Profile: Vladimir Zelensky - actor, showman, presidential candidate of Ukraine

Showman without political experience in the leaders of the Ukrainian presidential struggle. His weapons are pop television, social networks and the "nationality."

Photo: People Servant / Facebook

March 31 in Ukraine will pass the first round of presidential elections. The race involved record 39 candidates, but five clear favorites. According to opinion polls, Vladimir Zelensky is in the lead, writes Tjournal. Having no political experience, he attracted the attention of the entire country, which wonders if the comedian can really lead Ukraine for the next five years.

Zelensky formed the image of a “national politician” who wants to radically change the country - in places like Alexei Navalny or Donald Trump. In campaigning, he relies not on classical resources, but on social networks, television and the experience of a showman, thereby attracting both young people and those who are tired of the establishment.

Despite the high ratings, the actor’s victory in the elections is not predetermined, and critics believe that the showman is manipulated by one of the country's most famous oligarchs. Nevertheless, it is clear now that such a confident emergence of pop stars in the political field is a unique story for Ukraine.

The face of TV, the Internet and the "people"

An ordinary Ukrainian history teacher, Vasily Goloborodko, tired of the outside world, bursts into the school room and embarks on a long obscene tirade. He was tired of the actions of the authorities, the lack of worthy candidates for the presidential elections, corruption and oligarchy. “I would have been sent there [for power] for one week, I would have arranged for them:“ Tuples are ***** (fuck), benefits are ***** (fuck), cottages are ***** (fuck ) so that a simple teacher would live like a president, and the president like a teacher, ”the man swears.

By chance this tirade is recorded on the phone by a schoolboy and posted on the Internet. The next day, Goloborodko wakes up as a star, at the request of his students, participates in presidential elections and, unexpectedly for the establishment, oligarchs and common people, wins. With this begins the series "The Servant of the People", which for four years tells the story of the "ideal president" performed by the main showman of the country, Vladimir Zelensky.

Entry "Servants of the people"

Two days before the elections in Ukraine, Zelensky’s nomination still seems unthinkable in the country. Having no experience in politics, he rapidly gained popularity and became the unanimous leader presidential race on all opinion polls. On 27 March, he is supported by approximately 26,6% of those who are determined and intend to vote, and the current president Petro Poroshenko and political veteran Yulia Tymoshenko share the second position - they have approximately 17% support.

“People are surprised to understand that he can win and show the middle finger of the political elite. This is so strange and so unbelievable that many simply cannot live with this thought, ”explains TJ Ukrainian journalist of the New Times Ivan Yakovina. He is sure that the fact that Zelensky was not related to politics earlier made him so popular. Ukrainians are simply tired of the promises and management of the current elite.

“I've been living in a nightmare lately. People, relatives and journalists ask me: “Well, are you going?” said the artist from the stage of a humorous concert in October 2018. Attractive, cheerful and moderately modest in public, he spent ten minutes either jokingly or seriously proving to the audience that he had no plans to run for president.

At some point, the next companions of the showman took the stage and “elected” him as chairman of the “Servant of the People” party, and then asked people in the hall to raise their hands for Zelensky’s nomination as president. The reflections of the showman, whose recording on YouTube was watched by 2,5 of a million people, ended with the phrase “we'll see,” after which he pointedly left the scene.

Less than two months after that Zelensky appeared before the performance of Petro Poroshenko in the New Year's address on one of Ukraine’s largest TV channels, 1 + 1. After welcoming the audience in Russian, he switched to Ukrainian and announced his nomination for the presidency. "Happy New Year. With the new servant of the people ", - the actor smiled.

A month later, the showman came out on top of election preferences in three polls. The desire to vote for Zelensky was expressed by 23% of respondents against Poroshenko’s 16% and Tymoshenko’s 15%. Since then, he has not missed the championship, while using, perhaps, the most non-standard methods of the election campaign in Ukraine.

“Before the elections, you always walk down the street and Tymoshenko, Poroshenka and Vilcula are hanging on you from all sides. Zelensky outdoor advertising minimum and there is a feeling that this is the right way. He did not clog up the urban space, but everyone talks about it, ”explains Anna Filimonova, editor-in-chief of the Mayak Ukrainian publication, to TJ.

