by Natylie Baldwin at The GrayZone
A comedic actor who rose to the country’s highest office in 2019, Volodymyr Zelensky was virtually unknown to the average American, except perhaps as a bit player in the Trump impeachment theater. But when Russia attacked Ukraine on February 24, 2022, Zelensky was suddenly transformed to an A-list celebrity in US media. American news consumers were bombarded with images of a man who appeared overcome by the tragic events, possibly in over his head, but ultimately sympathetic. It didn’t take long for that image to evolve into the khaki-clad, tireless hero governing over a scrappy little democracy and single-handedly staving off the barbarians of autocracy from the east.
But beyond that carefully crafted Western media image is something much more complicated and less flattering. Zelensky was elected by 73 percent of the vote on a promise to pursue peace while the rest of his platform was vague. On the eve of the invasion, however, his approval rating had sunk to 31 percent due to the pursuit of deeply unpopular policies.
Ukrainian academic, Olga Baysha, author of Democracy, Populism, and Neoliberalism in Ukraine: On the Fringes of the Virtual and the Real, has studied Zelensky’s rise to power and how he has wielded that power since becoming president. In the interview below, Baysha discusses Zelensky’s embrace of neoliberalism and increasing authoritarianism, how his actions contributed to the current war; his counterproductive and self-absorbed leadership throughout the war, the complex cultural and political views and identities of Ukrainians, the partnership between neoliberals and the radical right during and after Maidan, and whether a Russian takeover of the entire Donbass region might be less popular among the local population than it would have been in 2014.
Tell us a bit about your background. Where are you from and how did you become interested in your current area of study?
I am an ethnic Ukrainian born in Kharkov, a Ukrainian city on the borderline with Russia, where my dad and other relatives are still living. Before the current war, Kharkov was one of Ukraine’s leading educational and scientific centers. The city’s residents pride themselves on living in the “intellectual capital” of Ukraine. In 1990, the first television company free from party control was established there; soon, its first news program went on air. By that time, I had already graduated from Kharkov University, and one day, I was invited to work as a journalist in this program by a university friend. Next day, without prior experience, I started reporting. In a couple of months, I was a news presenter. My meteoric career was not an exception.
New uncontrolled media, the number of which was increasing at a huge rate daily, demanded more and more media workers. In the overwhelming majority of cases, they were young ambitious people without any journalistic education or life experience. What united us was the desire to westernize, a lack of understanding of societal contradictions characterizing the post-Soviet transition, and deafness to the concerns of working people who opposed reforms. In our eyes, the latter were “retrograde”: they did not understand what civilization was about. We saw [our]selves as a revolutionary vanguard and chosen progressive reformers. It is we—media workers—who created a favorable environment for Ukraine’s neoliberalization, presented as westernization and civilization, with all disastrous consequences for society they brought. Only years after, I realized this.
Later, while supervising the production of historical documentaries in a Kiev television company, I recognized that the mythology of unidirectional historical progress and inevitability of westernization for “barbarians” provided an ideological ground for neoliberal experiments not only in the former Soviet states but around the globe. It is this interest in the global hegemony of the ideology of westernization that led me first to the doctoral program in critical media studies at the University of Colorado at Boulder and then to the research I am doing now.
According to the academic work of some Ukrainian sociologists, polling showed in the recent past that most Ukrainians were not very interested in the issue of identity but were more concerned with issues like jobs, wages, and prices. Your work focuses a lot on the Neoliberal reforms that were enacted in Ukraine since 2019 – against the popular sentiment. Can you talk about what the view is on economic issues for most Ukrainians and why?
In the social milieus [in which] I lived…
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