Based on the content analysis of Russian books for the period from 1900 to 2019, digitized by Google, the article analyzes certain aspects of the transformation of the family as a social institution. The authors consider the generalized image of the family, highlighting four stages of its presentation, closely related to the state family policy. Based on the analysis of the occurrence of terms representing key family roles, the conclusion is made about the reproduction of rigid gender models of family in the Russian corpus of digitized books. A significant result of the study is the substantiation of the thesis about the mismatch of the generalized image of the family, presented in the literature in the form of the concept of “happy family” and discursive models of family life, in which the resources of its stability are not manifested. The internalization of such discursive models by actors becomes a significant factor in the destruction of the institution of monogamous marriage and the emergence of a wide range of experiments with the formats of family life and close relationships. An important result of the study was also the identification in recent decades of the contradiction between the state discourse, which serves as the justification of family policy and the conceptualizations of the family in the text corpus under study.
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