Roots and Routes by Anna banana

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contents

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This final written research proposal is on the topic of Russian culture in San Francisco and the communication, or lack there of, in the current community. This study is a compilation of research and development on improving said communication and outreach within the community, located on Geary Boulevard in the Richmond District of San Francisco. Though the study focuses on the entirety of San Francisco, commonly associated landmarks include the Park Presidio intersection and the Russian Orthodox Church on 25th ave and Geary. This study addresses the issues and shortcomings of lacking in cultural communications within the Richmond and the whole of San Francisco, and with the proper research, a new system of improving this, will be developed.

abstract

descriptors RUSSIAN CULTURE san franci sco richmo nd distri ct Commu nicatio n signag e

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intrOduCtiOn 09 a C k n O wl e d g e me n t s 1 1 p r O b l e m s tat e me n t

p u r p O s e s tat e me n t

si g n i f i C a n C e O f t h e s t u d y

a s s u mp t i O n s

d e f i n i t i O n O f t e r ms

par am e t e r s O f t h e p r O b l e m

par ame t e r s O f t h e d e s i g n

hypOthesis

researCh prOCedure

C h a p t e r s u mma ry

глава первая

chapter1

La rge st com m u ni ti es o f r u ssi ans i n u s a , c . 2 0 0 2

интродукция

introduction This study was proposed as a look into the expansion of an existing neighborhood that was hidden, even often literally, under the fog blanket of San Francisco. Niche cultural sub cultures have grown in numbers throughout San Francisco and other major cities over the last few decades. The research expanded in both historical and sociological ways, and took a look at how the Outer Richmond, a vibrant neighbourhood with a high concentration of Russian immigrant residents can be revived again, so locals can revisit it with intent and pride as a Russian focal point in the city.

The current population of Russians in the United States was over 13 million. Many are not Russian speakers, but a study in 2007 concluded that 852 thousand in the US speak Russian at home. According to the Russian Studies at Harvard University, 750 thousand of them were ethnic Russians as recently as 1990. New York has been housing the most Russians per state, followed by California and Oregon.

The outcome was clear: Russians in America have made significant contribution to society, and continue to grow and become assimilated to the melting pot San Francisco specifically, has encouraged Russians on the front of technology and many have made nearby Silicon Valley their home in the 1990s and 2000s.

Early almanacs and journals were sure to note San Francisco’s uniqueness of neighborhoods, including Italian, German, Japanese, and Mexican, many of which have survived for a century or more. But the geographical patterns and locations of certain communities was little studied beyond social and religious institutions that are cited throughout the city. The Russians, are hardly studied socially or geographically in San Francisco: and this was the ultimate purpose for the researcher’s study.

интродукция

acknowledgements The researcher would like to sincerely thank the Russian-speaking community members (whose confidentiality they maintain), who generously gave their time to participate in the interviews and surveys handed out by the researcher. The researcher would also like to extend her appreciation towards the San Francisco State University staff and colleagues for kindly sharing with the researcher their time and expertise, from both the Creative Arts Design and Industry department, and the Language Department. The researcher would also like to acknowledge the local Richmond District residents, both Russian and non otherwise, for spending their time depicting their experiences in their local surroundings.

In addition, the researcher would kindly like to thank the generosity of the Fort Ross Conservancy for their time and expertise, as well as the Russian Center of San Francisco.

Krista Hanson, Professor of Russian, CCSF and SFSU. Svetlana Kristal, JCCSF Sarah Sweedler, Fort Ross Conservancy Hank Birnhaum, Fort Ross Conservancy Lada Kocherovsky, Page & Turnbull Architects Nancy Noble, Design and Industry, SFSU

Thank You!

цель

purpose statement The p urp os e of thi s stu d y was to c lassi fy k ey e l e me n t s of Rus s ia n culture an d pr o vi d e th e com m un i ty a

co mp re he ns ive visu al g u i d e to the c u ltur e’ s bo u n t y.

важность

significance of study Cultural preservation was an asset to any thriving city. Distinct personality in neighborhoods encourages city pride, and attracts tourism from all over the world. Russian San Francisco should be as familiar as the majestic pagodas at Chinatown on Clay Street; for the Russians have been here for as long if not longer than the Chinese. The solution to this now-bleak stretch of Geary Boulevard will provide both residents and tourists an opportunity to seek San Francisco’s Russian character with curiosity; as well as encourage true Russians to share their traditions with the neighborhood. Broadly speaking, this visual guide will help facilitate the beginning of a cultural revolution: it could mean a revival of long adored Russian traditions such as ballet, fine arts, thriving active food industry, and

much more.

предположения

assumptions

It can be assumed that: Russians one of many small communities in San Francisco that are underrepresented: take even the Irish, a thriving community once in the Mission, completely disappeared aside from an occasional Irish Pub as its most visible contribution to the city. Similarly, Russians have been misrepresented ewven in recent history and are frequently overlooked as a community, leaving icons of Soviet era, cold war and vodka as its most visible contributions.

definition of terms словарь

Tsarist autocracy

Matryoshka (ma-TROH-shka) (матрешка)

form of autocracy specific to the Grand Duchy of Muscovy,

also known as Russian nesting/nested doll, refers to a set of

later refered to as the Russian Empire, all power and wealth is

wooden dolls of decreasing size placed one inside the other.

controlled and distributed by the tsar. They have more power

They are sometimes incorrectly referred to as “babushka dolls”.

than constitutional monarchs, who are usually restricted by

Matryoshkas are also used metaphorically, as a design paradigm,

law and counterbalanced by a legislative authority.

known as the “matryoshka principle” or “nested doll principle”. It denotes a recognizable relationship of “object-within-similar-

Molokans (Молокане)

object” that appears in the design of many other natural and

are sectarian Christians who evolved from “Spiritual Christian”

man-made objects.

Russian peasants that refused to obey the Russian Orthodox Church.

Pogroms

погромы

an organized massacre of a particular ethnic group, in par-

Zakuski (zah-KOO-skee) (закуски)

ticular that of Jews in Russia or eastern Europe.

Russian term for hors d’oeuvres, snacks, appetizers, served before meals. Usually presented buffet style, it often consists of

Shtundists

cured meats and fishes, various pickled vegetables such as beets,

One of a large sect of Russian dissenters founded, about

cucumbers, and garlic, mixed salads, caviar, and breads.

