October 20, 2019

Adding Me, and You, and All of Us to AdMe.ru


Adding Me, and You, and All of Us to AdMe.ru
AdMe's Facebook cover photo: "...let's make this world a little bit kinder." AdMe.ru | Facebook

I was first introduced to AdMe.ru by an almost-babushka Russian language teacher in Moldova. Trying to be both a babushka and a language teacher at the same time, for conversation practice she sometimes printed how-to articles on being happy. The articles were full of advice like eliminating the words “can’t” and frequently saying “thank you.” 

Post about gratefulness on AdMe
AdMe has not decreased its emphasis on gratitude one iota in the past four years.  (Russian: In life there is always, always, ALWAYS something you can and must be grateful for.) / AdMe.ru | Facebook

I originally subscribed to AdMe.ru on Facebook for language practice, but it is the positivity – the trendy new noun positiv in Russian – that keep me mindlessly scrolling through their cartoon-illustrated listicles, arts-and-crafts videos, and feel-good facts about ducks four years later. I’m not alone. Their Facebook has over five million subscribers, making it the third most popular Russian language site (and their DIY sister site, Beri i delai, which roughly translates as “Get to it,”comes in fourth). Their Youtube channel does even better, with over ten million subscribers. 

The high proportion of young mother stories, celebrity then-and-now comparisons, and home decorating content, as well as the site’s use of the previously cool word for cool (kruto – we are now two slang generations beyond that, through prikolno to klyovo) would make you think the site is for women in their 30s. According to a 2014 staff photo, this appears to be the approximate demographic of the writers, too. However, in reality the audience is more eclectic. Here are just a few subscribers that I happen to be friends with on Facebook: a female college student from Azerbaijan, a male entrepreneur in his 30’s from Ukraine, and an elderly Moldovan choir teacher. It is a Russian – dot ru – site, but the outlet is perhaps even more popular in Russia’s near abroad than in Russia itself; the VKontakte (Russia’s most popular social media) page has “only” 1.5 million subscribers. 

A diverse audience may be responsible for the site’s apparent paradoxes – or, perhaps, these paradoxes illustrate that post-Soviet day-to-day values and culture are more nuanced than you’d think. On the one hand, the site takes stances radical for the region, like men are attractive with long hair, and – PSA – getting cold doesn’t actually give you a cold. On the other hand, sometimes ideas not widely embraced in the former Soviet Union, such as mental health and feminism, are given airtime but subjected to sketchy science, hot takes, and lukewarm reactionism: Deal with anxiety by doing house chores, rather than seeing a therapist! See men’s reaction to feminist photoshoots! Women are “excellent, unpredictable” creatures, whose “entire essence” is contained in 23 texts

AdMe facebook post of men with long hair
AdMe can prove anything, with the right visuals. (Russian: 20+ proofs that long hair makes men devilishly attractive.) / AdMe.ru | Facebook

While much of the content is tied to the external world, there is also a healthy dose of over-the-top on-brand Russia. A recent post, for instance, asked users to replace a word in a movie title with kolbasa (sausage). A few of the 1,000+ comments: “Seventeen moments of sausage,” “Moscow doesn’t believe in sausage” – but also, “50 shades of sausage.”

AdMe’s tone is grassroots-edgy, which seems to be received much better than outlets pushing liberal social values in overt alignment with the West. AdMe used to cover advertising, before expanding to all forms of creativity and beyond. Their expertise in messaging is clear. The site may seem baffling to outsiders, but clearly responds to its the needs of its readers (figuratively and literally – they actually regularly respond to comments on posts, emojis and all), just like the gif-dense lists and quizzes of Buzzfeed scratched an itch millennials didn’t know they had. From a listicle of adult symbols in Alice in Wonderland to a video of adult uses of crayons, AdMe is a master at putting a modern flourish on the familiar, nostalgic even. It is a deep-rooted Russianness that lets AdMe push the boundaries of its readers’ comfort zone – and lighthearted pressure from the inside helps the comfort zone to slowly expand. 

Like this post? Get a weekly email digest + member-only deals

Some of Our Books

The Latchkey Murders

The Latchkey Murders

Senior Lieutenant Pavel Matyushkin is back on the case in this prequel to the popular mystery Murder at the Dacha, in which a serial killer is on the loose in Khrushchev’s Moscow...
Driving Down Russia's Spine

Driving Down Russia's Spine

The story of the epic Spine of Russia trip, intertwining fascinating subject profiles with digressions into historical and cultural themes relevant to understanding modern Russia. 
Murder at the Dacha

Murder at the Dacha

Senior Lieutenant Pavel Matyushkin has a problem. Several, actually. Not the least of them is the fact that a powerful Soviet boss has been murdered, and Matyushkin's surly commander has given him an unreasonably short time frame to close the case.
93 Untranslatable Russian Words

93 Untranslatable Russian Words

Every language has concepts, ideas, words and idioms that are nearly impossible to translate into another language. This book looks at nearly 100 such Russian words and offers paths to their understanding and translation by way of examples from literature and everyday life. Difficult to translate words and concepts are introduced with dictionary definitions, then elucidated with citations from literature, speech and prose, helping the student of Russian comprehend the word/concept in context.
Fearful Majesty

Fearful Majesty

This acclaimed biography of one of Russia’s most important and tyrannical rulers is not only a rich, readable biography, it is also surprisingly timely, revealing how many of the issues Russia faces today have their roots in Ivan’s reign.
Survival Russian

