Russian Style

In the two decades after the turn of the millennium, Vladimir Putin’s control over Russian politics and society grew at a steady pace. As the West liberalized its stance on sexuality and gender, Putin’s Russia moved in the opposite direction, remolding the performance of Russian citizenship according to a neoconservative agenda characterized by increasingly exaggerated gender roles. By connecting gendered and sexualized citizenship to developments in Russian popular culture, Julie A. Cassiday argues that heteronormativity and homophobia became a kind of politicized style under Putin’s leadership. However, while the multiple modes of gender performativity generated in Russian popular culture between 2000 and 2010 supported Putin’s neoconservative agenda, they also helped citizens resist and protest the state’s mandate of heteronormativity. Examining everything from memes to the Eurovision Song Contest and self-help literature, Cassiday untangles the discourse of gender to argue that