Western media is fond of lampooning the leader of Chechnya's Instagram account. Ramzan Kadyrov’s earnest self-promotion as he holds a kitten, works out, or throws autumn leaves with childlike abandon is easy to belittle. By making token references to Kadyrov’s oppressive policies and human rights abuses journalists can easily avoid looking insensitive or opportunistic. Making a spectacle of the contrast between Kadyrov’s brutish reputation and his playful posts is now an accepted formula for clickbait. However, it might be more fruitful – and more honest – to see how the two phenomena reinforce each other.
While Kadyrov’s stated purpose for maintaining his Instagram account is to monitor public opinion, he actually intends to improve his image to project cultural influence beyond Chechnya. Through Instagram, Kadyrov portrays his desired image of the Chechen nation – one in which his continued leadership is necessary for the nation’s survival.
An authorised Chechen identity
Chechen identity is popularly understood as opposed to Russia. The truth is more complex: Chechen clan identities, Islam, and different relationships to Russian power all contribute to diverse discourses on the Chechen nation.
