Exploring 90s Nostalgia in "World! Friendship! Gum!"

Why "World! Friendship! Gum!" Reflects the 90s and Our "Stranger Things"

Modern television frequently looks to the past, crafting series that not only evoke nostalgia but also allow audiences to reinterpret historical eras. Ilya Aksenov's series "World! Friendship! Gum!" serves as a vibrant example of this approach, drawing parallels with the American sensation "Stranger Things," but with a distinctly Russian twist. In this piece, we will explore how this project, through the lens of 90s nostalgia, conveys the evolution of a generation born from the ashes of the USSR.

Where Does Nostalgia Come From?

For millennials, the 1990s symbolize a turbulent transition from Soviet stability to wild capitalism. This era was marked not just by economic uncertainty, but also by an exhilarating cultural renaissance. The charm of "World! Friendship! Gum!" lies in its ability to present this epoch through the eyes of teenagers navigating the maze of domed roofs, bustling markets, and VHS tapes.

While "Stranger Things" immerses viewers in the American 80s, this series transports us to the unique complexities of Russian 90s—an era fraught with both freedom and chaos. This duality permeates every aspect of the show, from the sets and musical backdrop to the storylines.

Plot: Adventures of Teens in a Crime-Ridden Reality

At the story's heart are four teenagers: Sanya, Vovka, Ilya, and Zhenya. Their gang, dubbed the "Brotherhood of the Rooftop," becomes embroiled in conflicts that encapsulate the spirit of the times. On one hand, they face off against local bullies; on the other, they find themselves caught between two criminal factions—the war veterans from Afghanistan and the Caucasian mafia. This narrative allows viewers to witness the atmosphere of the 90s through the lens of youthful experiences, untouched by adult cynicism.

Particularly compelling is how the teens grapple with their feelings and relationships with their parents amid these external conflicts. For instance, Sanya's mother juggles managing the household while wrestling with painful memories of a tough marriage; his grandfather espouses a cult of strength, while his father—a spineless writer—struggles to confront the challenges posed by the epoch.

Inspiration from the Past

The comparisons to "Stranger Things" are clear: a group of friends rising to the challenges before them, immersing viewers in the essence of a specific time. However, instead of fantastical threats, "World! Friendship! Gum!" presents very real dangers recognizable to a post-Soviet audience. There are no monsters from parallel dimensions, but rather "wolves" and "bulls"—criminals whose portrayals convey the romanticized crime narrative of that era.

The visual elements of the series also deserve attention. Flashbacks are stylized to mimic the rewind of a video cassette, while conflict scenes are shot in long continuous takes, enhancing the immersive experience. A particularly memorable scene is the market riot, echoing a similar moment in the film "The Bull."

The Culture of the 90s in Detail

The sets and props within the series intricately capture the aesthetic of the time:

• Flea markets: featuring boiled jeans, baseball caps emblazoned with the words "USA California."
• Pop culture: walls of the protagonists are adorned with posters of Sylvester Stallone and clips from the movie "Kickboxer."
• The Dendy gaming console: where characters engage in matches of "Street Fighter," underscoring the prevalence of pirated copies of Western products.

The musical score harmoniously weaves together hits from the era (Dr. Alban, Irina Allegrova, Haddaway) with modern reinterpretative covers, like Sirotkin’s rendition of "Breath" by Nautilus Pompilius.

Gender and Toxic Masculinity

Interesting to note, despite the presence of strong female characters like Zhenya, Sanya's mother, and Alica's girlfriend, the series reflects a patriarchal culture. Women are often depicted as fighting for their place in a world still governed by the laws of the "wild 90s." Nevertheless, these female portrayals provide depth to the narrative, reminding us that this era of change affected everyone.

Why is "World! Friendship! Gum!" Important?

This series not only expertly recreates the ambiance of the 90s but also refreshes it through a modern perspective. It stands as both an entertaining show and a cultural exploration, highlighting how a generation of millennials, shaped by chaos, developed their values.

Moreover, "World! Friendship! Gum!" fosters a dialogue between past and present, forging connections among viewers from different generations. The series serves as a bridge between times, echoing that the past continues to influence our present even as we seek to move forward.