1860, in the village of Osnova, near Odessa, by a peasant, Onishchenko, who had apparently been influenced by a German sect settled near there. They zealously practice Bible reading and reject priestly dominion and all external rites of worship.

geary blvd, 1877

Параметры конструкции

parameters of the problem Majority of San Franciscan Russians reside within the boundaries of the Richmond District, and that was where the researcher decided to limit the study. However, for a better perspective, the researcher kept the surveying broad enough to get a better understanding of peoples’ general knowledge of Russian culture. As far as the area with the most desired impact, the proposed stretch of city block included between Park Presidio and 25th ave along Geary Boulevard.

Getting people and businesses to consider and commune together for this collective project would also have been another setback to the problem in its hypothetical future: the proposition was a ‘cultural revolution’ after all, which involves changing perspectives, mindsets and stereotypes of an entire community over an unforeseen period of time.

Thanks to the abundant statistics provided by San Francisco locals, even to this day the Cold War stereotypes that we are so familiar with are still commonplace within the American mindset. Changing, or expanding

perceptions of a culture includes collective participation from within and outside of the Russian community.

Параметры конструкции

parameters of the design Because the solution to the problem was one in need of great visibility in the neighborhood (for example visuals, large impact posters or signage). Some other possibilities included banners on light posts, walls, newspapers, and even on the 38-Geary Line buses that run down Geary Boulevard. A pamphlet or application for mobile devices in more detail was another possibility.

гипотеза

Параметры конструкции

research procedure

The researcher began by thoroughly studying the presence of Russians in California history, dating back to 1812’s Fort Ross Settlement and trade with the Spanish, pre-Gold Rush era. The researcher then narrowed down research to San Franciscan settlements. It was then that the researcher visited the original site, and was immersed in culture, surroundings and people. Photos, notes and interviews were made and conducted. The researcher was aware of and went to relevant events in the city regarding the Russian community. For a broader perspective, the researcher also interviewed non-Russians to better understand the perception of the Russian community from the outsider’s eyes. The researcher went to the Russian Center of San Francisco to cover all bases and acquaint himself with the prominent figures there. Also they went to speak to Russian professors and other educators on the topic. This should have concluded with a well-rounded education on

the topic and a prototype to have the community better embrace its Russianness.

содержание

summary

San Francisco’s Russian community has existed in the Richmond District since the early 20th century, however, its significance was virtually unknown to the neighborhood residents. The purpose of this study was to classify key elements of Russian culture and provide the community a comprehensive visual guide to the culture’s bounty. This chapter has introduced the topic, outlined the problem and purpose statement, explained why this problem was of importance, pointed out the assumptions made prior to research, defined the terms that will serve as an aide to the reader, explained the parameters of the problem and the design itself, and outlined the research procedure that took place. The following chapter will begin to explore in depth all of the communications, studies, surveys, interviews and academic research to do with the study.

i ntr O d u C t i O n t O l i t e r at u r e

h i s t O ry

pa r a l l e l s t u d i e s

COn t e mp O r a ry h i s t O ry

e x i s t i n g me d i a

g e n t r i f i C at i O n

russian psyChe

r at i O n a l e

s u rv e y s

i n t e rv i e ws

pa n e l O f e x p e rt s

ti me l i n e & p e rt C h a rt

s u mma ry

глава вторая

chapter 2

интродукция

introduction There was so much known historical data on the arrival of the Russians to the California Coast, with its humble beginnings at Alaskan coasts all the way down to where the current Fort Ross stands. Its history has been preserved as an essential part of California history, and was showcased at the source to this day. The more subjective and harder to track information was scattered or hardly tracked across immigration patterns and especially during the time of California’s Gold Rush: as not many individuals were documented as they arrived to dig up their pot of gold.

This section will refer to past studies and deep analysis of Russian roots in California, as well as studies conducted by the researcher during the course of the semester. Interviews were conducted with individuals who had background in Russian history, social / cultural trends in the bay area, and other related fields. Interviews and surveys were also conducted by the researcher, with individuals living in San Francisco. Also included was the background information on exact locations within San Francisco that are relevant to the

study, from dining establishments, churches, to civic and community centers.

история

history San Francisco’s cultural landscape was famous for showing an increasing variety, continually morphing and moving as different waves of immigrants make it their home. There was not one continuous string of Russian immigrants with the same historical circumstances to make it a linear subculture: there are the Tsarist settlements of Fort Ross; the Molokans; the emigres of the 1917 Revolution; Refugees of WWII; Immigrants from South America; and finally the Soviet Jewish immigration of the 1980s and 90s. Each of these subgroups came together to San Francisco with the only commonality of language. Cultural patterns such as this of Spanish speaking cultures are comparable: take a look at the ever expanding Mexican populations coming in to California, melting into the pot with Puerto Ricans, Dominicans and other Spanish speaking people: customs are different, but the traits that bring them together was and was religion and language.

Contemporary Russian religious, social and business institutions reflect this amalgamation of immigration across the decades, and analysis of their unique histories reveals distinct cultural patterns of each organizations origins and its duration of existence in the city.

There was a never ending list of appeals to making San Francisco one’s home: from the geographical site, the temperate weather, to the discovery of Gold in the Sierra Nevada; to the convenient port within which to seek refuge from the world’s political dramas.

“From as early as 1852 San Francisco’s populations included a multitude of foreign races, French, German, English,Scotch and Irish Immigrants, … Besides these were numerous specimens of other European nations -- Spaniards, Portuguese, Italians, Swiss, Greeks, Hungarians, Poles, Russians, PRussians, Dutch, Swedes, Danes and Turks.. even Chinese and Mexicans. All these peoples, differing in language blood and religion, in color and in physical marks, in dress and personal manners, mental habits, hopes, joys, fears and pursuits, and in a multitude of nice particulars, stamped upon San Francisco a peculiarly striking character”(Trapp, 1995).

Alaska was once controlled by the Russian Empire - the most southern most point was Fort Ross, the post of the Russian American Company established by Ivan Kuskov, 50 miles north of San Francisco. The Spanish had claimed California but could not removed the well armed Russians, who had helped the Spanish in aid during great storms. In the end the colony was not profitable, due to high transportation costs and declining domesticated animal population. It was bought by the US in 1867, and many Russians went back to the motherland. Some stayed in California, being some of the first miners and merchants during the gold rush.

