Our group looked more specifically at Russia, Estonia, and Georgia while touching on interesting points throughout the Former Soviet Union. The key word was CHANGE: what was the nature of Soviet PR, and what has evolved from it.
Contents The Past: Soviet propaganda & myths : Estonia The Present: Russia - Georgia – Estonia
Animated Soviet Propaganda Advantages of using animation 1. Audio and visual >music, color – strong emotions 2. Artistic freedom >no limits in plot, setting or character design 3. Appearance of being childlike >ideas implanted in children
Totalitarism affected deeply to the society and culture of Estonia.
A communist propaganda made people passive and unresponsive.
Myths of communist ideology in the public texts: 1. The myth of the creator Lenin and the Party and Marx and Engels as their predecessors 2. The myth of victory of the Great Soviet Socialist Revolution (Russian Revolution) and of a new era 3. The myth of the Great Patriotic War and the invincibility of the Soviet Union with many enemies ‘out there’ 4. The myth of historical progression of socialism, communist world revolution and communist future 5. The myth of the Soviet republics as a united family 6. The myth of labour and constant improvement of the Soviet economy 7. The myth of the working class as ‘the leading power’ 8. The myth of free and happy Soviet people and the new type of human Source: Lõhmus, M. (2002) Transformation of Public Text in Totalitarian System
The fictional character Borat irritated officials of Kazakhstan: response through media
Kazakhstan launch campaign to better country's image
>>Internet & TV
Movie caused sudden boost in tourism
Kazakhstan became known (even though only vaguely)
The initial bad publicity created a positive PR opportunity
Turkmenistan: Place in Heaven - Former leader wrote a “holy book” Ruhnama, which supported the personal cult around him - Foreign companies had to translate it into their own language in order to make business in Turkmenistan - Finnish company Ensto almost translated it - Cultural adaptation is ok, but companies shouldn’t do everything they are asked for
According to the Corruption Perception Index of 2009, the former Soviet states have a very high level perceived corruption
Widespread corruption may lessen necessity of PR as we know it (NB. Inequality breeds corruption)
Development of PR as profession and academic field could be hindered by corruption
high level of PR=low level of corruption
Culture and PR in former Soviet Union countries Many of the Asian countries have not yet mastered how to use PR; PR is very young and not many professionals
Should the countries adopt the western PR?
Will they get any help from western countries?
Do they have a need for PR? Do they want to communicate with the west?
Do attitudes, beliefs and traditions have an effect?
Study: Russia is culturally so different from the western countries that “American” PR cannot function
Stages of change in a transition society Stage 1 Closed and secret society Secret organisations Stage 2 Changing society Closed organisations Stage 3 Changing society Changing organisations Stage 4 Open society Changing organisations Stage 5 Open society Open organisations Source: Tampere, K (2003) Public Relations in a Transition Society 1989-2002