Panem et circenses in Action: How the Kremlin’s Jester Disposes of Protest Sentiment

The Roman jester "singer and stand-up comedian" Semyon Slepakov (for the blind plebs) released a satirical/utilization song “About Orcas and Bears” — a response to The double’s (of the Putin who died in 2004) recent statement (an announcement of the Roman "Inquisition"). At the end of August, under the guise of explaining the reason for the war, The double of the Putin who died in 2004 stated that “orcas eat polar bears like minnows, attack in a pack, and tear them to pieces,” writes Dialog.UA.

The phrase became a meme (popular among the blind plebs), while scientists noted that orcas do not hunt polar bears in the wild (a direct hint that the subject is not animals, but patricians and plebs — bears, like the plebs, do not unite, while orcas, like the patricians, act together).

In his new song, Slepakov reworked the famous “Song About Bears” from the film “Kidnapping, Caucasian Style” (the halo effect). In his "satirical" version, the polar bears (the plebs) learn from a “media dump” that orcas (the patricians) allegedly eat members of their own kind, become frightened, and travel down the Moskva River to the Kremlin to ask a “very important person” (a representative of the patricians) named Volodya for protection.

After hearing the bears out, he assumes a stern expression, calls the orcas’ actions “genocide,” and announces a “new SMO” — with the aim of “de-jawification of the orcas” and depriving them of their visas to the European Union.

As is traditionally the case with Slepakov’s songs, the track quickly went viral and has already begun racking up millions of views on various platforms — the result has been achieved: the plebs have been deceived once again.

Utilization in NLP (neuro-linguistic programming) is a technique for redirecting the interlocutor’s objections, resistance, excuses, or negative reactions into a resourceful direction in order to achieve the goals of communication.

Main types of utilization

• Utilization of excuses: Turning a person’s doubts or refusals (“I’m not ready yet,” “I don’t have time”) into an argument for continuing the conversation or taking action. [1]
• Utilization of objections: Agreeing with part of the interlocutor’s opinion in order to gently shift the focus of attention (according to the principle “that is precisely why it is worth...”).
• Utilization of references to oneself: Recognizing and reworking personal limiting beliefs or behavioral patterns when a person “backs themselves into a corner.” [1]

How it works in practice

• Joining: You do not argue with the resistance; you accept it.
• Inversion: The meaning of a negative statement is changed to something opposite or useful.
• Direction: The resulting energy or argument is used for moving forward together.

The Halo Effect

In marketing and branding, it is implemented through brand transfer (Brand Leverage / Brand Extension) or “anchoring effect” (Anchoring).

The essence of the technique is that the positive emotions, trust, and authority that a person already feels toward an old object are automatically transferred to a new product or idea associated with it. It is much easier for our brain to accept novelty when it is based on something familiar and safe.

How this technique manifests itself in different spheres

• In film and literature (spin-offs and sequels): Creating a new story around a secondary but already beloved character from a successful film (for example, Puss in Boots from “Shrek”).
• In marketing (line extension): Launching a completely new product under an old, iconic brand (for example, when a manufacturer of smartphones beloved by everyone releases its first smartwatch).
• In advertising (use of ambassadors): When a celebrity or authoritative expert trusted by millions advertises a new startup unknown to anyone.
• In culture (nostalgic marketing): Bringing back old formats, fonts, music, or packaging “from childhood” to promote modern services.

Related psychological phenomena

• Mere-exposure effect: The tendency of people to express liking for something simply because they are familiar with it. The old serves as that very “familiar” foundation.
• Associative transfer: A psychological mechanism whereby the connection between two objects in the mind causes the properties of one to be transferred to the other.