The comic’s main competitors use administrative resources and classical methods for agitation, including rallies, debates and television press conferences. “It’s funny to see how old politicians try to engage Zelensky in a game they understand with fakes and rallies, but he seems to speak a completely different language,” continues Filimonova.

Zelensky did not participate in debates, gave only a few interviews and rarely commented on something to journalists. The showman does not need this, because he has his own channels of communication with the audience, in which he is easily guided by experience in the pop field. The closest, though conditional, alternatives of the candidate are Donald Trump, who turned his Twitter into an endless source of information leads, and Alexey Navalny, who built a network of popular projects of his Anti-Corruption Foundation on YouTube. These people are not looking for publicity through the media, as they have their own channels to communicate with the audience.

In instagrame (almost three million subscribers), Zelensky has posted video blogs from various cities since the beginning of the campaign, where he reports to the viewers on news and plans. Some videos made in a minimalist and simple style, gaining up to a million views.

On YouTube, Zelensky’s election team has three channels: the largest, ZePresident, 257 has thousands of subscribers. There are stored instructions on how to go to the polls, sketches where they scoff at attacks on a candidate, cuts to his interviews and other content with screaming titles in the spirit of “Why Zelensky will win,” “They will plant me in Russia” or “The cruel truth about Poroshenko”. The current president is devoted a lot of critical clips, where they hint at his "corruption" and "hypocrisy."

However, the comic’s audience is no longer looking at his arguments about politics or Poroshenko’s criticism, but of the lifestyle video blogs. One of the videos on the channel is devoted to a trip to the Odessa market "Privoz", where the showman went for gifts for children. First, he looked into the tent with toys, where he talked with the saleswoman, and then tried the bacon in the meat department, taking photos at the same time and talking with passersby who surrounded him.

But superficial discussions with passersby about the problems of Ukraine are not the main reason why the showman travels around the country. In the last week before the elections, he visited with concerts in Kremenchug, Kharkov, Severodonetsk and Zaporozhye. The shows are free, which the CEC could take for agitation, but Zelensky does not call for them to openly vote for him. Instead, the showman uses half hints and gestures.

In Dnieper, he called on people on election day to “raise their eyes and find the light”, which would lead them out of the impasse, then turned on the flashlight on the smartphone and raised it up. The crowd repeated after him. Then the comedian with his companions performed a reworked version of the hit of Russian artist Basta "Sansara", in which the message was read to come to the polls. Under the final composition, the children came out on stage and joined the performance. "Our future is behind them," said the smiling showman.

From the comedian to the Russian-Ukrainian businessman

Zelensky, who is now 41, was born in the industrial city of Krivoy Rog and studied as a lawyer, but he never worked by profession. Instead, the showman from the end of 1990-ies spoke in KVN and founded the team "95 Quarter", which was destined to become his main business project. In 2003, the artist fell out with Alexander Maslyakov and left KVN to develop the Quarter independently.

When he returned to Ukraine, he was offered the cooperation by the leadership of the national channel “1 + 1”. He became the platform by which the brainchild of the comedian, 95 Quarter, grew into a large company producing television programs and cinema. Not only Zelensky’s close associates on KVN went to work there, but also members of other teams.

Having won the pop scene of Ukraine, in 2009, the showman’s company entered the Russian film market with the romantic comedy “Love in the big city”, where Zelensky played one of the main roles. The film was soon followed by two sequels and third-party films, and the artist himself led a show on Russian TV with Maxim Galkin, Philip Kirkorov and Vera Brezhneva.

One of the most long-running projects of the showman was the Svaty sitcom about the adventures of two couples of spouses - ordinary villagers and urban intellectuals who bring up their grandchildren together. The project stretched for six seasons and repeatedly occupied the first lines of ratings on the Ukrainian and Russian channels.

According to Zelensky, he was repeatedly offered to sell the 95 Quarter, but he refused every time. The comic’s good reputation in Russia and Ukraine led to the fact that in different years he spoke to the presidents of Armenia, Georgia, Moldova, Kazakhstan, Ukraine and Russia, including Viktor Yanukovych, Dmitry Medvedev and Vladimir Putin.

