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.
Query
Template: /muraWRM/core/mura/content/feed/feedGateway.cfc:250
Execution Time: 0.81 ms
Record Count: 0
Cached: No
Lazy: No
SQL:
SELECT
tcontent.siteid, tcontent.title, tcontent.menutitle, tcontent.restricted, tcontent.restrictgroups,
tcontent.type, tcontent.subType, tcontent.filename, tcontent.displaystart, tcontent.displaystop,
tcontent.remotesource, tcontent.remoteURL,tcontent.remotesourceURL, tcontent.keypoints,
tcontent.contentID, tcontent.parentID, tcontent.approved, tcontent.isLocked, tcontent.contentHistID,tcontent.target, tcontent.targetParams,
tcontent.releaseDate, tcontent.lastupdate,tcontent.summary,
tfiles.fileSize,tfiles.fileExt,tcontent.fileid,
tcontent.tags,tcontent.credits,tcontent.audience, tcontent.orderNo,
tcontentstats.rating,tcontentstats.totalVotes,tcontentstats.downVotes,tcontentstats.upVotes,
tcontentstats.comments, tparent.type parentType,
tcontent.path, tcontent.created, tcontent.nextn, tcontent.majorVersion, tcontent.minorVersion, tcontentstats.lockID, tcontentstats.lockType, tcontent.expires,
tfiles.filename as AssocFilename,tcontent.displayInterval,tcontent.display,tcontentfilemetadata.altText as fileAltText,tcontent.changesetid
FROM
tcontent
left Join tfiles on (tcontent.fileid=tfiles.fileid)
left Join tcontentstats on (tcontent.contentid=tcontentstats.contentid
and tcontent.siteid=tcontentstats.siteid)
Left Join tcontent tparent on (tcontent.parentid=tparent.contentid
and tcontent.siteid=tparent.siteid
and tparent.active=1)
Left Join tcontentfilemetadata on (tcontent.fileid=tcontentfilemetadata.fileid
and tcontent.contenthistid=tcontentfilemetadata.contenthistid
and tcontent.siteid=tcontentfilemetadata.siteid)
WHERE
tcontent.siteid in ('default')
and tcontent.active = 1
and tcontent.Approved = 1
AND tcontent.isNav = 1
AND tcontent.moduleid = '00000000000000000000000000000000000'
AND tcontent.searchExclude = 0
AND tcontent.contentid <> '00000000000000000000000000000000001'
AND tcontent.type <>'Module'
and (
tcontent.parentid
=
'9FEC7E04-77A4-4E17-B9E748A6A9521D0B'
and
tcontent.subtype
=
'footnote'
)
AND (
tcontent.Display = 1
OR
(
tcontent.Display = 2
AND
(
(
tparent.type!='Calendar'
and tcontent.DisplayStart <=
{ts '2026-04-03 15:00:00'}
and (tcontent.DisplayStop >=
{ts '2026-04-03 15:00:00'} or tcontent.DisplayStop is null)
) OR (
tparent.type='Calendar'
and tcontent.DisplayStart <=
{ts '2027-04-03 15:00:00'}
and (tcontent.DisplayStop >=
{ts '2026-04-03 15:00:00'} or tcontent.DisplayStop is null)
)
)
)
)
AND (
tcontent.mobileExclude is null
OR
tcontent.mobileExclude in (0,1)
)
order by
tcontent.lastUpdate desc
siteidtitlemenutitlerestrictedrestrictgroupstypesubTypefilenamedisplaystartdisplaystopremotesourceremoteURLremotesourceURLkeypointscontentIDparentIDapprovedisLockedcontentHistIDtargettargetParamsreleaseDatelastupdatesummaryfileSizefileExtfileidtagscreditsaudienceorderNoratingtotalVotesdownVotesupVotescommentsparentTypepathcreatednextnmajorVersionminorVersionlockIDlockTypeexpiresAssocFilenamedisplayIntervaldisplayfileAltTextchangesetid
Like this post? Get a weekly email digest + member-only deals

Some of our Books

Russian Rules
November 16, 2011

Russian Rules

From the shores of the White Sea to Moscow and the Northern Caucasus, Russian Rules is a high-speed thriller based on actual events, terrifying possibilities, and some really stupid decisions.

Survival Russian
February 01, 2009

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.

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.

White Magic
June 01, 2021

White Magic

The thirteen tales in this volume – all written by Russian émigrés, writers who fled their native country in the early twentieth century – contain a fair dose of magic and mysticism, of terror and the supernatural. There are Petersburg revenants, grief-stricken avengers, Lithuanian vampires, flying skeletons, murders and duels, and even a ghostly Edgar Allen Poe.

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.

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.

Woe From Wit (bilingual)
June 20, 2017

Woe From Wit (bilingual)

One of the most famous works of Russian literature, the four-act comedy in verse Woe from Wit skewers staid, nineteenth century Russian society, and it positively teems with “winged phrases” that are essential colloquialisms for students of Russian and Russian culture.

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