Developments in Ukrainian Society: 2004-2006

The past two years — from the presidential campaign and Orange Revolution of 2004 to the present (August 2006) have seen significant changes in Ukraine. This article will reflect on some of the developments in Ukrainian society that have crystallized in this short period.

Civic and political developments in Ukraine

Freedom of speech
The previous government's practice of controlling and manipulating the press in its interests has ended, giving way to a normal relationship between government and mass media — not always particularly friendly, but generally an accommodating working relationship without the systematic suppression of the Kuchma years. Active, heated political discussion can be seen on TV and criticism of the government's actions can be read in newspapers and magazines. The difference in freedom of speech between Ukraine and Russia has now become significant. We shall see whether Yanukovich's team (the Prime Minister and his cabinet) will make attempts to silence the press. This seems to be a possibility given the Party of Region's historically disdainful attitude towards journalists and a number of recent incidents where journalists were harmed or threatened.

Increased civic awareness
The Orange Revolution gave many Ukrainians (especially the young and middle-aged) the feeling that they can influence events in their country. Since then, given the greater freedom of speech, civic activity and awareness has increased significantly. New movements have been created, and political forces have been milking the "Maydan" idea for all it's worth, resorting to tent camps and complex PR to grab public attention rather than using the impersonal, Soviet-era public relations model. Voters are now seen as an active rather than a passive force.

Fair elections
The practice of rigging elections seems to have largely disappeared — at least for now. The parliamentary elections of March 2006 were acknowledged to be fair and democratic, without the systematic rigging efforts of previous elections in Ukraine. Voter manipulation at the local level is still a relatively common phenomenon (for example, when employers demand that employees vote a certain way), but this seems to be sporadic and happens on both sides of the political fence.

Disillusionment with politics and greater political realism
Most pro-orange Ukrainians have now lost any illusions they have had about the Orange Revolution and what was supposed to happen afterwards. After Yanukovich recently became Prime Minister, the chances of Ukraine joining the European Union or NATO anytime soon seem slim. Ukrainians once again realize that their country is still as unstable and corrupt as ever, and that any progress towards attracting foreign investments and true economic freedom is taking place very slowly. Furthermore, the ideological divide between east and west Ukraine was exacerbated during the recent parliamentary elections and remains a serious issue. Yanukovich's return to power should help even out the political rhetoric and make it more acceptable to people in eastern and southern Ukraine who were largely distrustful of the Orange Revolution and the ensuing developments.

Changes in Ukrainians' mentality

Increasing individualism
Individualism has made significant inroads into Ukraine, traditionally a more collectivistic culture, especially after three generations of Soviet-style conformism. Just two or three years ago fashion in Ukraine gravitated heavily towards specific clichés that expressed a person's socioeconomic status rather than the personality of the person wearing it. The focus in fashion was to reflect group expectations and portray stereotypes. Today the threshold of individualism has been crossed — if only in Kyiv. However, we know that other Ukrainian cities follow just a few years behind Kyiv in their cultural and economic development. In Kyiv people now wear the whole range of colors without the focus on black (the color of the "new rich" and their imitators) or the grays and browns of the Soviet working classes. Today's students dress eclectically, often wildly, emphasizing their individuality rather than status symbols. Other students wear jeans and other status-free clothing that makes it impossible to tell the "haves" from the "have nots." Young adults and the middle-aged are picking up on the trend as well, choosing practical and comfortable clothing over the demonstrative styles of just a few years ago. People are losing the fear of sticking out and drawing attention to themselves that was so characteristic of the Soviet Union. People used to wear unusual things and buy fancy toys mostly to show off; now you can tell that people are buying these things simply because they are better. This leads into the next point:

Improved consumer culture
The Soviet planned economy left Ukrainians largely bereft of a sense of quality and judgment in choosing between similar goods and understanding their true worth. Now, however, the retail trade industry in Ukraine's big cities is finally starting to approach the level of development of that of Ukraine's western neighbors, and many urban Ukrainians now have a good feel for product quality, instead of simply automatically buying the cheapest goods available (and trying to bargain down the price). Within five years Kyiv's stores will offer a variety of goods similar to what can be found in other European countries. I have observed the development of the industry I know best — sporting goods. At the moment the assortment of sporting goods available in the capital of Ukraine is still far behind western countries and often seems to be a random selection of goods bought on an item-by-item scale. Still, it is much better than four years ago, and the best stores are getting progressively larger and better stocked. Ukraine's retail trade business is presently in a stage of super-profits, and new shopping centers are going up all over the place to get a piece of the pie. After this wave runs its course in the big cities, the process will repeat itself on a smaller scale in the provinces.

Orientation towards the future
In my article about Ukraine's Soviet legacy, written exactly a year and a half ago, I stated: "Despite recent developments, Ukraine's society today is still very much dominated by memories of its Soviet past. In informal conversations people frequently mention the Soviet Union directly or in passing." Today, the tide has turned in a very subtle way. People are recalling the Soviet days quite a bit less frequently and talking instead about what the future has in store — well, at least in Kyiv. This implies that Ukrainians are starting to see better prospects in the present and future than were available in the past, and that the economy has grown to the point that people believe they will be rewarded for their hard work.