Representation of category “traditional values” in Russian media (based on newspaper publications from 2012 to 2025)

The article presents the results of a study designed to demonstrate how the traditional values entered the media landscape between 2012 and 2025, using federal newspapers as a case study. Traditional values are examined in the study as an ideologeme, a special type of multi-layered concept used to establish a new paradigm of social values in the public consciousness. Drawing on theories of the symbolic use of politics and politics as symbolic action, and employing content analysis, we identified a range of issues raised in newspaper publications in which the ideologeme acquired particular significance, as well as a list of actors using it in their arguments. The analysis revealed that by setting the tone of public debate, representatives of the ruling elite determine the media agenda. The main topics became the ideological and political interpretation of domestic events, culture and education. Traditional values have become a universal pretext and a convenient tool for a wide variety of legislative initiatives and public speeches. As a result, values have transformed from an abstract construct into practical political decisions impacting millions of citizens. This is confirmed by the increasing number of publications in federal media outlets, which are becoming the subject of discussions of education, cultural policy, international relations, medicine. For different purposes, traditional values is used by representatives of the Russian Orthodox Church, the cultural community, members of political parties, representatives of the scientific community, and experts – those who claim their own understanding of traditional values and their interpretation in the current political realities.

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