Political marketing of activism in Russia: Causes, peculiarities and results

Cogent Social Sciences. 2019. Vol. 5. No. 1. P. 1–22.

Glaser M.

Abstract: Civil and political activism is not a monolithic, “one-size-fits-all”
phenomenon. It is rather viewed as nationally unique, segmented political
attempts to engage different groups of citizens into a civil movement. The
paper explores the specifics and effectiveness of some types of Russian civil
and political activism—female, youth, unofficial, religious. Based on a political
marketing communications framework, the author argues that paradoxical
specifics of civil and political activism in Russia tend to avoid political slogans,
demands as well as content, adhering to the principle of neutrality which is the
main idea fn the contemporary Russian domestic policy. Despite the pronounced
demand for activism and changes, people are unready to fight and
revolt. Russians are not under a universal crisis of values and goals, which
usually spurs negative political activism. Various analytical surveys, reports and
official documents compiled by Russian official agencies and think-tanks in
2010–2018, support the author’s arguments.
Subjects: International Politics; International Relations; Political Behavior and
Participation

Keywords: international relations, political participation, political behavior, international politics