It takes a memorable event to draw people’s attention to a message. Putin creates such events, which are duly reported by news stations and foreign TV channels. Since global politics is becoming increasingly boring and leaders more dull than their predecessors, having a unique style is clearly a major competitive advantage.

       There are spin, media, PR, political and personal explanations for the actions of Vladimir Putin.

       I believe that the spin effect of these actions has been all but exhausted; they can no longer win new supporters. In the first place, you can't be fooled by the same trick twice, and although the president has flown various gadgets, excelled in many sports and met several representatives from the animal kingdom, all of this boils down to the same old trick -- a trick for which, moreover, the political situation is not right.

       Putin’s first public actions provoked a lively response, because they were taken against the background of Yeltsin’s infirmity, and they sent a political message. A presidential candidate diving down in a submarine or flying in a helicopter to Chechnya was a clear indication of readiness and an ability to “waste Russia’s enemies in the outhouse.” But the response to amphorae and Siberian white cranes was interpreted somewhat ironically, as overindulgence of a master who should better be getting down to business.

       However, Putin’s core voters, who account for at least 30% of the total, view this behavior as an element of stability and predictability. In addition, demonstrations of physical fitness have been used by many charismatic politicians before Putin, such as Mussolini and Mao, who were photographed swimming, or Chile’s brick-breaking dictator, Pinochet.

       The media aspect is also important. The increase in the number of news channels has not made information consumers more rational. On the contrary, the information overload and the ability to quickly switch from one channel to another are forming a “clip mentality”, that is, an inability to maintain concentration for extended periods. Therefore, it takes a memorable event to draw people’s attention to a message. Putin creates such events, which are duly reported by news stations and foreign TV channels. Since global politics is becoming increasingly boring and leaders more dull than their predecessors, having a unique style is clearly a major competitive advantage.

       As for PR, in some cases Putin clearly acts as a spin doctor, who can change the interpretation of an event or can offer his political adversaries a news hook that does not pose a serious threat to his core image. For example, the critical ballyhoo surrounding his flight with the white cranes lasted more than six weeks, completely overshadowing painful education and healthcare reforms, plans for a pension reform, and the growth of housing and utility fees.

       Politically, Putin shows to his opponents that he does not care for their opinion or criticism, and his ratings are so much higher than theirs that he can take questionable steps without risking damage to his popularity. Finally, a personal explanation was provided by the president himself in his recent NTV interview. He said that he likes nature and animals and can afford to spend time on this hobby.

       Read another opinion by Irina Hakamada , social activist and writer.

       Views expressed are of individual Members and Contributors, rather than the Club's, unless explicitly stated otherwise.