By the end of 2013, the 95 Quarter had a branch in Russia for the production of movies and television series, and the company produced one or two full-length films a year. However, after the referendum in the Crimea and the confrontation between Russia and Ukraine, the Kvartal team, according to the founder, closed the business in the Russian Federation. This hit the company's turnover significantly: “In the series, we earned 150 – 200 thousands of dollars per hour of product. After the closure of business in Russia, there was a maximum of 30 thousand dollars, ”said the artist.

He openly supported Euromaidan, speaking to its participants, and also donated a million hryvnia (2,39 million rubles) to the Ukrainian army for operations in the east of the country. The aftermath of the activism came: first, the friends of the showman, Aleksey Chadov and Mikhail Galustyan, stopped communicating with him, and then the Investigative Committee of the Russian Federation began to verify information about the funding of Zelensky of the Ukrainian security forces.

In March, 2019, Zelensky said that he was not engaged in any business in Russia, where a money laundering case was being investigated against him (this has not been officially confirmed). So the candidate responded to the January investigation of Radio Liberty and the TV channel UA: First. Reporters found a connection to the 95 Quarter with three Russian film and television production companies, on whose accounts after Maidan millions of rubles were received annually.

The data of the authors of the investigation contradicted the words of Zelensky that he had closed his business in Russia. The deputy of the Verkhovna Rada and political advisor to the showman, Sergey Leshchenko, said that there was no impact on the candidate’s reputation, since the money transferred is royalties for copyrights. “Roughly speaking, the studio made films, these films were shown in Russia, and the copyright went to Zelensky,” said the deputy.

The closure of Russian business forced Zelensky to return to Ukraine creatively again. The result was the series “Servant of the People” 2015 of the year, in which he played a simple teacher, who accidentally became president. In the story, the main character fights with the oligarchs who secretly control the country, and defends the independence of Ukraine in foreign policy. The series is designed in a humorous style, and 80% of dialogues are in Russian.

In 2015, the first season of the series was watched by 20 million people, and behind Zelensky the comic image of the “people's president” became firmly established. In October, the second season of 2017 came out (both were broadcast on the channel “1 + 1), and in December of the same year,“ The Party of Resolute Changes ”changed its name to“ Servant of the People ”. Presumably, the creators gave it to the new leadership associated with the showman.

It is not clear whether the “Servant of the People” was conceived as a preparation for the Zelensky campaign, or whether it was a coincidence. The main business partner of the showman and the owner of the channel “1 + 1” oligarch Igor Kolomoisky suggested that the actor had planned everything in advance, preparing the ground for the election through the series. The head of the election headquarters of the “servants of the people,” Ivan Bakanov, said that the showman was preparing his program seven months before filing documents with the CEC. The actor himself claims that coincidences are random.

“Servant of the People” appeared before all political stories in our lives. This is a popular film and series that is loved by millions of people. I don't consider this to be propaganda. This is our dream. We showed what kind of country we see and dream about. It’s not for me to judge whether a dream can be propaganda,” Vladimir Zelensky.

Photo: Instagram / zeteam2019

The cessation of war, the “digital state” and the path to the European Union are Zelensky’s electoral views

"If they choose me, I will first be a man who is doused with mud, then they will learn to respect, and when I leave, everyone will cry," the possible presidency described Zelensky. He promised to stay only for one term - five years, and the main goal outlined the need "to bring renewed and fresh people into politics". The comic’s election program is presented only in the Ukrainian language and begins with a description of the “ideal Ukraine of the future” as understood by Zelensky.

• “Ukraine, where you can open a business in an hour, get an international passport in 15 minutes, and vote in elections in one second on the Internet”;
• “Where doctors and teachers get real wages, and corrupt officials get real deadlines”;
• “Where grandma gets a decent retirement, not a heart attack from a bill for a communal flat”;
• "Ukraine, of which we will be proud and appreciate, and the rest - to know and respect."

On the basis of the document, the main tasks of Zelensky-the president are to stop the hostilities in the Donbas, develop relations with the EU and strive for the development of democracy through referendums. The text contains vague wording such as “Quality Education”, “Road Construction” and “Good Pensions”, but there are no points on how these tasks will be carried out.

Photo: Instagram / zeteam2019

What views does Zelensky follow?