Survival Russian

Survival Russian is an intensely practical guide to conversational, colloquial and culture-rich Russian. It uses humor, current events and thematically-driven essays to deepen readers’ understanding of Russian language and culture. This enlarged Second Edition of Survival Russian includes over 90 essays and illuminates over 2000 invaluable Russian phrases and words.
The Moscow Eccentric

The Moscow Eccentric

Advance reviewers are calling this new translation "a coup" and "a remarkable achievement." This rediscovered gem of a novel by one of Russia's finest writers explores some of the thorniest issues of the early twentieth century.
The Little Golden Calf

The Little Golden Calf

Our edition of The Little Golden Calf, one of the greatest Russian satires ever, is the first new translation of this classic novel in nearly fifty years. It is also the first unabridged, uncensored English translation ever, and is 100% true to the original 1931 serial publication in the Russian journal 30 Dnei. Anne O. Fisher’s translation is copiously annotated, and includes an introduction by Alexandra Ilf, the daughter of one of the book’s two co-authors.
Davai! The Russians and Their Vodka

Davai! The Russians and Their Vodka

In this comprehensive, quixotic and addictive book, Edwin Trommelen explores all facets of the Russian obsession with vodka. Peering chiefly through the lenses of history and literature, Trommelen offers up an appropriately complex, rich and bittersweet portrait, based on great respect for Russian culture.
Fish
February 01, 2010

Fish

This mesmerizing novel from one of Russia’s most important modern authors traces the life journey of a selfless Russian everywoman. In the wake of the Soviet breakup, inexorable forces drag Vera across the breadth of the Russian empire. Facing a relentless onslaught of human and social trials, she swims against the current of life, countering adversity and pain with compassion and hope, in many ways personifying Mother Russia’s torment and resilience amid the Soviet disintegration.

Jews in Service to the Tsar
October 09, 2011

Jews in Service to the Tsar

Benjamin Disraeli advised, “Read no history: nothing but biography, for that is life without theory.” With Jews in Service to the Tsar, Lev Berdnikov offers us 28 biographies spanning five centuries of Russian Jewish history, and each portrait opens a new window onto the history of Eastern Europe’s Jews, illuminating dark corners and challenging widely-held conceptions about the role of Jews in Russian history.

A Taste of Chekhov
December 24, 2022

A Taste of Chekhov

This compact volume is an introduction to the works of Chekhov the master storyteller, via nine stories spanning the last twenty years of his life.

The Samovar Murders
November 01, 2019

The Samovar Murders

The murder of a poet is always more than a murder. When a famous writer is brutally stabbed on the campus of Moscow’s Lumumba University, the son of a recently deposed African president confesses, and the case assumes political implications that no one wants any part of.

Frogs Who Begged...
November 01, 2010

Frogs Who Begged...

The fables of Ivan Krylov are rich fonts of Russian cultural wisdom and experience – reading and understanding them is vital to grasping the Russian worldview. This new edition of 62 of Krylov’s tales presents them side-by-side in English and Russian. The wonderfully lyrical translations by Lydia Razran Stone are accompanied by original, whimsical color illustrations by Katya Korobkina.

Life Stories
September 01, 2009

Life Stories

The Life Stories collection is a nice introduction to contemporary Russian fiction: many of the 19 authors featured here have won major Russian literary prizes and/or become bestsellers. These are life-affirming stories of love, family, hope, rebirth, mystery and imagination, masterfully translated by some of the best Russian-English translators working today. The selections reassert the power of Russian literature to affect readers of all cultures in profound and lasting ways. Best of all, 100% of the profits from the sale of this book are going to benefit Russian hospice—not-for-profit care for fellow human beings who are nearing the end of their own life stories.

93 Untranslatable Russian Words
December 01, 2008

93 Untranslatable Russian Words

Every language has concepts, ideas, words and idioms that are nearly impossible to translate into another language. This book looks at nearly 100 such Russian words and offers paths to their understanding and translation by way of examples from literature and everyday life. Difficult to translate words and concepts are introduced with dictionary definitions, then elucidated with citations from literature, speech and prose, helping the student of Russian comprehend the word/concept in context.

Murder and the Muse
December 12, 2016

Murder and the Muse

KGB Chief Andropov has tapped Matyushkin to solve a brazen jewel heist from Picasso’s wife at the posh Metropole Hotel. But when the case bleeds over into murder, machinations, and international intrigue, not everyone is eager to see where the clues might lead.

Stargorod: A Novel in Many Voices
May 01, 2013

Stargorod: A Novel in Many Voices

Stargorod is a mid-sized provincial city that exists only in Russian metaphorical space. It has its roots in Gogol, and Ilf and Petrov, and is a place far from Moscow, but close to Russian hearts. It is a place of mystery and normality, of provincial innocence and Black Earth wisdom. Strange, inexplicable things happen in Stargorod. So do good things. And bad things. A lot like life everywhere, one might say. Only with a heavy dose of vodka, longing and mystery.

About Us

Russian Life is a publication of a 30-year-young, award-winning publishing house that creates a bimonthly magazine, books, maps, and other products for Russophiles the world over.

Latest Posts

Our Contacts

Russian Life
73 Main Street, Suite 402
Montpelier VT 05602

802-223-4955