Everyday life of Terek residents at the beginning of the 20th century and the impact of commercial advertising on it (based on materials from Terek region newspapers)
https://doi.org/10.37493/2409-1030.2025.3.14
Abstract
Introduction. The history of the daily life of the urban population of the Terek region in the early twentieth century is of scientific interest as it allows tracing the formation of the urban environment, the cultural needs of residents, etc. Cities were the focus of modernization processes in the late 19th and early 20th centuries. They set the tone for the spread of new cultural and everyday practices.
Materials and methods. The study is based on the analysis of commercial newspaper advertising, which is an extremely important and informative source of daily life for the citizens of the Terek region. The 20th century reflects the changes that took place in the urban environment. The article highlights the relationship between the population's everyday needs and the services offered, which largely shaped the purchasing demand of the region's residents. The study employs micro- and macro-historical approaches, critical source interpretation principles, and the historicalcomparative method to analyze and systematize the advertising material.
Analysis. Advertising texts have not yet become an object of scientific interest, although they reflect the everyday needs of the population and shaped the sociocultural processes of prerevolutionary urban society. Thanks to the abundance of commercial advertising, residents of the North Caucasus had an idea of modern industrial and food products, fashion, and other news. The variety of goods shaped the consumer tastes and preferences of all categories of the population in the provincial cities of the Terek region.
Results. Based on the results of this study, it can be concluded that the emergence of advertisements in the regional press in the last quarter of the 19th century was an information revolution. Advertising became a kind of modern form of influence on readers. Commercial advertising was engaged in promoting goods. This was a clear confirmation of the relatively free development of capitalism, on the outskirts of the empire in particular.
About the Authors
S. A. Khubulova
North-Caucasus Institute – Branch of the Russian Presidential Academy of National Economy and Public Administration
Russian Federation
Russian Federation
Svetlana A. Khubulova - Dr. Sci. (History), Professor
5, Dunaevskogo Street, Pyatigorsk, 357502
E. V. Khubulova
North-Ossetian Institute of Humanitarian and Social Studies – branch of the Vladikavkaz Scientific Center of the Russian Academy of Sciences named after VI. Abaev
Russian Federation
Russian Federation
Eda V. Khubulova - Cand. Sci. (History), Senior Researcher
10, Mira Avenue, Vladikavkaz, 362040
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For citations:
Khubulova S.A., Khubulova E.V. Everyday life of Terek residents at the beginning of the 20th century and the impact of commercial advertising on it (based on materials from Terek region newspapers). Humanities and law research. 2025;12(3):468-475. (In Russ.) https://doi.org/10.37493/2409-1030.2025.3.14
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