Visualising Russian Mafiya gravestones as iconoclastic representations of an idealised, masculine enterprise culture

Abstract

Since the 1990s, the Russian Mafiya has developed a unique, masculine enterprise culture with its own customs including conspicuous burial rites. Semiotic appreciation of Russian 'Mafiya Gravestones' is not a new consideration in academia. This netnographic study, using photo-elicitation techniques examines images of gravestones to visualise them as a cultural phenomenon representing an idealised, enterprise culture infused with hyper-masculine values and imagery. From the analysis, common gendered themes emerge which correspond to stereotypical representations of post-Soviet Russian and Western enterprise culture. Russian Enterprise culture then projected an idealised scenario whereby the masculine persona of the 'new entrepreneurs' created an iconography which celebrated 'conspicuous consumption' and 'myopic capitalist imagery, ' eulogised via iconic and gendered representation of 'machismo' and acquired wealth. These universal symbols of entrepreneurial success include the depiction of marque cars, designer suits juxtaposed against religious and cultural symbols. This study develops our understanding of this vibrant enterprise culture.