus on glossy magazines as a friend, is the organization of the magazine on the principle of chronotope.

Chronotope glossy magazine is regarded as the unity of the chronotope newspapers and chronotope of the novel, examines how a newspaper chronotope shapes notions of time and the events and forces operating with the Soviet submission, and novelistic chronotope shapes ideas about values and meaning, and replaces the Soviet system of existential values, underlines difficults of this process. It is alleged that the chronotope of modern glossy magazine that combines the features of a newspaper and novelistic chronotope, is the mechanism of displacement of the Soviet existential patterns of identity — focus on their internal sense of time, events, values and meaning, and a mechanism to impose new structures of identity — the orientation of the magazine as on the "Other", offering a new discourse formation of meanings and values.