Monday, July 20, 1998
Importing America
AMERICA: In Russia, American thought, culture and pop stars
are
everywhere
By Brent Boyd
Daily Bruin Staff
ST. PETERSBURG, Russia — I still don’t know what my dead
giveaway was.
It could have been my red hair (redheads are quite scarce here),
my Southern California accent (we don’t really have accents, do
we?), or perhaps it was the fact that I was wearing jeans and Nikes
and carrying a Jansport backpack.
Whatever it was, I truly believe my entire body was flashing
signs that declared, "I am an American."
That’s exactly what it felt like the other day when I went
souvenir hunting.
One particular vendor wanted anything American, whether it be
the jacket off my back, my dirty socks or even my backpack that had
two broken straps.
If only I had brought American cigarettes or Levi’s, I would be
a very rich man right now.
He seemed somewhat taken aback when I didn’t pull a truckload of
jeans out of my pockets or cartons of Marlboros from behind my
ears, and was surprised that I wasn’t willing to hand over my shoes
right on the spot.
Yet, he remained undaunted.
He would gladly take my telephone number, he said, so he could
call me and set up an appointment to showcase all the clothes I had
brought in my suitcase.
I couldn’t even deter the man when I told him that I didn’t
bring much spare clothing, and that my sweatshirt would probably
come in a lot more handy than one of his matryoshka dolls (the
wooden Russian dolls with five or six more inside) on a chilly St.
Petersburg night.
The only thing I’d part with, I told him, were some extra
T-shirts – T-shirts that were given to me years ago from various
three-on-three basketball and flag football tournaments.
"If it’s made in the USA, it’s good," he said. "I’ll take
anything you’ve got to offer."
All he got was a promise that I’d come back before I left for
home and bargain with him then.
The eerie thing is that it isn’t just that one man who wants to
get his hands on anything American.
Rather, it seems to be the entire city – and for all I know, the
entire country.
"A lot of people don’t like Americans here because they think
that Americans believe they are better than other people," said
Alexsey Kompaniychenko, 20.
Whether they like Americans or not, the people here definitely
have an affection for American products, whether it be soda, candy
bars, movies or music.
The influence of American culture is virtually impossible to
avoid in Russia.
For decades, Russians barely saw anything that came from outside
Soviet borders. Pepsi products were here in the 1960s, Coca-Cola
arrived during the glastnost era in the mid-1980s, and American
music and movies were allowed at that time as well.
That was then, however, and oh, how times have changed.
In the seven years since the switch to a capitalist economy, the
selection of products has multiplied tremendously and, more and
more, the choice is American.
A little taste of this Americana can be found by walking down
Nevsky Prospect, the main street in town and the center of the
city’s activities.
If you’re a little hungry, there’s a Kentucky Fried Chicken on
the street and a Pizza Hut sitting right above it.
Venture one block away and McDonald’s looms around the corner,
one of eight that have sprouted up within the last four years.
Want something a little nicer? At the far end of the street is
the California Grill, nicely decorated with posters of American
icons like Frank Sinatra and Barbra Streisand, U.S. state license
plates and a giant map of the restaurant’s namesake.
Perhaps you want to wash down your meal with some soda. There
are tons of roadside stands where Coca-Cola products are sold.
If you prefer something else, it is likely that a Pepsi stand
lies only a couple strides away, if even that far.
And the food is cheap here too, as a half liter of Coke is 50
cents, and dinner probably costs $5 at most.
After eating, a little shopping is in order. Reebok, Adidas and
Nike outlets abound everywhere.
Don’t forget the Levi’s and Lee Jeans stores just down the
street, or the neighboring Lego and Barbie shops. Do try to forget
the fact that all this stuff will cost twice as much as you’re used
to ($72 for a pair of Levi’s jeans).
Maybe after shopping you just want to relax and enjoy a movie.
Well, that’s taken care of too.
There’s "Godzilla" and "Titanic" at the Aurora Theatre, "G.I.
Jane" at the Khudozhestvenny, and the Molodyozhny is featuring "The
Lost World," "Men in Black" and "I Know What You Did Last
Summer."
Granted, they’re a little old and most are translated into
Russian, but they’re definitely American nonetheless.
"I prefer the ones that are in English," Peter Pleshanov
said.
"Sometimes the translations are just so slow and stupid," he
added.
Regardless of these complaints, there is a genuine fascination
with American pop culture in Russia.
There are stands that sell magazines such as Cosmopolitan, Men’s
Health, Parents and even Playboy. There is an abundant amount of
stores that only sell American movies and compact discs. Also, at
least half of the music played on the radio is in English.
Russians are even fascinated with American movie stars, of which
"Titanic" heartthrob Leonardo DiCaprio tops the list.
There are five different calendars of him, and every selling
booth near the city’s 56 Metro stations seems to have them all.
He’s on the covers of magazines even when there is no story about
him inside.
Still, they are bought by young girls who will stop at nothing
to get a hold of a picture of this Hollywood hunk.
In the home I stayed in, there were only two posters on the
wall, one of which was of DiCaprio.
"He’s just so kraccivi (beautiful),"
Lena Dostovna said, echoing the opinion of nearly every other
girl in town.
"All the girls love him, but all the guys hate him," she
said.
Heck, even that’s American.
And just when you thought you’d had enough, American culture is
even pervading the city’s most historic areas.
Two weekends ago there was a festival celebrating the birthday
of Alexander Pushkin, the famous Russian poet. Russian culture and
history were also celebrated at Catherine the Great’s Palace
simultaneously.
However, beyond the public drinking contest and Russian karaoke,
it was hard to determine whether I was really in Russia or in the
States.
Pepsi tents spread throughout the park, Snickers candy bars were
everywhere and kids played with balloons that showed the American
flag in the shape of a hammer.
There was even a Fourth of July celebration in Palace Square,
the historic birthplace of the Bolshevik revolution in 1917.
Everything about it screamed American, from the fireworks to the
music.
The events were sponsored by L&M, an American cigarette
company. Oh yeah, American cigarettes are everywhere as well.
Advertisements in every Metro station declare that their tobacco
sticks come straight from America. There is a Camel Cafe in town,
and also a Marlboro store.
If only I would have brought some good home-grown cigarettes, I
can’t help but think, all of those matryoshka dolls could’ve been
mine.
I could have even had my pick among matryoshka dolls decorated
with players from American sports teams, Disney characters, past
American presidents and even the Beatles.
For some reason, even those don’t seem out of place here
anymore.
(Far left) No one can ignore the influence of America on Russian
culture. Even the streets are dotted with ads featuring Western
products. (Left) A hot dog stand on the streets of Russia is
covered with signs of Western influence.
BRENT BOYD
A hot dog stand on the streets of Russia is cover with signs of
western influence.
BRENT BOYD
A news stand is covered with
pictures of Leonardo DiCaprio.
Click here to link to the first installment of the Russia
series.