January 01, 2022

TikTok Gets Cultured


TikTok Gets Cultured
Vladimir, of the Khant ethnicity, frolics with his pup Aivas Igorevich on TikTok

TikTok might be best known for banal teen dancing, comedy, and bizarre challenges, but it’s also a place where people of other cultures might challenge you.

Russia boasts over 190 ethnic groups that include approximately 19 percent of the Federation’s population. In late November, National Geographic Russia connected with TikTok influencers from some of Russia’s many ethnic groups who post videos showcasing traditions, dress, food, and other cultural practices.

Vera, who was born in Udmurtia, posts content that both celebrates Udmurt culture and breaks down misconceptions. “There are stereotypes that the Udmurts are modest, and also ugly and envious. Of course, I would like the Udmurts to be known as creative, talented, open-minded, smiling, and beautiful. I would also like to say that the Udmurts are a very sensual people, we have a strong connection with nature and the forest; it is said that we even have some mystical abilities.” There are about 600,000 Udmurts living in Russia today.

Vladimir, of the Khant nationality, spends his time herding reindeer in a nature reserve about 100 kilometers from Kogalym, the city of his birth. “My account is about nature, about the uniqueness of the culture of the North, about the traditional way of life. I also show a strange, very rare way of fishing, without modern bells and whistles. This is how my parents taught me, and their parents taught them,” Vladimir explained. The Khanty people, like the Mansi, are from western Siberia, and both speak the Ob-Ugric language. Together, the two nationalities numbered approximately 30,000 at the end of the twentieth century.

Millions of people globally are following such accounts, and while they raise awareness of  nationalities that might otherwise be unknown, some influencers find it more important to be inspiring youth from these backgrounds to be prouder of their heritage.

Fatima, an Avarka born in the village of Untsukul in the Republic of Dagestan, believes taking joy in one’s culture is essential for its preservation. “I am really rooting for my native languages, which are on the verge of extinction, and I understand that the only salvation of these languages is their speakers. I wanted to show by example that I am not ashamed to speak my native language, that it is beautiful, and that each language is unique and beautiful in its own way." The Avar language is also grouped with the Andi and Dido languages, also known as Dagestanian languages. According to 2010 census data, approximately 910,000 Avars live in Russia today.

Click to learn more about Vera, Vladimir, Fatima, as well as Tatyana and Gulnaz.

 

You Might Also Like

Between Two Worlds
  • July 01, 2015

Between Two Worlds

During the tsarist era, Russians’ perceptions of themselves were powerfully shaped by travelogues about the world that lay beyond the empire’s borders.
The Kryashen
  • May 01, 2015

The Kryashen

Neither Tatar or Russian, the Kryashen are a fascinating ethnic minority that struggles to defend its place, and identity, in southern Russia.
Like this post? Get a weekly email digest + member-only deals

Some of our Books

The Latchkey Murders
July 01, 2015

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...

The Little Humpbacked Horse
November 03, 2014

The Little Humpbacked Horse

A beloved Russian classic about a resourceful Russian peasant, Vanya, and his miracle-working horse, who together undergo various trials, exploits and adventures at the whim of a laughable tsar, told in rich, narrative poetry.

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.

At the Circus
January 01, 2013

At the Circus

This wonderful novella by Alexander Kuprin tells the story of the wrestler Arbuzov and his battle against a renowned American wrestler. Rich in detail and characterization, At the Circus brims with excitement and life. You can smell the sawdust in the big top, see the vivid and colorful characters, sense the tension build as Arbuzov readies to face off against the American.

A Taste of Russia
November 01, 2012

A Taste of Russia

The definitive modern cookbook on Russian cuisine has been totally updated and redesigned in a 30th Anniversary Edition. Layering superbly researched recipes with informative essays on the dishes' rich historical and cultural context, A Taste of Russia includes over 200 recipes on everything from borshch to blini, from Salmon Coulibiac to Beef Stew with Rum, from Marinated Mushrooms to Walnut-honey Filled Pies. A Taste of Russia shows off the best that Russian cooking has to offer. Full of great quotes from Russian literature about Russian food and designed in a convenient wide format that stays open during use.

Davai! The Russians and Their Vodka
November 01, 2012

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.

Bears in the Caviar
May 01, 2015

Bears in the Caviar

Bears in the Caviar is a hilarious and insightful memoir by a diplomat who was “present at the creation” of US-Soviet relations. Charles Thayer headed off to Russia in 1933, calculating that if he could just learn Russian and be on the spot when the US and USSR established relations, he could make himself indispensable and start a career in the foreign service. Remarkably, he pulled it of.

Fearful Majesty
July 01, 2014

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.

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