In the late 19th century there was the first massive wave of immigration into the US. Between 1820 and 1870 only 7550 Russians emigrated to the USA, but with 1881, immigration exceeded 10 thousand per year: 593 thousand up to 1900; 1.6 million up to 1910; 868 thousand up to 1914 and 43 thousand in 1915. The most prominent Russian groups that immigrated were seeking freedom from religious persecution: the Russian Jews, escaping the 1880â&#x20AC;&#x2122;s pogroms by Alexander the III, having moved to New York and other coastal cities. The Molokans, treated as heretics at home, settled in Los Angeles and San Francisco areas. The Shtundists moved to Virginias and Dakotas. Finally in 1910, the Old Believers, prosecuted as schismatics, arrived and settled into California, Oregon, and Pennsylvania.

2. 5 m 2 m 1. 5 m 10 0 0 k 50 0 k 0 1810

1840

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russian population growth in USA, 1810-1900

Русские поселения, 1841

russian settlements, california 1841 FORT ROSS Vasily Rancho

Kostromitimov Rancho

Chernych Ranch

Port Rumyanstev

Khlebnikov Rancho

A large wave of Russians came in during 1917- 1922; due to October Revolution and Russian Civil War - they are collectively known as the White Emigres, who unlike the first wave were not Jewish. France was also a popular destination for them. Afterall, this was post destructive era of the first world war, the ones to emigrate were eager to leave socialistic ideals and away to invest in their businesses and property. They were mostly of the higher classes of the Russian Empire, and ultimately contributed greatly to American science and culture in later years.

The next wave came in two parts, from early 1970s to early 90s. The wave consisted mostly of Russian Jews, as a part of the larger exodus of Soviet Jews in the USSR. The first half wave came from the agreement between USSR and USA in the run up of the Olympic Games in Moscow of 1980. This allowed Jewish Russians to apply to leave their historical home, i.e. Israel. Most of the immigrants were Jewish and ethnic Russians, or those married to Jews, or posing as Jews. They were mostly Jewish refuseniks who left after the US tied emigration policy to Soviet Most Favored Nation status.

By the late 1970s, many Russian social locations existed in San Francisco. The ones marked with an asterisk

VAN NESS

AV E

still exist today. All but the consulate are in different locations.

v RUSSIAN BUSINESSES: 1868 - 1880 RUSSIAN RESIDENCES: 1868 - 1880 RUSSIAN JEW ISH RESIDENCES: 1868 - 1880

By the late 1970s, many Russian social locations existed in San Francisco. The ones marked with an asterisk

still exist today. All but the consulate are in different locations.

Fourth wave came in the 1990s, steady and but not nearly as numerous exodus mainly driven by the downfall of the USSR: people left the country looking for new life opportunities and money making options. In this decade, Russia has seen an increase in ‘brain-drain’, of many intellectuals leaving their country to find their life elsewhere.

There are many differences in the waves of Russian speakers who live in the San Francisco Bay Area. There are subgroups based on the country of origin, religious practice, immigration status, age and socio-economic status. Most Russian-speakers are well-educated and well-trained. However, due to language limitations or lack of current technology skills many are unable to get work or earn a substantial wage for the high cost of living in San Francisco.

Russian-speakers know how to “find their way” in the culture and have a desire to work and become successful in the new environment. They are resourceful, resilient and developed skills in their homeland for getting around obstacles. They have a strong sense of family and a very good work ethic. Youth tend to acculturate faster into the community than the older generations. Many don’t want to speak Russian and this causes a communication problem with elderly family members who may only speak Russian. In addition, some Russian service providers perceive that Russian-speaking youth have a much higher smoking prevalence rate than American teenagers. If this is true, tobacco-related diseases will continue to affect this community at higher rates than the general population.

Because Russian-speakers are often aggregated under the category of “white”, often with no differentiation by language or country of origin, it is often complicated to examine county or other public data. Data sources about immigrants do not usually differentiate between refugees and other immigrants, and there is limited census data from the 2000 census. Other sources of information, such as schools,

параллельные исследования

parallel studies

Cultural landscapes provide a sense of place and identity; they map our relationship with the land over time; and they are part of our national heritage and each of our lives. They are sites associated with events, activities, people or group of people. They can range in size, from acres to historical landmarks. They can be estates, farmlands, public gardens, college campuses, industrial sites, or parks. They can be works of art, narratives of cultures, or expressions of regional identity.

Some such landmarks for a distinctly Russian San Francisco exist, but not as vividly recognized or advertised in contemporary society, perhaps the way that San Francisco’s Chinatown does: fancy decorated pagodas, an industry of shops just for Chinese speakers; festive Chinese New Year parades with thousands of visitors, and the common recognition of Chinese delicacies city-wide. These are the signs of a present, long lived and accepted part of San Francisco’s identity.

Chinatown in San Francisco had attracted Chinese from mainly the Guandong Province, who had jobs to build the Central Pacific Railroad. It wasn’t long before they established their own town within the city. At the end of the 19th century, racial tensions grew as the US Government passed the Chinese Exclusion Act, greatly reducing numbers allowed into the country. In addition, much of Chinatown fell apart in the 1906 earthquake. In the 1920s, buildings were revived with pagoda like roofs and lamp posts, as well as with dragon motifs. After WWII, the racial law was retracted and Chinatown picked up its pace and grew in the 1950s. This was when the area began to attract tourists of all types, not just the Chinese. Chinatown to this day attracts more visitors than the Golden Gate Bridge.

Most of the shops are located around Grant Street, the central access of Chinatown’s tourist area. Another attraction into chinatown are the temples in the area. Most are situated at the upper level of row houses,

so they are closer to heaven. In Waverly Place, known as the street with painted balconies, include three

temples, like the famous Tin How Temple. The temple was founded in 1852 and was the oldest in the USA. It was now housed in the building erected in 1911.