The war in the Donbass need to stop. The Minsk Agreements do not work, it is necessary to build negotiations between Ukraine and Russia with the involvement of the United States and Great Britain. It is possible to create a line of demarcation, on which peacekeepers will gradually enter - first into the villages, and then into Lugansk and Donetsk;

We lost the information war for the occupied regions (meaning the current territory of the DNR and the LC), this needs to be corrected. It is necessary to create a Russian-language channel of the European level of quality for broadcasting to these regions in order to tell the inhabitants of the occupied people about real life in Ukraine. We must constantly push the thought: “You are Ukrainians, you are there, but this is temporary, you are ours”;

• The main internal enemy of Ukraine is corruption. It is necessary to equate it to grave crimes for five years, depriving the suspects under such articles of the opportunity to pay bail. The one who exposed the corruption scheme receives a percentage of the funds confiscated. It is necessary to create an anti-corruption court, which the president cannot influence;
• Crimea is Ukrainian. This is our land, there will be no compromise on this issue. But it is not clear how to return it. This is real only after the change of power in Russia. If we change the power in our country, then by our example we will show [the Russians] that new [people] have come, then this is also possible [in Russia];
• Do not push the Russian language. Ukrainian is beautiful, the next generations will calmly speak it;
• The people of Ukraine have chosen the path to Europe, I support it. We will continue to move to the European Union and NATO. But before entering, there should be a referendum somewhere;
• The ban on entry into Ukraine for Russian artists is unfair;
• Legal inviolability must be removed from the president, deputies and judges (status that can protect against civil and criminal prosecution - note TJ);
• We must remove the official from contacts with people as much as possible when it comes to licenses and permits. A computer, unlike a person, does not take bribes. Most processes should be online. The state should be placed in the smartphone.

In the Russian media close to the authorities, rather, they are reserved with the Zelensky candidate. On the “60 Minutes” program, he was told about him as a person who “squeezed” Poroshenko on all ratings in a short time, and only joked about the willingness of the comic to “kneel before Putin”. The phrase the actor said in the 2014 year, explaining that he is able to make such a gesture that "Ukraine does not get up on its knees."

The publication “Vzglyad” described the showman as “a charming and sensible person,” followed by the pro-Western youth of Ukraine. The author also pointed out that the high rating of Zelensky is not pleasing to Poroshenko, whose “propagandists” made the comedian “enemy number one”.

Russian politicians are also not in a hurry to criticize a famous actor in Russia. However, in his column for Carnegie, journalist Konstantin Skorkin wrote that Zelensky was more of a hindrance for Moscow, since he was working "on the field" of another presidential candidate Yuriy Boyko. According to political analysts, Viktor Medvedchuk, a pro-Russian politician, his daughter’s godfather Vladimir Putin, is behind the nomination of the latter.

Zelensky puts in a difficult position and Moscow. His activity on the field, already reserved for Yuriy Boyko (behind which stands Medvedchuk), destroys the entire coherent picture of Russian propaganda - “the Russian-speaking southeast against the anti-Russian junta”. At the same time, Zelensky, who has a higher rating, is promoting a pacifist agenda that is objectively beneficial for Russia.

“Zelensky’s success in the southeast testifies to the bankruptcy of the Medvedchukovites, the inability of the former regionals to create a viable alternative to the Kyiv government,” Konstantin Skorkin, journalist, social commentator.

Photo: Instagram / zelenskiy_official

Populism, connection with the oligarch and lack of political experience - for which Zelensky is criticized

The criticism against Zelensky can be reduced to three main points - he is a populist, he has no experience in politics, and the oligarch Igor Kolomoisky is behind his nomination.

“Zelensky can broadcast the most vague messages“ for all good and against all bad. ” Liberals put liberal ideas into it, leftists - left ideas, disappointed patriots - their ideas. He promised to form his program on the basis of the wishes that people sent him on social networks, ”says Mayak editor-in-chief Anna Filimonova to TJ.

Ivan Yakovina from “New time”, on the contrary, considers the program quite specific. “I like the proposal to introduce the jury and arbitration courts. We like his idea of ​​introducing a market for agricultural land, we don’t have this market, it’s forbidden to buy and sell land, ”explains the journalist.

