Is feminism in Russia a mortal sin?

The trial of Pussy Riot is encouraging Russians to talk openly about corruption. But how is their message being received in a country where feminism is still a dirty word?

“They’re just stupid girls who wanted to gain popularity. Young punk bands can’t be that political, they can’t be that patriotic. If they had had a certain degree of intelligence, they would never have done that in a church. One should be respectful of any religion.” That’s how Anya Belozerova, the 47 year old woman who was renting me a room in her Moscow apartment for a few days in August, dismissed the three Pussy Riot members who lip-synced to a song on 21 February in Moscow’s Christ the Saviour Cathedral. “Mother of God drive Putin away/ Mother of God become a feminist,” they sang, in a video that can be seen on Youtube. Shortly aferwards, they were arrested, charged with ‘hooliganism motivated by religious hatred’, facing up to seven years in jail. Six months later, they are waiting for the verdict, which is expected on 17 August. The prosecution has asked for a sentence of 3 years.

Yet contrary to what my host thought of these young women - and her opinion is common among many Russians I have met - the Pussy Riot members happen to be very well read, especially in feminist theory. Having never released a song nor played live, they are not a band in the conventional sense.  One of them was a member of the Saint Petersburg-based art collective Voina, which has been staging politically-charged public performances for several years; the two others have academic backgrounds. When it was suggested to the women that they ask prominent international figures to sign a petition in support of their cause, one of their first choices was the US gender theorist Judith Butler. What’s more, all three took part in last December’s massive protests against Vladimir Putin’s attempt to be re-elected president after serving one term as prime minister. The placard they brandished read “Free the women” - a slogan that has now taken on a different resonance. They have stressed that their action was not anti-religious but a protest against the collusion of Church and State in Russia.

“It’s as if the girls had taken this big bag full of shit and pulled the plug out”, explains Valeria Ovechenko, a 30 year-old who moved to Moscow from her home by the Black Sea a decade ago. Pussy Riot, she says, have forced Russians to start talking openly about politics in a way they never had before. The corruption of the Church, its vast wealth, its close ties to the State - Kirill, Patriarch of the Russian Orthodox Church Patriarch, is a former KGB officer just like Putin - all of this is well known, but had never been a subject of public debate. "There is a reason why the Pussy Riot members chose Christ the Saviour Cathedral,” says Ovechenko. Moscow’s largest church, demolished by Stalin but rebuilt in the post-Soviet era, is viewed almost like a government ministry building by the public. “I’m religious, the Orthodox religion is part of my culture, but this protest was not an attack on my faith,” says Ovechenko. Like many of her friends, she says, she sees the protest as a criticism of church leaders, who are seen as being avaricious and a part of the country's political corruption.

Pussy Riot’s action, which came only weeks before Putin’s re-election (despite, or perhaps because of, the government’s own moves to stifle dissent, he retains wide popular support) can not be separated from the wider background of political disenchantment. Ovechenko, who works as a publicist for one of Moscow’s thriving clusters of art galleries, boutiques and restaurants, sees the girls’ stunt as expressing her generation’s frustration. “I was born in 1981,” she says, “I remember Soviet times, when it was too hard to live, the 90’s, when the mafia destroyed everything. We are tired. My generation wants to live now.”

Yet I was surprised at what Ovechenko had to say about their feminist sloganeering. “That’s just a myth for little girls watching American films. We have no time for feminism in Russia.”

Ovechenko may not share the view of the prosecutors, who described feminism as a “mortal sin” and brought forth a pious old lady to testify that the very word was an obscenity when uttered in a church. But the term is treated with suspicion or outright hostility, even among political progressives. According to Svetlana Kolchik, editor of Marie Claire’s Russian edition, “many Russian women are more feminist and stronger than women in Western countries.” They have, she says, always been working aside the men and actually work more than them. “Sometimes, they play weak, play soft, just to support the men. But they’re incredibly strong. They would not call themselves feminist, but they are feminist, by necessity, if not by choice.” It’s for this reason, perhaps, that young women like Ovechenko see “feminism” as a Western indulgence, even irrelevant to their lives.

