“Prostokvashino” Cartoon Series: A New Tool for Russian Soft Power
Yuliana Slashcheva, the chairwoman of the renowned animation studio Soyuzmultfilm, believes the popular cartoon series “Prostokvashino” holds potential as a vehicle for expanding Russia’s cultural influence internationally. She suggests the series can effectively strengthen the nation’s “soft power” abroad.
Launched in 2018, “Prostokvashino” isn’t a new creation. It’s actually a revival and continuation of a beloved Soviet-era cartoon.The original was based on the charming children’s stories penned by Eduard Uspensky in the 1970s.
The series transports viewers to the fictional village of Prostokvashino. Interestingly, the name itself translates from russian to “sour milk,” adding a touch of whimsicality to the setting.
Here’s what makes this series a potential asset for Russia:
* Nostalgia Factor: For many, the original cartoon evokes fond childhood memories. This built-in audience creates immediate interest.
* Cultural Export: Animation is a universally appealing medium. “Prostokvashino” offers a window into Russian culture and values.
* Contemporary Relevance: The new series updates the classic stories for a modern audience, ensuring continued engagement.
* Soft Power Potential: By showcasing positive aspects of Russian life and storytelling, the series can subtly shape perceptions abroad.
The renewed focus on “Prostokvashino” reflects a broader strategy. Russia is increasingly looking to cultural exports – like animation, film, and music – to enhance its global image.This approach aims to build relationships and influence through attraction rather than coercion.
You might be wondering what makes “soft power” so important. Essentially, it’s the ability to influence others through appeal and attraction. it’s a powerful tool in international relations, and “Prostokvashino” could play a role in Russia’s efforts to wield it effectively.
Ultimately, the success of this strategy will depend on the quality of the animation and the resonance of the stories with international audiences. However, the initial investment in “Prostokvashino” signals a clear intent: to leverage cultural content for broader geopolitical goals.