The head of the Kennan Institute’s Ukrainian research program, Mikhail Minakov, in a column for Carnegie described the Zelensky program as “vague and naive”, pointing to the inability of his team to carry out “political communication”. Filimonova agrees with this: “Even if you are very positive, when you start watching his interview, you want to grab hold of your head. So far, he can not speak either clearly or blurry. ”

The lack of understanding of the work of the administrative apparatus, the study of which Zelensky may take the first years of presidency, the showman tries to compensate for the experienced environment. 19 in March, he announced that his election team included the former Minister of Finance of Ukraine Alexander Danilyuk, the former Minister of Economic Development and Trade Aivaras Abromavicius, the People's Deputy Sergey Leshchenko and the co-owner of New Post Vyacheslav Klimov.

The theme of relations with Kolomoisky emerges in almost every publication on Zelensky. The showman has been working with the 1 + 1 channel since 2003, the oligarch bought it from the previous owners in 2009. Exclusive shows of 1 Quarter appear on 1 + 95, and it was on this channel that the comedian announced his presidential nomination, which could hardly have happened without Kolomoisky’s permission.

Business partners share at least one political position - Poroshenko’s disapproval. The oligarch, who has been in conflict with the president since 2015, said he was willing to sponsor both Zelensky and Tymoshenko - if this leads to the defeat of the current head of state. The comedian is more restrained in expressions, but on his election YouTube channels there are a lot of clips criticizing Poroshenko for "toothless" government of the country and allegedly "generalized" corruption and hypocrisy.

“I’m more of his puppet than he is mine,” answered Kolomoisky to suspicions that he controls Zelensky as a politician. “I am an absolutely independent person. That person who will control me has not yet been born, ”the comedian added. But it hardly persuaded supporters of the version that Kolomoisky sponsors the comic's election campaign and manipulates them.

Against the background of the presidential race, Dmitry Gordon, one of the most famous Ukrainian journalists, interviewed Zelensky and Kolomoisky, raising the topic of their political connection. After the conversation, Gordon unequivocally stated that he considers the showman to be an independent “political figure”.

“Zelensky is a rich man who built a successful company from scratch, earning legal money. When he announces whether he will go to the polls, there will be a queue of people willing to support him financially, ”said Gordon.

Photo: Instagram / zelenskiy_official

According to Zelensky, his election campaign costs about 2,5 million dollars (162 million rubles). The source of this amount, he called personal savings, money of friends, companions and founders of the "Quarter 95", but did not specify the names. Kolomoisky assured that his funds are not in the campaign budget. In January 2019, the candidate registered income for 2017 a year - he made 7,3 million hryvnia (approximately 16 million rubles). This is business revenue, interest on deposits, property rent and fees.

The gap in the polls, campaigning through the "Servant of the People" and the skepticism of political scientists - how Zelensky is approaching elections
The President of Ukraine is elected for five years, and to win the election, you need to collect more than 50% of the vote. If no candidate received the necessary support in the first round, the second round takes place in three weeks - two candidates participate in it, with the most votes.

According to opinion polls, no candidate picks up 50%, so the name of the new president will probably not be known on 1, but on April 21. Meanwhile, the leaders of the race are strengthening their positions - Tymoshenko and Poroshenko drive around the country with rallies, and Zelensky gives free concerts with the 95 Quarter, without defiantly calling for vote for himself.

However, musical events for thousands of people are not the only place where Ukrainians can stumble upon Zelensky in the image of a politician. 27 March on the channel "1 + 1" began the third season of the series "Servant of the People", consisting only of three episodes - the last one will be released on March 29, before the "day of silence".

30 March, on the day of silence, on the channel of Kolomoisky "1 + 1" will show four hours of broadcasts from Zelensky, as well as a documentary about the American actor Ronald Reagan. He was voiced by Zelensky.

In the third season of the “Servant of the People”, the hero loses the presidency due to fraud and goes to prison. His place is taken by corrupt Dmitry Surikov, lobbying the interests of his dairy plant. Deputy Zhanna Borisenko comes up against him, but, as follows from the history, she also strives to usurp power. The confrontation leads to chaos and destabilization of the country. As writes the publication “Strana.UA”, these heroes are a parody of Poroshenko and Tymoshenko.