Miriam Elder, the Guardian’s Moscow correspondant, not only knows the country well, but shares a love of the US-based punk rock Riot Grrrl movement that inspired Pussy Riot. As she explained to me, “Russia has a very specific feminist history that traces back to Soviet times, when a new ideal of female equality saw women going en masse into the workforce. Men and women were to share the workload and the responsibilities at home.” However, the reality did not match up to expectations: “Russian women ended up with a double burden. They worked as long as their husbands, then came home, did all the cleaning, all the cooking and took care of the children.” This Soviet past is the reason why the Western definition of feminism – one that starts with the fight for equality in the workplace – doesn’t seem to apply so well to Russia. But beneath the self-reliant exterior lie problems familiar to women in the West. Women earn lower wages than men and, says Miriam “when you look at how well spread domestic abuse is here, at the lack of shelters, you realise there’s a lot of work of be done.” In Russia, feminism is still underground. As with politics and religion, Pussy Riot are trying to start a conversation about it.

Whithin the opposition movement, the first reactions to the group’s protest in Christ the Saviour were mixed. Alexei Navalny, a lawyer and blogger who has become the movement’s de facto leader, didn’t hide his distaste, although he called for the three women to be released as soon as possible. Yet as the case dragged on and it became clear that Russian state prosecutors were pushing for a draconian punishment, Navalny, along with others began to offer more vocal support.

Michael Idov, a Russian-American journalist who now edits GQ in Moscow, says that the trial - which he described in an op-ed for the New York Times as “Russia’s Hustler v. Falwell”, referring to a landmark US Supreme Court decision in favour of the pornographer Larry Flynt’s in 1988 - is a cultural watershed. “I was very pleased to see Alexei Navalny speaking in their support, as he has done on Twitter,” says Idov, “because he is a very astute politician who is building political capital and has a very wide range support. If you’re a populist, Pussy Riot are not a good cause to pick up. Beyond Moscow’s garden ring [ie, in Russia at large], a lot of people actually want to see them in jail.” Now, as the case has received unexpected international attention and support from pop musicians abroad – culminating during Madonna’s Pussy Riot themed strip tease at her concert in Moscow on 7 August, the balance may have tipped in their favour. The fact that the judge at Moscow’s Khamovnichesky Court has called for a 10-day recess before delivering the verdict makes observers such as Idov hopeful. It may mean that officials, shocked by how big a news story the case has become, are trying to find a way out of it without damaging Russia’s international reputation, or losing face among their compatriots.

But the consensus that unites a great part of Moscow youth seems to fade outside of the capital. A few days later, I was on a train bound for Siberia - a four-day journey across vast stretches of Russian territory. Sitting in front of me, reading a tabloid account of the Pussy Riot case, was Tatiana, a 15-year-old girl from Irkutsk, a city near Lake Baikal. While Western pop stars have expressed their support for the trio, many popular Russian singers have done the opposite. “It’s better to sing than to speak,” was the verdict of one quoted in the article. All Tatiana knew about the case was that Pussy Riot “said God was bad” and “painted over all the icons in the church.” Her mother was even more blunt. “Russia is a big country, it has many hooligans.” Pussy Riot may have caused a scandal but what would it take for women like these to engage with their ideas?

Valeria Costa-Kostritsky is a French journalist based in London. This post first appeared on openDemocracy 50.50 here.

 

Members of the all-girl punk band 'Pussy Riot' in court. Photograph: Getty Images

Valeria Costa-Kostritsky is a French freelance journalist. She reports on social issues and contributes to the LRB, the Guardian, Index on Censorship and French Slate, with a particular interest in France and Russia. She is on Twitter as @valeria_wants.

 

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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA