Maslenitsa in Russkiy London

After having lived in London for almost three years, I knew for a fact that there were many Russians living in the UK just like me. So many that sometimes it was impossible to go to the cinema in the West End without stumbling upon a bunch of Russians commenting on the film in front of you. It is amazing how Russians have become part of the UK and London's diverse cultural landscape!

It is no wonder, then, that Maslenitsa, the Russian pagan spring festival best known for its pancakes and unbridled fun, has been held in London for the sixth year in a row, with performers ranging from classic Russian folk dance to the Russian contemporary pop music scene. It started out in 2009, first in Potters Fields Park near Tower Bridge and close to City Hall, the London Mayor's office. Speaking of the Mayor of London, Boris Johnson, who has been mayor since 2008, he has been an ardent supporter of Russian Maslenitsa all these years, each time never failing to deliver a welcoming and energetic speech to all Maslenitsa-goers. Boris Johnson, who claims to have Russian roots in his family history and attempts to speak Russian in his Maslenitsa greetings, seems to be a really big Russia fan catering to London's 'vibrant' Russian community. Thanks to him, apparently, in 2011 Maslenitsa got a more prominent venue by moving to Trafalgar Square, a place where all the big London public events take place. The Mayor of London is of course not the only person making it happen for London's, and the UK's, Russian community.

The Maslenitsa festival is actually organised by Ensemble Productions, a London-based company that specialises in organising and promoting music and dance events in Britain and internationally. By the looks of it, almost all their events are exclusively related to Russia/post-Soviet space and the celebration of its culture, with artists, musicians and dancers representing Russian and the other former republics' cultures. Russian Maslenitsa in London is the brainchild of Olga Balakleets, head of Ensemble Productions (watch here in Russian and here in English). Olga Balakleets graduated from the Royal College of Music in London and is married to Julian Gallant, a musician, a Russian culture lover, and previously head of Pushkin House, London's prime centre for Russian culture, from 2006 to 2012. Julian Gallant, by the way, was one of the presenters at Maslenitsa festival on 2nd March, and I saw him last year too.

Olga Balakleets and Julian Gallant seem to be a perfect case for students of cultural diplomacy - the duo have been engaging in cultural diplomacy on their own initiative. This is cultural diplomacy meeting citizen diplomacy, done by people, not governments. One could fairly say that Balakleets and Gallant have made themselves unofficial cultural ambassadors for Russia thanks to their efforts in bringing Russian culture to the UK. But I still wondered, though, if there was any goodwill support coming from Russia's governmental bodies or other Russian organisations lending a helping hand. 

Well, it looks like Russia's Ministry of Culture has been a major partner since the festival was launched in 2009. Other usual governmental 'suspects' in the field of public diplomacy, such as the Russian Embassy in the UK, Rossotrudnichestvo (Russian Cooperation) and Risskiy Mir (Russian World) Foundation, seem to have been around in the role of 'supporters' mainly. I don't know what exacty the latter means but I would presume 'supporters' are not similar to sponsors or partners in the sense of providing funding or sharing organisational responsibilities. What 'supporters' do, I guess, is lend their name to the event thus adding weight to it. I might be wrong. But at some stage, when one sees an event catching on, one can't help but wonder who needs whom more - the event needs big-name 'supporters' or 'supporters' the big-name event? In any case, it appears the duo Balakleets and Gallant are getting on fine and have done a great job of making Russian Maslenitsa in London a big deal. If Russia's public diplomacy organisations could help them further, then what kind of help would that be? Would they have any resources anyway? And would it be OK with regard to the image of the organisers as 'grassroots cultural ambassadors'? Would the public diplomacy organisations act as 'facilitators'? The majority of the money for the Maslenitsa festival seems to come from private sponsors/businesses, naturally: in 2011 Mikhail Prokhorov's Onexim Group sponsored the Maslenitsa event, and this year it was Rosneft (state company though). Anyone can also support Maslenitsa personally by donating whatever they can (see the main page of the Maslenitsa website). It also occurs to me that since 2014 is the official UK-Russia Year of Culture, the Maslenitsa festival could have received some extra funds from the Russian (through Rosneft?) and/or the British government as part of this year-long cultural programme. Ever since London's Maslenitsa became a week-long festival of celebrations in 2012, I guess it has become even harder to organise the whole thing without additional sponsorship.

I wouldn't be doing justice to London's Maslenitsa without discussing what actually happens 'on the ground'. So last Sunday I ventured into the field to gather some data and get a feel of the atmospehere. Everyone seemed to be having fun there, each in their own way. People danced, sang and queued for pancakes. Speaking of pancakes, I wasn't pinning too many hopes on those as I knew what they were like from the year before. I had a couple in the end, but I must say those pancakes are not as tasty as the ones I eat in Russia. They didn't feel like Russian pancakes, if you know what I mean. Maybe this is because the London pancakes were not made fresh right in front of you but came from ready-made pancake stuff (don't know whether those ready-made pancakes were made by the sellers in advance or bought in the supermarket). So the end result is heated pancakes that taste pretty chewy, for which you pay £5.50-6.00 depending on the filling - and that is a lot by London standards! The whole experience naturally made me think of the famous (in Russia) Russian pancake chain Teremok with its lovely pancakes for all tastes. I wonder if the Maslenitsa organisers could use Teremok here in London (I know I know there must be lots of legal and business issues involved, but who cares - their pancakes are lovely!). As a matter of fact, Teremok is now making inroads into the American market, so who knows maybe Teremok pancakes in London is not such a crazy idea after all?  

