Business programme

Financial Wellness Culture Code: How Media Forms Behavioral Patterns?

16 Jun , 17:00–18:15
The Russian Economy: New Objectives and Horizons

"Our people do not take cabs to the bakery" – this quote from a legendary 1960’s comedy by Leonid Gaidai has for decades shaped specific behavioral attitudes in the Russian-speaking society. The wealth of world cinema and media has numerous examples when real-life financial situations (whether it is desire to get rich, pay off a debt, or to invest in the stock market) formed the narrative in popular films or reality shows. A striking example is a long-running television African hit series called "Scandal!", a drama that revolves around personal finance issues. Interesting media products with a financial-educational component have also emerged in Russia in recent years. How can we turn edifying ideas into content that is popular with the audiences? What role will cultural initiatives play in shaping a new financial culture for children and adults alike?