The book argues that the Russian mass media industry, whilst facing the challenges of globalization, serves several purposes including making a profit, reinforcing patriotic discourse and popularizing liberalized lifestyles. Topics include changing social identities, new lifestyles, ideas of "glamour" and "professional values". Overall, the book demonstrates that the media in Russia is far from homogenous, and that, as in the West, despite new technologies of control, media audiences are being offered a new kind of pluralism which is profoundly influencing Russia's cultural, social and political landscape.