Pancakes and food aside, there was other interesting (and weird) stuff at last Sunday's Maslenitsa. Among the usual Russian souvenirs and trinkets, for example, I discovered this lovely valenki felt boots brand (something like Russian uggs) called Misha valenki (literally 'bear felt boots'). Russian winter footwear tradition has got a new modern marketing spin in the UK and for a fashionista like me this is definitely Russian soft power in the working. Obviously, the bear seems to be the brand's logo (nice use of Russia-related symbols and stereotypes, huh?), and the entire brand presentation is so neat and smart and exquisite I was genuinely impressed! Russian creative folk and entrepreneurs make me happy.

Speaking of less smart ways to use Russian symbols and stereotypes, in the past Maslenitsa apparently featured a live bear walking across Trafalgar Square for everyone's entertainment. I know bears are lovely animals, but I wonder if using Russian stereotypes like this (an actual bear walking on the streets - just like, they say, in Red Square!) actually damages rather than puts a light-hearted and fun spin on Russia's image? Where is the fine line between cheekily playing on stereotypes and actually perpetuating them?

Another really weird thing that caught my eye at the Maslenitsa venue was the stall of a vedic society with books (in Russian) promising to show you the path to self-fulfilment (whatever that means). There was such a strong smell of incense around their stall that when I was passing by I thought for a moment it was an Orthodox stall with candles burning and producing this distinct smell characteristic of Russian churches. This vedic stall seemed so out of place to me - I don't know how they got a stall in the first place. Can you just rent/buy one, regardless of your relevance to the Russian theme (language excluded)? All in all, it was weird to see this at a Russian cultural festival. There was, by the way, another 'mystery' society a bit further selling their literature outside of the venue fences, looking a bit lost. Weird.

One thing that definitely put a happy smile on my face was the stall of this dairy company that produces for the UK exquisite-looking Russian dairy goodies such as kefir, riazhenka, and prostokvasha. I have heard about them before and it seems like they have been expanding ever since. Their goods are mainly available in organic shops and posh department stores, not in your regular supermarket, unfortunately. But I will definitely give them a try - they look so promising! Again way to go, Russian entrepreneurs!  

Something I didn't expect to stumble upon at Maslenitsa at all was the stall advertising immigration lawyers, apparently feeling strong and able to move all willing Russians to the UK (so much for the tightening immigration legislation!).  

What I found particularly wonderful was the presence of the charity Rusfond UK, which helps seriously ill Russian children get access to life-saving medical treatment in the UK. Last year, I have found out, the Maslenitsa organisers teamed up with the Naked Heart Foundation charity for children, which managed to raise some money towards their programmes.   

Note the flags of the CIS countries on stage -
the 'Russian World' (Russkiy Mir) concept is at work, not only Russians but also all Russian-speaking peoples from the former Soviet Union republics are being addressed

Incredible turnout - so many people! 

This lady just kept dancing and spinning,
loving the cameras and showcasing all her Russian and Soviet memorabilia

All in all, Russian Maslenitsa in London is a place where culture reigns. What about politics, you ask me? Well, with the Ukraine situation going on in the background, part of the Russian diaspora (that also includes Russian-speakers from the former Soviet Union) went to the Russian Embassy to protest against war that day. However, another part of that diaspora was planning to show up at the Ukrainian consulate in support of Russia and Crimea. '[Maslenitsa] is beyond politics!' exclaimed the Russian presenter from the stage (which wasn't translated by the English presenter). 

By the way, there was a guy standing at the exit behind the cheering crowd - he was handing out leaflets with information on the crimes and/or wrongdoings of Maslenitsa's sponsors and partners (Rosneft, RIA Novosti, Rossiyskaya Gazeta etc.). Whoever was distributing the leaflets, they even included 'partners' that were not listed on this year's official Maslenitsa booklet. So politics did interfere after all... 

Hm, politicise culture or 'culturise' politics? Here are some thoughts from Mikhail Shvydkoy, Russia's special representative for international cultural cooperation. 

Maybe this is a post for next time?

Sochi Olympics: what to make of them?

Well, it's already been a week of Olympic falls and rises, ups and downs, cheer and disappointment. But as much as we sports fans are concerned about the sports, those of us who are also political scientists and IR researchers concern ourselves with a bunch of other things on top of that - politics, international relations, nation-branding, image, and soft power - the lot.

There has expectedly been an avalanche of related literature and comments on the Sochi Olympics, prior to the Games and ongoing now as we are in the thick of it. And I'm sure there will be much more afterwards. So I thought it would be a good idea to go through some of that writing and commentary on Sochi 2014 now and do a little bit of analysis. Perhaps, this exercise would be useful in getting across my view of these Olympics as well.

As I said, there was enough commentary in time for the coming Sochi Olympics days before the Opening Ceremony. Analysts, commentators and journalists expectedly engaged in discussion on the international and domestic context surrounding the Olympics. Above all these discussions, however, towers the main question, which is the reason Sochi was picked host city 7 years ago: How will the Olympics impact on Russia's international standing and reputation? And when it comes to Russia's international image in particular, everything is in the spotlight and being scrutinised to determine what is good and what ultimately proves bad for Russia as a result of the whole Olympic enterprise. This is not to mention that the Olympics tend to be politicised and thelmselves are a subject of contestation.

Once prior judgements are made about the international context, the domestic situation and Russia's Olympic preparations, more gets thrown into the mix as we reach the Opening Ceremony and the Olympics commence. The picture gets more complex as the Olympics progress: views get amended, hopes dashed or confirmed, expectations met or thwarted. Why am I saying all this? - Because our judgement and perception of the Olympics is bound to be different as we look at them from different perspectives, at different times, and in different circumstances.

There has been a lot of debate on whose side you are when it comes to Sochi 2014. Are you critical of it because it seems like there has been a lot of corruption and money-stealing involved, or are you happy that Russia is hosting the Olympics? From this follows that if you are a Putin critic, you are expected to disapprove of the whole Olympic thing. If you do like the fact that the Olympics are being held in Sochi, however, then you are sure to be a Putin supporter. - Well, I think it doesn't work like that really. For better or worse, humans are complicated creatures, and their attitudes are better understood if we consider different perspectives from which to look at the Olympics.

From the point of view of a Russian athlete the Sochi Olympics are a great thing - you get to compete on home soil, you get greater psychological comfort from the fact that you will be supported by many home fans, you feel proud that the most important event in an athlete's professional life takes place in your country. - I know it: my former schoolmate with whom I used to be great friends and who is competing in these Olympics feels like that, and it's OK. And any athlete, for that matter, wouldn't normally bother about the domestic or international context around Russia if the Olympic facilities are state of the art, the athletes' needs are met, and security fulfils its duty. Interviews with figure-skater Irina Slutskaya and tennis player Maria Sharapova (at 0:21) prove that point. All that athletes care about is sport.

There is also another level at which to consider the Olympics - an individual emotional level. The Olympics are a festival for many and a celebration of sport for sport-lovers. It's a big occasion that brings people together not only from the many cities of one country, but also from the many cities of many countries. Emotions are even more hightened during the Opening Ceremony, which is a feast for the eyes. So if this festival of good humour, friendship and togetherness goes well security- and hospitality-wise, criticisms of the Olympics are likely to recede into the background, if only for the short time that the Olympics take place as emotions are known to subside quickly.

When we speak of the Opening Ceremony it should also be remembered that the Opening Ceremony is a big show involving hundreds of stage managers, assistants, artists and actors, as well as massive planning and vision. In other words, it's no mean feat. The Sochi Olympics are therefore inevitably to be judged from an artistic and aesthetic perspective. How well the Opening Ceremony is staged, how professionally sound and artistically coherent it is, whether the message it conveys is unobtrusive and light and if it establishes a coherence between its content and expression. - On this account Russia, too, could or could not rank high in perceptions.  

Finally, there is inevitably a political perspective to the Sochi Olympics, their domestic and international context. Domestically, it means people debate the logic behind the Olympics and the way the Olympic preparations were managed. There are, for instance, allegations of corruption and graft, of displacement of Sochi residents and the killing of stray dogs. There is also a greater domestic debate around Putin's efforts to construct a stronger and more cohesive identity for Russia and as a result to legitimise Russia's current political rule which many find unattractive. On the other hand, some would argue the Olympics can boost Russia's economy and tourism and bring in much-needed investment, which is good (perhaps, I should have put an economic perspective in a separate category, but I will leave it for now). If this happens, then Russia's image gets an upgrade as a result and would further contribute to the economy and the legitimation of Russia's ruling class. Internationally, all the above debates are being watched and shared and reflected in political concerns over Russia globally. The prime question here is, how will the Olympics impact on Russia's image abroad and what place will Russia manage to secure on the international stage as a result of the Olympics, in the short and, most importantly, long term? Do the Russians deserve to host the Olympics in the first place?

The latter - political - perspective, I think, is ultimately all-encompassing, whether you like it or not. Of all the levels of perception that I've mentioned - an athlete's perspective, individual emotional, aesthetic and economic - any can end up being politicised and overshadowed by a political one. Even as the Olympics take place now politics is ongoing behind the scenes and is ever-present. Putin meets with heads of state and the Olympics are used as an opportunity and background against which important talks happen and international politics is forged. Just the other day he visited US and Canadian Houses, welcoming the athletes and checking if they were happy with the Olympics.    

So, we have all those different levels of perception that, in my view, help understand why there's such a variety of opinion of the Sochi Olympics and such heated debates about them at home and abroad. I would love to further discuss the Olympics by looking at the Opening Ceremony (which I personally found fascinating) but I will reserve that for my next Olympic post.