Although Russians have brought to the US their unique flavor and Eastern European traditions, one can conclude that the contrast in culture and fascination with eastern / oriental traditions was much more felt with Chinatown. Russia does sit between Europe and Asia but overall the people living here exhibit greater western habits than eastern - thus the adaptation to modern American life was much easier, but much less of a fascination to locals.

Today in contemporary urban life, chinatown was both a historical focal point as well as an active industrious center, where tourists gather to observe the architecture, get inexpensive eats, and buy souvenirs on the cheap. There was so much to do within very few streets, packed with a great amount of people. The average American, particularly within California, has common knowledge of Chinese cuisine, from greasy-bucket style to gourmet Dim Sum. Cultural icons such as ceramic decorative figurines, cats, buddhas, jade bracelets, beads, music boxes and more are everywhere. The Chinese New Year festival gets thousands of visitors annually.

So why isn’t Russian San Francisco “getting the love” like other cultural centers? If people can’t go there to experience a culture through an accessible commodity, like a burrito or dim sum, they are forced to rely on curiosity and sheepish maneuvering to break that cultural barrier. Ergo, the neighborhood isn’t the same kind of destination as the Mission or Chinatown. Although the Russians came to the Bay Area even before there was a San Francisco, large scale Russian immigration was fairly recent. The Chinese came in mid19th century in large numbers, and Mexicans historically regarded California as a part of Mexico. So the community was building, and in the future, it may become a destination spot like other cultural enclaves.

What’s to become of Russian San Francisco? The future, as of any cultural movement in communities of large cities, was uncertain. Traces can be found in the Mission, which was once largely an Irish community, and now a Latino neighborhood the way we know it. To assure the permanence of real withstanding roots in a community that will last, the community needs to embrace their culture, instead of letting it be a fleeting circumstance of their lives. Sandy Zipp reports,

“Formerly ‘marginal’ neighborhoods, like the largely Latino Mission, have become ground zero for new business and residential development. But the last four or five years have seen a rising tide of gentrification panic as major office projects for high-tech and biotechnology firms went forward; builders threw up a rash of designer “live/work” spaces all around the neighborhood’s industrial fringes. Besieged on all sides, the Mission’s working-class, immigrant and bohemian residents and institutions have been evicted, priced out and spread to the wind. Gradually, though, these forces are regrouping; they are forming unlikely, fragile alliances to save these in-between neighborhoods, places where, as Solnit writes, “the young go to invent themselves and from which cultural innovation and insurrection arise.” Zipp expands on the lost souls of neighborhoods and how they are overcrowding with gentrification in some areas and complete desolation in others. Solnit originally writes, ‘Whatever the Internet may be bringing the masses stranded far from civilization, the Internet economy in its capital was producing a massive cultural die-off, not a flowering. ... What was happening here eats out the heart of the city from the inside ... a siphoning off of diversity, cultural life, memory, complexity’ (Hollow City, Solnit). It was a closer look at gentrification, and how the people are assaulted in their own neighborhoods for the sake of the career-driven high-tech prepped lifestyles of the younger generations.

‘For Solnit, San Francisco and other cities jump-started by high-tech cash are harbingers of a new urban order. Dot-com pre-fab warehouse redesigns and boho theme-park districts represent an assault on unpredictable public space. They require people whose worlds revolve around careers, virtual spaces and transportable lifestyles, not neighborhoods; they make cities that work like suburbs. In this new city, Solnit says, “Wealth has proven able to ravage cities as well as or better than poverty.’ (The Battle of San Francisco, Zipp).

современной истории и наблюдения

Contemporary History and Observation

существующие средства массовой информации

existing media

To create a new visual campaign for anything, one must research all sources out there to see what was already in the streets. Its not uncommon to find depictions of Russians in American media, reliant on a few archetypes to perpetuate stereotypes.

One was the image of sexually appealing, attractive girls. Tall, thin, fair girls with strong morals and values who are educated and feminine, has become an ideal world-wide, making the Mail Order Bride industry a booming one since the Cold War era. There was also the modernization and deterioration of this image, where Russian women depicted on television. The TV show “Russian Dolls” on Lifetime TV, portray tall blonde Russian women, drinking and partying, projecting an image much like that of the popular TV show “Jersey Shore”. # This expands on advertisements for hard liquor, specifically vodka, as well as in music videos for Russian DJ’s that make world wide hits, banking on the stereotype of Russian women as being the man’s ideal - a prime example being Sasha Dith [Russian DJ}’s ‘Russian Girls’#. This world wide electronica song exhibited cold war stereotypes and sexual appeals even as late as in 2004.

Then there was the image of the machismo of Russian men. Ads are using vodka to portray the image of success for men, and thus that good vodka will lure Russian women to them as well. Films use Russian men in matters of Cold War, war in general, combat, and using sex and liquor as the primary imagery,

Without using these primary icons, one would not recognize the ‘Russianness’ of the campaign. (or using matryoshkas, caviar, vodka...something). Since the researcher had named the thesis Roots and Routes, “Uncovering Russian roots from under the fog”, they have thought of it to be appropriate to do some uncovering metaphors with the visuals: using blindfolds, fog, the matroshka itself... etc.

Что касается стереотипов и джентрификации

Regarding Stereotypes and Gentrification The following are products of both classical rich Russian history and the gentrification thereof. You see these trend in and trend out: The paisley for example became really popular in contemporary fashion trends, followed by the wide usage of the matroshka, without the cultural understanding of what the Matroshka was about.

The perceptions of Russians seem to stem from two main roots: that of classicism, and of Soviet stereotypes. Classicism of the 18th century Russian bourgeois and royalty stemmed thanks to Catherine the Great’s great expansion of Russian cultural range: she understood the value in books, art, literature, the arts, languages and had insisted the Russian mind be infused with all of these European affairs. She hired architects to build Versailles-like layouts, composers to teach russians European music, ballet, the arts, literature. People were taught manners, French as a language to express nobility, and all of this was implemented within her lifetime. This value for education and morals had been instilled since, and many had excelled and have become great figures in the arts, literature, and music: Dostoevsky, Tolstoy, Repin, Tchaikovsky, and Pushkin. These are household names across the board to this day, and have become commonplace perceptions of the Russian people.

Thank to both American and Russian media, the Russians on the American side have been perceived as cold, soulless, fearless and monstrous by the media in the 50s. These notions of a cold fearless vodka-drinking

bear-like people is stil prevalent to this day, mostly used in context of humor.

