“Intervision” Ads and Shaman

Today, Russian schools held another propaganda class under the “Conversations About Important Things” program — this time titled “Creativity That Unites.” But even this seemingly neutral topic revolved around the usual messaging: prioritizing spirituality over materialism and promoting service to the Motherland.

Most of the lesson was devoted to the Intervision music contest — a project revived by the Russian authorities after the country was banned from Eurovision due to its war in Ukraine. Students were shown a promo video from Channel One describing the contest as “a returning legacy,” along with an interview with chief producer Yuri Aksyuta.

“The special effects there would blow even Hollywood away. It’s got artificial intelligence, augmented reality — everything,” — said Aksyuta in his promotional pitch.

Teachers encouraged students to watch the show with their families and root for Russia’s representative: pop singer Shaman.

A separate segment focused on “folklore and traditional values.” Students were introduced to the phenomenon of Nadezhda Kadysheva and the resurgence of folk motifs in modern Russian pop culture. The lesson concluded with a set of advertisements for state-sponsored creative forums like Tavrida.ART, Artmasters, and The Movement of the First — presented as platforms for “unleashing creative potential in our country.”

“The mission of our society is to preserve these cultural values and create new creative solutions that will serve the development of our country.” — final scripted line of the lesson.