STAMPS AS MESSENGERS OF POLITICAL TRANSITION

Author(s): STANLEY D. BRUNN

Source: Geographical Review , January 2011, Vol. 101, No. 1, Popular Icons (January
2011), pp. 19-36
Published by: Taylor & Francis, Ltd.

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 STAMPS AS MESSENGERS OF POLITICAL TRANSITION*

STANLEY D. BRUNN

abstract. Previous studies of.postage stamps noted their importance in promoting national
identity and the objectives of the state. Neglected in this literature by geographers and others is
a discussion of stamp themes and issues during political and economic transitions. A content
analysis of issues during the Soviet Union's last three years and Russia's first three years revealed
some significant changes. The Soviet Union issued many stamps and sets on a wide variety of
topics, including nature, folk items and legends, international ties, and ideology. Russia issued
fewer stamps: Nature was important, but religion and issues that promoted Russia's heritage
replaced ideology and international themes. Early Russian stamps evoked an "inward" worldview
that promoted a nascent nationalism. In its final years the Soviet Union noted evidence of these
changes in priorities and themes with issues that depicted Soviet environmental disasters or
honored the individuals killed in the failed Russian coup attempt in August 1991. Keywords:
geopolitics, images , nationalism , religion , Russia, Soviet Union, stamps, visualization.

2005 Pauliina Raento and I wrote, "It is the visual qualities which make a sta
an important messenger that implements the state's official outlook in the everyda
life of ordinary citizens" (p. 143). We couched our argument, using Finland a
example, by noting that when states emphasize "the visual," which includes m
postage stamps, currency, and official Web sites, they inform and educate their ow
populations and those beyond about where they are, who they are, and what t
are about. A policy of "political visualization" may also invigorate nationalism
times of political transition. In this study I investigate what stamps tell us about th
Soviet/Russian transition years.
The Soviet Union existed for more than seventy years, only to be replaced in lat
1991 by an elected government with new leaders. Russia became a renewed stat
the world political map, along with many of the former Soviet republics, espec
in Central Asia. As the replacement of an older and larger state proceeded, Ru
leaders faced a number of challenges concerning identity, security, and military an
economic preparedness, not to mention declines in industrial output and food
duction, an unstable currency, and the aspirations of minorities. One of the "v
challenges" leaders faced was what kind of images or messages they wished to
to their own citizens and to those beyond their country's borders. It could be
gued that the designs on stamps and currency, along with the language of the
constitutions, are among the most important early symbolic decisions at the s
level. In her analysis of the banknotes of new states Marcia Pointon correctly
knowledged that "the currency of a new state requires new or reinvented curre
(1998, 231). She also commented on the importance of maintaining a visual hist

* I wish to thank Richard Gilbreath, director of the Gyula Pauer Cartographic Laboratory in the Departme
Geography at the University of Kentucky, for preparing the graphics and Natasha Tyutenkova for her valued
tance in understanding many of the messages on Russian stamps.

Dr. Brunn is a professor of geography at the University of Kentucky, Lexington, Kentucky 40

0027; [brunn@uky.edu].
The Geographical Review 101 (1): 19-36, January 2011
Copyright © 2011 by the American Geographical Society of New York

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20 THE GEOGRAPHICAL REVIEW

"It is evident that in order to be regar

to have a history, but be able to visual
Anna Hamalainen, Hanna Ikonen, and
coins, similarly noted that "the im
maintenance of a national narrative
tional leaders, famous monuments, a
money efficiently promote a sense of
all the time" (2004, 930).
These comments about currencies
stamps. When culture, visualization
Benedict Anderson described as "im
referred to as "banal nationalism" (A
identifies those who find common a
economic boundaries, including tho
aries. Billig's term represents a "hid
and political symbols, all examples o
nationalism" that extends beyond a s
well with states that are experienci
I contend, are possible messengers o

Background Literature

This study builds on several literatures in which the contributions have co

scholars in various fields. Studying a state's iconography has roots in the p
work by Jean Gottmann and Kenneth Boulding, both of whom commente
importance of a state's image as part of its reason for being (Gottmann 1952; B
1959). Visual politics also saw early contributions by psychologists and soc
including Ferdinand de Saussure (i960), Erwin Panofsky ( [1955] 1982), Ray
(1972), and, much later, Stuart Hall (1992), Nicholas Mirzoeff (1998), and
Scott (2002), who examined the importance of signs and semiotics. Garth
and Victoria O'Donnell used these concepts to examine visual propaganda
They remarked that "propaganda is the deliberate systematic attempt to sh
ceptions, manipulate cognitions, and direct behavior to achieve a response t
thers the desired interest of the propagandist" (p. 6). John Pickles used
these same themes in his examination of a state's propaganda cartograph
I would argue that a state's stamp program has goals that are similar to it
graphic effort. Evidence for this argument can be found in the work by Jame
on China (1971), by Donald Reed with respect to Iraq (1993), by Humphrey
on Australia (1988), by Ferdinand Lauritzen on the Third Reich (1988), and
Deans on Taiwan (2005).
Postage stamps contain many overt and subtle messages about what the
that is, the people in power- deem important for its residents and others t
identify with (Stamp 1966; Altman 1991; Scott 1995). I agree with Phil D
Hugo Dobson, who write that "stamps can and should be read as texts, oft

