Literary Life and Literary Brands of Yekaterinburg: the late 2010s - early 2020s

The article attempts to describe the literary space of Yekaterinburg in the late 2010s - early 2020s within the framework of the paradigm of Russian-language literature existing over the borders but structured around the center referred to as “conditional Moscow”. The research methodology combines the analysis of literary life, the socio-literary approach and the theory of place marketing. We are talking not just about agents of literary fields and actors within a literary situation but also about literary brands that help attract symbolic capital to a particular territory. The phenomena of genius loci of A.B. Salnikov, E.V. Simonova, the functioning of cultural institutions that form the literary space of the city, the work of a number of independent projects and initiatives are considered. Particular attention is paid to the levels of interaction between the literature of the city and the center “conditional Moscow”.