Pусский менталите

the russian psyche Ethnographers have confirmed that Russians as a people tend to focus on dark feelings and memories more than Westerners do. But a new University of Michigan study finds that even though Russians tend to brood, they are less likely than Americans to feel as depressed as a result.

Igor Grossmann explains, “Among Westerners, focusing on one’s negative feelings tend to impair well being, but among Russians, that’s not the case. Russians spontaneously distance themselves from their emotions to a greater extent than Americans, who tend to immerse themselves in their recalled experiences”. These statements have been concluded after extensive research, examining the prevalence of self-reflection and depression among US students and Russian students. In another study, US and Russian students were asked to recall and analyze their deepest thoughts and feelings about a recent unpleasant interpersonal experience- and their levels of distress was measured after the exercise. They were asked to indicate the extent to which they adopted a self-immersed perspective (seeing the event replay through their own eyes as if they were there) versus a self distanced perspective.

Compared to Americans, the Russians showed less distress after recalling the experience, and were less likely to blame the other person in the analysis of the experience. It is also noteworthy that Russians also indicated they were more likely than Americans to spontaneously distance themselves from their experience while analyzing their feelings. This tendency to self-distance was linked to lower levels of distress and blame.

Grossman explains, “overall findings of both studies suggest that culture modulates the emotional and cognitive consequences of reflecting over negative experiences. The findings also suggest why in this case some groups may spontaneously distance themselves more when analyzing experiences, than other groups. These findings add to a growing body of research demonstrating that its possible for people to reflect on negative experiences either adaptively or maladaptively. (University of Michigan, 2010)

There is significance in these findings relevant to expanding on a Russian San Francisco because Russians are a

brooding crowd that collectively, as well as individually, will struggle to bond and fight for a cultural presence in the city. Busy with their individual lives and struggles, there is felt little need or desire to expand their roots and make them known on a larger scale. The researcher spoke with a few people in the street:

“I don’t understand why this is interesting to you. We live here, have been living here, and we are happy”.

The numbers of people exclaiming similar answers with a shrug, display modesty, shame and indifference to these notions. They love to reflect on how times were different, difficult and how life is so much better in the USA, but display little blame or distress. Relative to their struggles back in the USSR, these people are happy to take the conditions and lives in the quiet, nonintrusive Richmond district.

обоснование

rationale

This study was conducted in order to improve and expand on the cultural experience of those visiting and living within the Outer Richmond, to be further recognized as an ethnic center in San Francisco. The bleakness of the neighborhood from an external perspective might have both neighbors and visitors overlook its

underlying Russian character.

обзор

Surveys Three surveys were conducted throughout the semester, via email and internet resources such as facebook, online forums and twitter. The first, a general widespread survey regarding the general impressions and knowledge of Russian culture. The second a more detailed impressions survey, regarding concrete examples of food and culture; and the third, a quick “threeword” scenario. Each have had about 100 responses. The responses from about 50 individuals are not surprising: most anybody chose verbiage and jargon related to the image ingrained into the minds of Americans from the Cold War era.

Typical words like Red, Communism, Lenin, Stalin, War were listed at least once per individual; then there are the cultural underlying terms that everyone referred to, such as Russia’s general climate and cultural phenomena: words such as Cold, Vodka, fur, ak47, etc were also common.

Another observation lies in the fact that Russians that took this survey would not use these foreseen stereotypes: instead they associated Russia with family, food, and types of food. This was clear because they are the insiders on the culture.

The total number of Survey takers was 62. 30 are male and 32 are female. 32% of the total were born and raised in San Francisco, and then the percentages decrease as the number of years for living here decreases. Seven people are not residents of the bay area. Only 11% of the total are of Russian descent, first or second generation. For a more thorough understanding of peoplesâ&#x20AC;&#x2122; perceptions of Russians, the researcher asks their familiarity with Russian food, and proficiency of Russian Language. 39% of total are unfamiliar with Russian food, and 65% are unfamiliar with the language. The rest of the percentages are in varying

degrees.

The s e a re the p er c entag es am o n g su rvey pa rt i c i pa n t s a nd we hre the y b eli eved th e R u ssi ans r esi de d i n s a n fra ncis co. Ma n y o f w hi c h un fo rtu nately r ep l i e d wi t h â&#x20AC;&#x153; I donâ&#x20AC;&#x2122;t knowâ&#x20AC;?. Out o f th o se w h o k new cor r ec t ly a b o u t t h e Richmond a s ma i n ar ea o f r esi d en c e, 28% o f t h e m we r e born a nd ra is e d i n S an F r anc i sco.

интервью

interviews Svetlana Kristal Editor, New Life Russian Emigre Bulletin at JCCSF The researcher was able to speak to Kristal on several occasions, including at San Francisco State at the Foreign Languages department where she teaches part time (Russian), at the Nureyev exhibit at the deYoung Museum, and at her office at the Jewish Community Center in San Francisco. She lent her support toward the idea of promoting the thesis, but had warned that it would in reality be a difficult process, of bringing together the community from both an external non-Russian and Russian peoples. Russians are private and have lived in a society where business promotion and marketing was not a necessity in Soviet times -- and thus do not see its purpose in their new home of San Francisco, especially older generations. She brought in example the small mom n’ pops storefronts on Geary Boulevard, that do little to decorate or promote their businesses, thus leaving little for the passerby to lure them in.

Sara h Swe e dle r, CE O , Fo rt Ro ss Co nservanc y As one of the Panel of Experts, Sarah Sweedler took interest in the report after meeting at the Opening of the Fort Ross historical windmill. She was helpful in realizing the feasibility of the project, and what it would take to make it possible. “San Francisco and the historical Richmond district was well connected to the Fort Ross north in Sonoma County. We get visitors up there who are often asking and visiting the Richmond during their visit in California. We had one gentleman come from Moscow to see the historical location, we drove him up there from San Francisco”. She reinforced similar notions as Kristal, in which the reality is, Russians are difficult to reach out to, and few existing shops are interested in marketing their shops to a broader demographic. “I live in the Richmond. When I go to the shops to grab some piroshki, nobody was eager to attend me until I make it clear i’m ready to be helped. Their kitchen and counters look industrial and plain”. Similar story with restaurants. “I’m pretty sure those Russian restaurants are

mafia fronts to launder money. They’ve got those curtains over the windows all the time”. There are some however, of a

new generation of Russians with business degrees, that are opening doors, literally speaking: “Red Lantern on Clement Street - they’ve actually got an aesthetic and the food was good”.

