Social stereotypes in Russian television beer advertising.

Beer, as one of the most popular alcoholic beverages, occupies a significant place in the social and cultural life of Russia. It not only reflects consumer preferences but also serves as an important element of collective identity, influencing the formation of certain behavioral patterns and stereotypes. In the context of overall alcohol consumption, beer is often perceived as a "socially acceptable" drink that accompanies everyday communication and leisure, which enhances its symbolic significance in the culture of the country. Studying the ways in which it is represented in media content, particularly in advertising, allows for a deeper understanding of the characteristics of social reality, the system of cultural norms, values, and popular perceptions inherent in Russian society. The subject of this study is social stereotypes, and the goal is to identify and analyze the dynamics of their use in Russian beer advertising. During the research, a content analysis method was employed to analyze 92 television commercials about beer released from the 1990s to the 2020s. The selection criterion for the television commercials was the mention of beer products in the advertisements. The analysis of beer advertising in Russia revealed that almost half of the commercials lacked stereotypes; however, their use has increased since the 2010s. The study classified social stereotypes: the most common ones were national and physiological, while the least common were gender, age, drinking behavior, and interaction stereotypes. Regarding temporal dynamics, the highest growth was recorded for national and age-related stereotypes, particularly involving elderly actors. Gender stereotypes remain stable, but male images are losing their dominance. Drinking and interaction stereotypes, as well as physiological ones, demonstrate a negative dynamic. The novelty of this research lies in the fact that, unlike previous studies dedicated to analyzing social stereotypes in advertising in general, this work specifically analyzes television beer advertising for the first time. The study contributes to developing an understanding of the prevalence of social stereotypes in Russian society. The practical significance of the work lies in the potential use of the obtained data for developing social advertising, media policies, and regulatory norms aimed at fostering a more responsible and ethical image of alcohol consumption.

beer, social stereotype, advertising, content analysis, alcohol, TV, gender, nation, age, Russia