Once Upon a Time in the Land of the Free
How the Don of Donbas Told Gringos What They Wanted to Hear and Dodged the Diaspora
I'd lie for you and that's the truth
Move mountains if you want me to
I'd walk across the fire for you
I'd walk on the wild for you
If you'd just believe in me...
Meat Loaf “I’d Lie For You And That’s The Truth”
He whose name conjures up reports of election fraud in Ukraine came to the land of the free neither sorry-assed nor empty-handed. He came cool, calm, and collected, with a smorgasbord of promises and reassurances — if only you could look into his eyes and see his soul and maybe reevaluate your preexisting beliefs.
He knows you like 'em Orange. But the tables have turned: The Orange plantation has all but perished due to a fungus culture of incompetence and special interests that thrived untrammeled there. So there he is, the old kid on the block, ready to do business with you.
Only by negating the ironclad association that ties him to foul play would he see that happen. It appears unlikely that the Don of Donbass took to the task unaided. Most probably, the task force of American spin doctors that helped him drug 32 percent of Ukrainian voters with BLT in the spring parliamentary campaign reported for duty again. Thus, a reputation laundering bid kicked into gear. Their positioning strategy against Yushchenko, in a nutshell:
- Personality Type — position client as a born-again, true Blue type of leader, easily contrasted with a maladaptive shrinking Orange
- Status in the Hierarchy — position client as the guy in charge, not in a coma; on centerstage, not on the edge
- Knowledgeability — position client as the guy who knows the whens, whys and hows, not the guy who can’t figure out how many ministers he has under direct command
- Management Style — position client as a doer — the doer — not a dreamer; a guy who makes things happen, not a guy who watches things happen or wonders what the hell happened
Once in Washington, that meant wearing a certain mask and weathering geopolitical spelling bees. Target behaviors and verbalizations included the following:
- aggressively picking up the rusty baton of democracy and political stability
- wholeheartedly lighting up the torch of ambitious energy projects
- generously reopening the floodgates of grain exports
- tirelessly patronizing American investment and free trade
Yanukovych did just that. And, with the notable exception of the ongoing wrangle over Tarasyuk, he picked no fights with Yushchenko. The Don of Donbas knew he had a lot to prove. In promoting his own agenda, he went by the book, skillfully feigning respect for Yushchenko’s authority and injecting a positive emphasis into every soundbite that fell from his lips. As much as he wanted to gloat over the removal of his rival from sacred cow status in Washington, Yanukovych fully realized the wind would still be blowing in his face. No one would swallow the bait unless he did his fishing in calm waters.
If he ever outperforms Yushchenko, most likely he will do so in the theater of voter deception. Hordes of comparison shoppers are already giving the Yanukovych campaign a stronger deception rating. Winter of 06/07 may well become a litmus test for the two political systems, pre-Politreforma and post-Politreforma. Once the family budgets of Ukrainians with the lowest income bracket get frostbitten by the snowballing costs of living, the PRU’s “Better living today” will stir a higher degree of emotion than NSNU’s “Don’t fail Maidan!”
Despite the risk of a Katrina-like crisis hovering over the dilapidated utilities sector of urban Ukraine, the Don of Donbas had no qualms about dumping megatons of promotional materials on Washington and New York. Naturally, in the land of the free, some friends of Russia might feel intrigued by those rosy reports, as many did during the Great Depression while reading Walter Duranty’s. But they would certainly explode with disgust once they learned how perfectly “Better living today” matches “Read my lips: no new taxes.” Of the two giant hoaxes, the Ukrainian one involves far greater social stakes, since most Ukrainians neither boast as long a lifespan nor as much of an income. That’s why the American one reads like a funny bumper sticker and ours like a funny toe tag.
So far, breakthroughs in the international arena have eluded Yanukovych. As of today, many observers consider Georgia and Russia on a faster track to NATO and the WTO, respectively. While shrugging off the former has become a sport for Yanukovych, missing the train on the latter could get him in hot water. Whoever gets to the WTO first will hold all the cards, and Regs, who hold the lion’s share of Ukrainian industry, would rather take a crash course in Ukrainian than let themselves be outrun by Russia.
A crowd pleaser only in his native region, the Don of Donbas entertained no illusions about charming the million-strong Ukrainian American community. Hardly a soul needed a primer on his persona. Before Premier Victor Yanukovych set foot on American soil, Askold Lozynsky, President of the World Congress of Ukrainians, called on Ukrainian Americans to boycott the visit. He defined Yanukovych as the Kremlin’s fifth column. Even so, some diaspora organizations pursued the Ukrainian Premier, seeking straight answers regarding his unflinching espousal of Russian as a second official language and his business-as-usual ignorance of the Holodomor and UPA. Faced with a potentially embarrassing situation, the head of the Ukrainian delegation chose not to make himself available.
Minimizing the bad publicity from the anathema turned out to be a task of extreme proportions for the Yanukovych posse. The Don of Donbas pounced on the Holocaust Memorial, as if trying to blow smoke in America’s eyes and thus obscure his Holodomor denial. One must admit that playing the Holocaust off against the Holodomor opens up a whole new chapter in public relations. Should we expect its canonization by the Russian Orthodox Church?
The U.S. media had more luck getting in touch with Ya. In interviews, he related to the Orange Revolution as Ukraine’s major achievement. Far from pronouncing it dead, he went on to point out that, insofar as the Orange leaders have left a lot undone, the Revolution continues to this day. Taken at face value, that virtuoso statement of his might give the impression that current penetration of Ukrainian society by freedom has been an orgasmic experience for Yanukovych, philosophically speaking.
In a classic make-your-enemy-your-ally maneuver, he spoke of the OR gracefully, noting that the country had been ripe for change. He blamed the system, forgetful of his own sins. He took pains to detach himself from the bad boy image. He objectivized the Orange Revolution with a devotion that could profile him as a double agent. One more soundbite — and presto the antagonist we always loathed transmogrifies himself into the protagonist we never knew.
Hopefully, denizens of the land of the free had the eyes to see. Using Yushchenko’s blunders and the blessings of the Politreforma as the propellant for graduating from caterpillar to butterfly, the Don of Donbas made an art out of messing with your minds.
