WHY UKRAINIANS WERE ASHAMED TO WEAR VYSHYVANKA? (Sharovarshchyna in USSR)
Автор: Eugenia from Ukraine
Загружено: 2025-08-25
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What is sharovarshchyna, and why does it matter? This video explores the origins and impact of sharovarshchyna (шароварщина) a term used to describe the oversimplified, kitschy portrayal of Ukrainian identity through pseudo-folk costumes, theatrical folklore, and outdated peasant-Cossack imagery.
Rooted in the word sharovary (traditional Cossack trousers), sharovarshchyna became a dominant cultural stereotype in the 20th century, shaping how Ukrainian heritage was presented in media, tourism, and Soviet propaganda.
Lard, vodka, dumplings, and, of course, red harem pants - this is what russian propaganda connects the average Ukrainian with. And it was with such stereotypes that she filled Ukrainian culture for decades in an effort to primitiveize it. In the scientific community, this phenomenon has a well-known name - sharovarshchyna
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