Taste of Russia Festival St Basil’s Russian Orthodox Church The Taste of Russia festival was a good location to speak to Russians in the community and get a sense of their perspective living here. This was a community event that was connected to the Church, with children around and a choir, food, bbq, and selling of jewelry and other promotions. Some people insisted that Russian community was thriving and the people are friendly to all outsiders. The researcher spoke to one man who insisted that the Russian community was very divided and there was no central venue for all Russians - and that it was religion that centers a community. That there are the Orthodox Christians, the Jews, and the Atheists, and they all thrive in differing communities where they do not intervene aside from the language. I tried to explain that central venues like foods/shops/the language are all central to all of these groups, but he really believed that it was a very divided community.

Ge a ry Bo ule va rd The researcher went out to the intended design parameters of Geary Boulevard in the Richmond District to observe and talk to people, both Russians and non Russian residents of the neighborhood. Many were either too busy with their current preoccupations, did n0t feel they had a worthy opinion, or tried to call in someone better who might know about Russian culture.

эксперты

panel of experts S ar ah S w eed ler , F r eelanc e W r i t e r , Fo rt Ro ss Co nservanc y Sarah Sweedler was a freelance writer in San Francisco, often writing about California history and restoration, including projects involving the Mountain Lake park, the Russian River’s Middle Reach, the Mt. Sutro in San Francisco, and was president of the Fort Ross Conservancy. She also writes for the new Academy of Sciences website, and co-authored Fort Ross and Sonoma Coast, published by Aradia in 2004. She also coauthored The Coast of Colonial California Through the Eyes of Russian Mariners: Fresh Perspectives from Naval Documents. In her participation with the Fort Ross Conservancy, the researcher met her to talk about the cultural perservation in the bay area.

K r i sta H anso n, P r o fesso r o f R u s s i a n san fr anc i sco state u ni ver s i t y & C C SF Professor Hanson received her doctoral degree in Slavic Languages and Literatures at the University of California, Berkeley, with a specialization in Russian literature and intellectual history. She has taught at Berkeley, Middlebury College, UC Santa Cruz, and SFSU and has traveled to the USSR and Russia many times, leading 4 summer study programs in St. Petersburg. At CCSF she teaches Russian language, conversation, culture, and literature. B.A., M.A., and Ph.D. University of California, Berkeley. Languages: English, Russian, German, Reading

knowledge of French, Italian, Spanish, Serbo-Croatian, and Church Slavic.

сроки

timeline DA I 505 T IMELINE

A N N A Koc hE r ovs Ky ~ FA LL 2012

August

September

Introduction & Preparation

Definition, Research & Project Management

08.28

Intro to Course Handouts What’s to Come

08.30 Formulating Problem & Purpose What’s to Come Handout Research & Terms with Industrial Research

October

November

December

Appointments, Presentations and Research

Appointments, Presentations and Final Research

09.04 09.06 09.11 Collaboratory P&P Statement Review

09.13

Discussion about reports What’s to come Finalize Problem & Purpose Statements

09.18

Library Research with Darlene Tong — LIB 285

09.18

Midterm Presentation format Midterm Sign Up Office Appointment Sign Up PERT Chart and Project Management Review Technique, Hypotheses

09.25 09.27 Individual Research Time

10.02

Individual student appointments 15 minutes each Upload: Time Line & Plan of Attack: PERT Chart

10.04

Individual student appointments – 15 minutes each

11.01 11.06 11.08 Prototype/Mock-Up Development Time

11.13

Chapter 2 Review

10.09 10.11

Mid Term Presentation

10.16

Hand-out: ‘Semester Research Report Format

10.18 10.23 10.25 Individual Research Time

10.30

Chapter 1 Review

11.15

Prototype/Mock-Up Development Time

12.04

Optional Attendance Q&A

12.06

Prototype/Mock-Up Development Time

11.19 - 11.23

12.11 12.13

11.27

Final Presentations in Class: Prototypes, Models & Mock-Ups

Thanksgiving Break

Discussion of Final Presentation & Sign-Up for Final Presentation

11.29

Chapter 3 Review

12.20

Final Written Research Proposal Due

pert chart Roots & Routes 1 RESEARCH

dai 505 pert chart A N N A K O C H E R O V S K Y • FA L L 2 0 1 2

Literature // Library Research • Internet • Books • Articles • Past Reports

Field Study // San Francisco State University • Russian Center of San Francisco • Congress of Russian Americans • City College of San Francisco • G e a r y B o u l e v a r d , R i c h m o n d D i s t r i c t • F o r t R o s s Wi n d m i l l O p e n i n g

2 midterm OCTOBER 9

Images // Library Databases • Personal Illustrations and photography • Russian Center media

Deliverables // Chapters I-III • Personas • Panel of Experts • Presentation Layouts

3 Proto type

Media

4 FINAL

Deliverables

DECEMBER 6

DECEMBER 12

//Print Posters • Infographic illustrations • Photography

Concepts // Color Palette • Scale, Dimension • Delivery • Location of Campaign

Concepts PROGRESS: Review betas with experts

// Midterm Presentation Chapter 1 Report Chapter 2 Report Chapter 3 Report Final Report

Prototype Revisions

содержание

summary

Cultural landscapes are a legacy for everyone. These special sites reveal aspects of our country’s origins and development as well as our evolving relationships with the natural world. They provide scenic, economic, ecological, social, recreational, and educational opportunities helping communities to better understand themselves. Neglect and inappropriate development put our irreplaceable landscape legacy increasingly at risk. Too often today’s short-sighted decisions threaten the survival and continuity of our shared heritage. It was everyone’s responsibility to safeguard our nation’s cultural landscapes. The ongoing care and interpretation of these sites improves our quality of life and deepens a sense of place and identity for future generations. This chapter surveyed a number of materials and covered data that indicated a trend toward a combination solution: considerations regarding needs both from the insider community (Russians) and outsiders (non-Russians). Defining the solution took a great deal of narrowing, and was determined to be the most effective if covering both a print, mobile and digital medium. This, lead the ideation process where different print and digital mediums were addressed.

