Beer with a Masculine Character": Beer and its Local Interpretations
In this paper, I make an attempt to survey four different issues. At first, I will study the possible ways of beer's appearance in the local society of those people who live close to the River Vasyugan. Secondly, I overview how this beverage has become customary in the Russian culture. Thirdly, I analyse how the certain groups belonging to different lifestyles intended to rearrange the structure of the local society through its consumption in the traditional society of Vasyugan. Finally, I evaluate whether this process has been successful or fruitless. In the background of this process, we have to identify the process of "nashification", through which the homelike, national and authentic category has been extended from vodka to the beer as well. This process is eye-catching in the advertisements, too. It has provided a basis for people in marginal situation to try to overwrite their discreditable ethnic categorization in dominant local discourses by redefining themselves as a consumption group. However, their attempt proved to be a failure due to the fact that ethnic discourse in Russia has been rather strong in the 2000s.