Discourse of Professional Dynasties in the Soviet Media Space (on the Example of the Newspaper «Pravda» 1960-1970)

The article is devoted to the problem of representation of professional groups and dynasties of Soviet workers, rural workers and intelligentsia/ intellectuals in the Soviet central press from 1960 to 1970. The theoretical - methodological approach to the analysis of texts is a critical discourse analysis. The authors reveal the main aspects of social significance of working professions and family succession of generations in a socialist society. The purpose of the work is the sociological reflection of public discourse regarding professional groups and professional dynasties in the publications of the central newspaper Pravda, an organ of the Central Committee of the Communist Party of the Soviet Union by 1960-1970. The empirical material was 51 287 publications of the newspaper Pravda that time.The specifics of the representation of family professional succession in the Soviet press is that this topic was not central to the Soviet media discourse. At the same time, there is a mass of articles reflecting continuity in the context of Soviet labor dynasties ingoing into the profession. The presentation of professional dynasties is dominant if they are concerned the class structure of society - these are collective farm workers, milkmaids, cotton growers, locksmiths and other factory workers. Less often, but also there are presentations of dynasties of canonical intelligent professions, for example, teachers and doctors. The productivity of work in close connection with education becomes a confirmation of the competence and success of the intelligent worker and life path of his entire family. The high labor productivity, life success of an intelligent worker and professional dynasty are considered discursively with the high level of education.