Elizaveta Gaufman
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Cult of personality
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Fancy a Putin-themed T-shirt or pair of knickers? This chapter is devoted to the phenomenon of Putin branding that has emerged both off- and online. President Putin’s likeness has become a veritable brand that serves to project alignment with the Kremlin’s foreign policy. The domestic market has embraced this campaign: stores featuring “patriotic collections” selling T-shirts with Putin became ubiquitous. The visage of President Putin has become a symbol of the rebirth of the great power identity. Virility, hyper-masculinity, and emasculation of others are among several aspects consistent with a patriarchal and sexualized perspective on international politics. Putin branding has, however, dangerous consequences given that disagreement with state policy is interpreted as a sign of disloyalty to the man who came to embody the nation.

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Everyday foreign policy

Performing and consuming the Russian nation after Crimea


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