Women's Participation in the Presidential Elections in Russia: Value Aspects of Mass Media Discourse

The paper presents the results of the analysis of media coverage concerning the election campaigns for the presidential elections in Russia in 2012 and 2018. The emphasis is made on analyzing the representation of women candidates for top positions. The research is based on discourse analysis which revealed the holistic image of politicians, including explicit and hidden meanings. The analysis showed that the images of women politicians are devoid of a gender component. They are either commonplace, or include purely masculine features and actions. The paper explains that this representation of female characters in the electoral process corresponds to the essence of the modern sensual culture based on the domination of power, success and individualism significance, and moral atomism. The paper notes that a demand for moral values and moral authority of politicians has matured in the society. The results of the all-Russian sociological survey are given, according to which respondents expressed distrust and rejection of women candidates in the 2018 elections, because they did not possess the qualities necessary for the president. These trends can be described as a manifestation of the crisis of modern sensory culture and the forerunner of spiritual culture.