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Papers by Natalia Tolstikova

ACR European Advances, 1999

This article compares the regulation of electronic signatures (e-signatures) in the United States... more This article compares the regulation of electronic signatures (e-signatures) in the United States and the Russian Federation as unique forms of communication that are the subject of international policy transfer through the framework of the United Nations Commission on International Trade Law (UNCITRAL). The aim was to determine the extent to which American and Russian legislation on e-signatures adhere to, or incorporates e-signature principles set forth in, the UNCITRAL Model Law on Electronic Signatures. It was found that the U.S. has embraced UNCITRAL e-signature principles and actively promotes their globalization. In contrast, the Russian Federation adopted a posture that is at variance with UNCITRAL's globalist principles, opting for a closed, home–grown e-signature system. The e-signature policies of the U.S. and the Russian Federation are consistent with each country's historical, political, and economic realities. Thus, even in an age of globalization, nation state...

Marketing Management, 2020

All Russians love brands. That’s because they want to show off : Stereotypes, identity and accult... more All Russians love brands. That’s because they want to show off : Stereotypes, identity and acculturation

GCB - Gender and Consumer Behavior Volume, 1998

"All Russians love brands. Thats because they all want to show off" : Acculturation, id... more "All Russians love brands. Thats because they all want to show off" : Acculturation, identity and stereotypes

Feminist theory first appeared in the Journal of Consumer Researchin 1993 (Hirschman 1993, Bristo... more Feminist theory first appeared in the Journal of Consumer Researchin 1993 (Hirschman 1993, BristorandFischer 1993, Stern 1993). These three articles held in common that a feminist theoretical and methodological orientation would have benefits for research on consumer behavior, but did not focus upon the phenomenon of consumption itself as a site of gender politics. In other venues within consumer behavior, however, such examination did occur. For instance, a biannual ACR conference on gender and consumer behavior, first held in 1991, has become a regular event, stimulating research and resulting in several books and articles, in the marketing literature and beyond (Costa 1994; Stern 1999; Catterall, McLaran, and Stevens, 2000). This literature borrows much from late twentieth century feminist criticism, including a tendency to focus upon the American or western European experiences and a heavy reliance upon Marxist theory. As a result, consumption is often treated as a phenomenon pe...

Journalism History, 2004

Journalism History, 2007

This article unveils the roots of Soviet advertising and the sources for its inspiration, some of... more This article unveils the roots of Soviet advertising and the sources for its inspiration, some of which resided in Russian revolutionary visual propaganda as well as in capitalist advertising. It analyses the 1920s, which was when the idea of socialist advertising was seriously discussed and utilized in the media. Zhurnalist, a trade publication for print workers, was closely supervised by the Communist Party, which considered advertising a wasteful economic activity peculiar to capitalism and incompatible with socialism. However, the magazine took a pro-advertising position that probably resulted from the overall interest in advertising on the ideological level. The article argues that the advertising in Zhurnalist reflected the authorities’ desire to utilize this traditionally capitalist tool for the benefit of the socialist economy.

Advances in Consumer Research, 2009

Soviet consumer culture is a debatable phenomenon. The particular consumer manifestations and a f... more Soviet consumer culture is a debatable phenomenon. The particular consumer manifestations and a functioning but limited advertising vouch for its existence. This paper argues that in addition, the gradual strengthening of the Soviet consumer culture was evident in changing norms and attitudes—a phenomenon that eventually led to the collapse of the socialist system. These changes were reflected in the visual and verbal gestalt of the advertisements. Concentrating on women’s underwear, a controversial item, the paper analyzes four advertising posters employing visual iconographic approach proposed by Panofsky and interpreted by Leeuwen (2001). In addition to being the trade propaganda, Soviet advertising also played the political role, although it became more subtle with the progression of history. The paper demonstrates the changes in advertising values from functional to symbolic and argues that these developments can be explained by internal historical factors as well as by macro-historical changes.

Proceedings of the 8th Conference on …, 2006

Two teenage girls kissing each other are Russia's most successful and most controversial pop... more Two teenage girls kissing each other are Russia's most successful and most controversial pop export ever. We position this pop phenomenon “Tatu” as center of a case study of the intersection of female sexuality and global consumer culture. We identify the issue of ...

ADVANCES IN CONSUMER RESEARCH, 2007

Two teenage girls kissing each other are Russia’s most successful and most controversial pop expo... more Two teenage girls kissing each other are Russia’s most successful and most controversial pop export ever. We position
this pop phenomenon “Tatu” as center of a case study of the intersection of female sexuality and global consumer culture. We identify the issue of gendered authenticity as the basic subtext of Tatu’s public perception. In our main hypothesis, the
actual use of gendered authenticity in relation to Tatu is criticized for misapprehending the feminized traditions of
pop music. Furthermore, we criticize the ethnocentrism in the Tatu controversy with an analysis of their specific Russianness in the global cultural flow.

Consumer culture and material realities in the Soviet Union

This article unveils the roots of Soviet advertising and the sources for its Inspiration, some of... more This article unveils the roots of Soviet advertising and the sources for its Inspiration, some of which resided in Russian revolutionary visual propaganda as well as in capitalist advertising. It analyses the 1920s, which was when the idea of socialist advertising was seriously discussed and utilised in the media. Zhurnalist, a trade publication for print workers, was closely supervised by the Communist Party, which considered advertising a wasteful economic activity peculiar to capitalism and incompatible with socialism. However, the magazine
took a pro-advertising position that probably resulted from the overall interest in advertising on the ideological level. The article argues that the advertising in Zhurnalist reflected the authorities' desire to utility this traditionally capitalist tool for the benefit of the socialist economy.

Rabotnitsa, the oldest Russian magazine for women, has a long history. It started in 1914 before ... more Rabotnitsa, the oldest Russian magazine for women, has a long history. It started in 1914 before the October Revolutin and not only survived rigid Communist Party censorship but became the most popular publication in the Soviet Union. This article looks at the
strengths and the strategies that made this long and successful history possible, paying attention to the various topics that were written about in the magazine as well as the types of photographs that appeared and the changes that occurred over time. It concludes that women readers
not only wanted to compare their lives with those of other women, but they sought standards and social ideals that they could emulate while adhering to party requirements. In Rabotnitsa, Soviet women found a friend, an adviser, a consultant, and an entertainer