“People are so tired of the promises and management of the political elite that they are ready to believe any person who declares himself not part of this elite. In part, the origin of this popularity coincides with the origin of Donald Trump's popularity, ”says Ivan Yakovina, commenting on Zelensky’s unconditional leadership in opinion polls.

If you believe the data of the sociological group "Rating", the authorities really did not manage to regain their credibility. Specialists conducted a survey across the country (except for the territory of the DPR, the LPR and the Crimea) from 13 to 27 in December of 2018 of the year, interviewing 2400 residents. It follows from the results that 80% of the population do not trust the Verkhovna Rada, 74% doubt the integrity of the government, and 70% do not trust the president. At the same time 85% said they would go to the March elections.

“[Zelensky] is also Ksenia Sobchak of the Ukrainian elections. Many perceive it as a “against all” column, at least initially. His appearance in the race coincided with the general fatigue of old faces and this gave an unexpectedly stormy result, ”says TJ Filimonova.

Prospects to win at Zelensky convincing. 27 March "Rating" reported that showman ahead of Poroshenko and Tymoshenko with 26% of potential voters against 17%. 28 in March, the Social Research Center Socis said that 24% of voters are ready to vote for a novice in politics, 14% for Poroshenko, and less than 10% for Tymoshenko.

However, the main question is whether Zelensky will be able to mobilize these percentages in real voters. The main part of its audience is young people up to 35 years, but there is still no consensus among polytechnologists and journalists on whether young people want to go to the polls on Sunday and not on their own business.

“Ukraine is a very unpredictable country. If you take the experience of previous years, then young people are the worst bet for a politician, but, quite possibly, in these elections everything will change, ”says Filimonova TJ. Political analyst Volodymyr Fesenko shared a similar position in a conversation with the BBC: “Zelensky is an acceptable candidate for different voters who dislike the old politicians: for moderate“ vatnikov ”and moderate patriots. But such an electorate is extremely difficult to keep. ”

Ivan Yakovina is more optimistic about the prospects of Zelensky, believing that this time the youth will show themselves at the polls.

In Kiev, a huge number of young people live without registration, they came from the regions. To vote, they need to go to their home, but they are reluctant. This time you can get help from the place of training or work and registrate to vote in the region. This opportunity was before, but it was less used.

“Now the administrations that deal with registration have queues for two to three hours. Almost all the people in the queues are young, and it is young people who make up the backbone of Zelensky’s potential electorate. And if these people waited two or three hours to register, then it is unlikely that they will not come to the polls later,” Ivan Yakovina, journalist of the Ukrainian publication “Novoe Vremya.”

However, polytechnologists mostly doubt Zelensky’s prospects. March 18 Head of the Kennan Institute’s Ukrainian research program, Mikhail Minakov surveyed 12 political consultants who hold high positions in the election headquarters of candidates above 5%. Ten of them called Petro Poroshenko the most likely winner of the campaign. Next comes Yulia Tymoshenko, and only then Zelensky.

Petro Poroshenko. Photo: Depositphotos

“Somewhere inside there is a certainty that Poroshenko will win anyway. Here is the most interesting story, how the electorate of the rest of the candidates between Poroshenko and Zelensky will be divided in the second round. Where will Tymoshenko's voters go? I would not be so sure that to Zelensky, ”says Filimonova.

Even if Zelensky loses, he can try to get into the parliament from his party “The Servant of the People” in the October 2019 elections. Yakovina believes that this issue is already resolved, since the showman's party is popular, and its candidates have significant chances to go to the Verkhovna Rada.

As Zelensky repeatedly said, he is pleased to know that he is respected. The same principle he wants to pass on to himself-the president, hoping that in the future, when he leaves the post, the Ukrainians will remember him with gratitude. And in Krivoy Rog in his honor renamed the street where he was born. The question is whether the realities of Ukrainian politics will allow Zelensky to preserve the image of a cheerful "public servant" for more than four months of the presidential race.

“It all depends on how mentally prepared Zelensky himself is for fights without rules called “Ukrainian politics.” He’s used to being the public’s favorite, but you can’t remain that way if you’re a Ukrainian politician. We organically cannot digest any kind of power. 10 minutes after he hypothetically wins the presidential election or enters parliament, he will be hated by people. Does he have enough nerves for this? To be honest, I don’t like making predictions,” says Anna Filimonova.

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