intrOduCtiOn

pr O b lem and p u r p O s e s tat e me n t

b r a n d i n g t h e mO v e me n t

par am e t e r s O f t h e d e s i g n

r ati O nal e : wh y p u r s u e t h i s ?

s k e t C h e s & mO C k s

hypOthesis

i m pO rtan Ce O f r e s e a r C h q u e s t i O n s

researCh prOCedure

CO lO r s, f O n t s a n d mat e r i a l s

C h a p t e r s u mma ry

глава третья

chapter 3

логотип

branding the movement

RO OT S

R OUTES

параметры

parameters of the design Education It was deducted that education as a primary inspiration for the solution could be used to encourage neighborhood residents to interact in a social and cultural context. Assisting in the knowledge of where and who had settled here, what they ate, how they lived and live, can reunite people in a communal sense.

Vis ibility In order for the neighborhood to come together, the campaign must address visibility and make sure that the user has a common visual language in the neighborhood: to recognize cues and visuals that live throughout the streets, from bus lines to banners. The website and other culturally-conscious events would be the result of how successful the visibility is. The researcher acknowledged visibility and made sure to make ads stand out, and bring curiosity to the viewer.

Time A common issue with a busy neighborhood was the time to stop and look around, as we all avoid the masses of advertisements we see everywhere. The researcher acknowledged common mass advertising errors and avoids cliche, unattractive or uninformative ads.

обоснование

rationale: why pursue this? Currently, the outer Richmond was most characterized by a bleak sea of fog and occasional shops, with mostly residential birdhouse-like homes, lacking in life or character. As San Francisco was known for its liveliness and unique neighborhoods, so it should expand its cultural identity, and uncover parts of it that have been hidden or unknown for decades. The Richmond should be recognized as a cultural enclave, just like the rest. There was potential for the neighborhood to bring back its distinct Russian

character.

эскизы

mock ups & sketches

гипотеза

hypothesis It was hypothesized that the visual guides to the Russian presence in San Francisco can help bring pride back into the neighborhood and awareness to the city of its distinct

Russian character.

важность

importance of research questions The research questions sent out to 62 individuals are relevant in that they try to understand the correlation between having lived in the Bay Area / San Francisco long and yet still have no immediate knowledge of a Russian enclave. There are also factors like age, whether they are or aren’t Russian (and thus would seek out familiar cultural places),

процедура

research procedure Suggested methods for Solution:

• C olor S tudy an d type s tu d y b es t s u i tab le f o r Rus s ia n the me s, b o ld b u t no t c li c he • Re se a rch cost an alys i s fo r b eg i nn i n g a foo d t r u c k bus ine s s

type and color CO l Or Op tiOns fOr b r and i ng i d en ti ty

Roots and Routes in bebas neue abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(

Roots and Routes in Dekar Light abcdefghijklmnopqrstuvwxyz 1234567890(

Roots and Routes in headlineNEWS abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(

Roots and Routes in mrs eaves abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(

Roots and Routes in Podkova 60

abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*(

содержание

summary

Ideations were created utilizing the data and information from literary, internet and parallel studies research. These conclusions were determined to be the most viable solutions to the problem stated in this study.

Methodologies used inferred from the materials covered, that the cross media, print and digital campaign would be most effective and reach the widest audience.

It was concluded that, after viewing the visual language perpetuated throughout the Richmond district, viewing the website and eating at the Street Beet food truck, the community would come together in its efforts to bring life into the Richmond district. The website correlate all relevant information about Russian culture, from food, to churches, to recipes on how to cook everything.

pr O b lem an d p u r p O s e s tat e me n t

intrOduCtiOn

hypOthesis

ma jO r f i n d i n g s

sOlutiOn

f u rt h e r s t u d y

COnClusiOn

appendix bibliOgraphy

Четвертая глава

chapter 4

цель

purpose statement the p urp O se O f thi s stud y was tO Cla s s i f y k e y e l e me n t s Of rus s ia n Cultu r e and pr O vi d e the C O mmu n i t y a C Omp re h ensi ve vi sual g ui d e tO th e Cu lt u r e ’ s b O u n t y.

интродукция

introduction This study has concluded that the data and information collected indicated the Routes and Roots print and web campaign solution to be the best possible course of action to resolve the problem taken on by the researcher. Further study into the practical usage of QR codes as data input devices for mobile applications was necessary to produce the final iteration; or the user would visit the website manually. Further steps to include QR codes on the banners and foodtruck around the local community would continue to increase the patronage of the event.

гипотеза

hypothesis It was hypothesized that the visual guides to the Russian presence in San Francisco can help bring pride back into the neighborhood and awareness to the city of its distinct Russian character. Specifically, in form of banner signage, a food truck aesthetic and route, and i-pad app to better immerse oneself with

hidden Russian jewels in the city.

результаты

major findings The major findings of this study were derived from the research data and information. Parallel studies and texts were referenced for a spread of data from different viewpoints.

Majority of residents in immediate neighborhood are over 50 years old - so considerations were made to make banner ads age-friendly, using bold colors, type and large spectrum humor., while enticing younger generations to take interest in food, culture, traditions, ceremonies.

To create a cultural enclave instead of a temporary gathering, the district must encourage annual consistent events and ongoing social interaction with the community: that was why vehicles of social interaction instead of just stationary mediums would help expedite the process of acculturation. The food truck Street Beet and the mobile application Roots n Roots would help navigate any audiences towards creating a visual world and word bank in their minds regarding their neighborhoods unique character.

Uncovering a neighborhood in such a way was like peeling away cheap vinyl from the ‘70s in a historical building: underneath it all you will find beautiful hardwood floors that bring heritage, interest and longevity to the home. Historical preservation of any variety was an asset to the community.

