Business programme

Financial Wellness Culture Code: How Media Forms Behavioral Patterns

16 Jun , 17:00–18:15
The Russian Economy: New Objectives and Horizons
Pavilion G, conference hall G5

"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?

Anna Kharnas, Head, Financial Literacy Center, Financial Research Institute of the Ministry of Finance of the Russian Federation

Alexander Auzan, Dean of the Faculty of Economics, Lomonosov Moscow State University
Alexey Goreslavsky, Director General, ANO "Internet Development Institute" (IRI)
Mikhail Kotyukov, Deputy Finance Minister of the Russian Federation
Olga Lyubimova, Minister of Culture of the Russian Federation
Yuliana Slashcheva, Chairman of the Management Board, Soyuzmultfilm Film Studio; General Director, Gorky Film Studio; Chairman of the Management Board, Russian Animated Film Association

Front row participants
Lyubov Malyarevskaya, Director General, Russian Mediagroup
Irina Osadchaya, Deputy General Director, National Priorities