Unexpected expenses of the victory: November 4 in the context of the policy of memory and massive historical consciousness

This article analyzes the holiday on November 4 in the context of memory policy and some of the risks associated with the broadcast image of the Unity Day. Based on A. Assman's, A. Miller's, R. Wortman's, W. Benjamin's views, the visual sources used for the National Unity Day popularization are analyzed. The sources were the materials of the thematic groups in social networks, photos, video registration of rallies and other events on November 4. The authors emphasize that the concept of public holidays is an "invention of tradition" (E. Hobsbawm), but the success of this "invention" needs to be associated n the re-establishment of any social practice. The article describes the conditions and factors that led to the selection of November 4 as the date for the public holiday, and analyzes the reaction of the population. It is emphasized that the interest in the holiday has increased since 2012 against the backdrop of the revision of the symbolic policy in the 2000s, but the reason for the careful reference to the symbolic resource of the day of national unity was the Patriotic turn of 2014, which made it necessary to use all possible symbolic resources to consolidate the population. In visual media, the most common images are connected with Orthodoxy, multinationalism of Russian citizens, the unity of Russian nation. The most popular symbols used at meetings, in news feeds and pictures are the state flag, coat of arms, Kremlin's Spassky Tower and Orthodox temples. Despite the fact that the Orthodox image can attract people to the holiday, the accentuation of Orthodoxy contradicts the formed image of the unity of all Russians, regardless of their ethnic or religious affiliation. Popular "festivals of national cultures" emphasize the difference of Russians, not their unity. In infographics, the common holiday images are those of a circle, people holding hands, but at rallies we see a mosaic which has not yet formed the overall picture. In general, opinion polls show an increase in the interest in the holiday. In a situation when the visuals which form meanings necessary for the state are limited, the same images can be related to different holidays. For exaple, the ribbon of St. George is not only a symbol of the Victory Day, but it also reflects the patriotism of militia in 1612. It is a certain risk to endow a holiday with additional unpredictable meanings. For the consolidation of society, additional work with the past is needed, a mandatory inclusion in the historical memory of not only victories but also defeats.

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