It is human nature to come together around the focal point of food: Russians are no exception, and are notorious for their hour-long festivities gathered around course after course, with non-stop drinks in between. That is why the solution of a Food Truck, would best be the quintessence of russian culture, mixed with America’s on-the-go mentality.

pos tca rds

p. 65 : p os tca rds p. 66 : ne ighborhoo d b ann er s p. 67 : we b inte rfac e fo r r oo tsnroute s .com

p. 68 : STREET BEET F O O D TRU CK

решение

solution The Roots n’ Routes campaign solution covers print and digital media to create a blanket approach to the problem. By having both medias present in the campaign, the issue of technology was addressed, as well as using print media to reinforce the technology. Those with no tech ability to utilize the application can still benefit from the banner ads and food truck service, and those that utilize mobile devices can further their convenience through the use of the interactive tools available.

Ba nne r Ads The banners would be situated on bus shelters, every three blocks on each side. The bus advertisements would run on the 38, 38L lines of buses for a week at a time, every month. The postcards would sit in both non-Russian and Russian locations: grocery stores, delis, hair salons, etc.

Stre e t Be e t Foo d T r uc k The Street Beet would loop from park presidio to the financial district along Geary Blvd, and to the opposite direction towards Ocean beach on warm weekends. It would serve 20-30 people in rush hour.

Roots a nd Ro utes w eb si te The website will be the project’s interactive vehicle: allowing users to access all things Russian easily and seamlessly, making events, food, people and cultural events more accesible. It will allow you to connect with the neighborhood in all facets of life: where and what to buy at delis, dictionary, maps, and history.

еще наблюдений

further study

Further study into the following was recommended:

• Menu Refinement for Street Beet • QR management on ads for Roots and Routes app • Connect “roots” with more landmarks beyond SF such as Fort Ross, the first Russian settlement in California

заключение

conclusion The range of variables within this study has exceeded the researcher’s expectations, and the process was rewarding. The issues regarding acculturation, immigration, social and political issues, were not initially taken part of the study, however, they worked their way into the research as necessary avenues of information due to their relevance.

Further study into the noted areas would prove valuable in taking the concluded campaign to the next level. These points were derived from the study but went far beyond the scope of the studies deadline.

The solution then concludes the study and sufficiently takes it beyond initial scope of the hypothesis.

приложение

appendix

The ge ne ra l s urve y, 62 i n d i vi d uals, fr o m oct 22 t o No v 1 7 , 2 0 1 2

библиография

bibliography I n P r i n t. • Anderson, L. C. (2010). Breaking bread: Recipes and stories from immigrant kitchens. Berkeley: University of California Press. • Garner, L. K. (1995`). Contemporary Russian Nationalism: Identity, Westernization, and the Struggle to Define National Interest (Master’s thesis, San Francisco State University, 1995). San Francisco: SFSU Masters Theses Collection. • Hatch, F. F. (1971). The Russian advance into California. R and E Research Associates. • Lee, E., & Yung, J. (2010). Angel Island: Immigrant gateway to America. Oxford: Oxford University Press. • Rakhlin, L. (1996). Dietary Habits of Russian - Speaking Immigrants (Master’s thesis, San Francisco State University, 1996``). San Francisco: SFSU Masters Theses Collection. • Thompson, R. A. (1970). Russian settlement in California: Fort Ross, Sonoma County. San Francisco: R and E Research Associates. • Tripp, M. W. (1980). Russian Routes: Origins and Development of Ethnic Community in SF (Master’s thesis, San Francisco State University, 1980). San Francisco: SFSU Masters Theses Collection. • Vinson, P., & Saroyan, W. (1941). Hilltop Russians in San Francisco;. [Stanford University, Calif.]: J. Delkin. • Zmuzhko, Y. (2006). Senses of Trust and Consumer Behavior of Russian Speakers from the Former Soviet Union Related to Health (Master’s thesis, San Francisco State University, 2005). San Francisco: SFSU Masters Theses Collection. A rtw o r k s • Mushyakhova, S. (n.d.). Matryoshka Dolls [Painting found in New York, NY]. Retrieved November 09, 2012, from http://www.behance. net/gallery/Matroshka-Dolls/4113593 (Original work created in 2012) • Discover Russia in San Francisco [Video]. (2010, December 10). Retrieved September 29, 2012, from http://www.youtube.com/ watch?v=J1KkBD9jLdo • Guzman, R. (c.2012). “Almost the Biggest.” [online image]. 500px.com Retrieved from http://500px.com/photo/4232249. (matryoshka montage with black background). I nte r ne t, Jou r n a l . • Bielski, Z. (2010, July 14). Brooding Russians: Less Distressed Than Americans.Globe and Mail. Retrieved October 25, 2012, from University of Michigan, http://selfcontrol.psych.lsa.umich.edu/papers/Grossmann_Kross_Globe%20and%20Mail.pdf • Lehrer, J. (2010). Why Russians Dont Get Depressed. Frontal Cortex. Retrieved November 12, 2012, from http://selfcontrol.psych.lsa. umich.edu/papers/Grossmann_Kross_Wired%20Science.pdf • University of Michigan (2010, July 14). Brooding Russians: Less distressed than Americans.ScienceDaily. Retrieved December 6, 2012, from http://www.sciencedaily.com/releases/2010/07/100713122844.htm

I nte r ne t, W e bs it e . • The Russians in America. (n.d.). Culture. Retrieved October 28, 2012, from http://www.consulrussia.org/eng/culture.html • Gasyuk, A. (2012, July 25). When Russia tried to tame America. Russia Beyond The Headlines. Retrieved November 12, 2012, from http:// rbth.ru/articles/2012/07/25/when_Russians_tried_to_colonize_california_16651.html • Rosenstein, C. (2012, October 2012). Cultural Development and City Neighborhoods. Urban Institute Research of Record. Retrieved October 26, 2012, from http://www.urban.org/publications/411937.html • Garcia, M. (2010, February 6). Russians in San Francisco. Suite101.com. Retrieved November 11, 2012, from http://suite101.com/article/ Russians-in-san-francisco-a198806 • Zipp, S. (2010, September 25). In These Times 25/09 -- The Battle of San Francisco. In These Times 25/09 -- The Battle of San Francisco. Retrieved November 11, 2012, from http://www.inthesetimes.com/issue/25/09/zipp2509.html • Angel Island Immigration Station Foundation. (n.d.). AI Jewish Refugees. Retrieved November 02, 2012, from http://www.aiisf.org/education/station-history/ai-jewish-refugeesf