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 STAMPS 21

expressly politi
depict" (2005, 3
creation and pr
onstrate chang
state elites" (p
reflected in th
be resurrected

Imagery and the State

Politics always play a crucial role in the stamp-issuing process, as Gabriel Joh
shows in his comparison of North Korea and South Korea and as Hugo Do
demonstrates in his comparison of the stamps issued by Japan and the United
dom (Dobson 2001, 2005; Johnson 2005). In Japan, a tripartite elite model- or
triangle"- of interest groups includes dominant government actors: the bur
cracy, the long-standing Liberal Democratic Party, and big business (Dobson 2
58). This decision-making apparatus contrasts sharply with that in the United K
dom, where the Royal Mail receives suggestions from the public and also wo
with the Stamp Advisory Committee on the appropriateness of designs. The
troller of stamp design then commissions artists for each stamp. The final de
are presented to the Stamp Advisory Committee and eventually to the queen
her approval (p. 65). In the United States the Citizens' Stamp Advisory Commi
makes the final decisions regarding stamp design. Each U.S. president appoin
members to the committee on a rotating basis; the members represent various
fessions, including artists, scholars, and noted public figures.
The "philatelic state" studies having the most direct bearing on this invest
tion are those by Raento and myself (2005, 2008), Raento on Finland's stamps (2
and Kate Covington and myself on music stamps (2006). All of these studies
amine stamps in the context of an imagined community. Raento and her coa
thors also use this context to discuss the visual methodologies of euro coinag
including the "monetary cartography" on the euro side of members' coins (2
934-937)- They document how "geopolitics of visualization" or "geopolitical v
alization" is an especially useful concept when looking at the "philatelic imag
transition."

The visual content of national banknotes can be compared with stamp iss
Pointon noted the importance of "nationalism and portraiture" on Euro
banknotes (1998, 233); Tim Unwin and Victoria Hewitt focused on the image
banknotes of former Eastern European countries (2001). Emily Gilbert saw na
currency as contributing to nation building (1999, 2007). Adrian Tschoegl also
phasized the importance of the pictorial and symbolic images in Bulgaria's ban
history (2002).
Don Zeigler's insights into the projections, colors, and legends of the maps
new European states and former Soviet republics provided evidence of a "car
raphy of independence" and "persuasive cartography" (2002). He also ma

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22 THE GEOGRAPHICAL REVIEW

useful distinction between propagan

the former communicate in "shout
these concepts useful in analyzing F
discussions fold their analyses into
ism.

Several authors have alluded to th

states that are experiencing transition
first stamps of new European and Cen
and the breakup of the Soviet Unio
examination of fifty years of stamps
lyze the changes from authoritarian to
sitions are reflected in stamp desig
investigation of Finland's stamp hist
from "war to peace, from conflict t
boundaries, from passive peripherality
are evident in a careful reading of s
625). The "West" look became appar
and adopted the euro. Sami Moisio al
cal rhetoric once it joined the Euro
Burkina Faso used its stamp progra
independence from France and how
political power in the Muslim north
tions to Sudanese culture and herita

Database and Methodology

Scott's Standard Postage Stamp Catalogue, a major reference used by stamp

collectors, and scholars, records stamps issued by the Soviet Union and R
2008. It provides a number for each issue, the date of issue, and usually
colorful illustration of the stamp. The Soviet Union was always one of the
leaders in stamps issued, with more than 1,100 stamps in the 1980s and m
1,300 in the 1970s. During its final three years the Soviet Union issued 312
107 in 1989, 103 in 1990, and 102 in 1991. Russia, on the other hand, issued far
only 176 in all: 62 in 1992, 66 in 1993, and only 48 in 1994.
In this study I adopted the methodology used by myself (2001, 2002),
and myself (2005, 2008), Raento (2006), and Covington and myself (2006)
used Gillian Rose's methodology, which called for procedures to carefully
sual materials, in her case advertisements, museum displays, and photograp
Although Rose did not discuss the visual cues and meanings gleaned by s
stamp designs and content, her schema can easily be adapted to such purp
authors I mentioned above also used, as I do here, the content analysis deve
Catherine Lutz and Jane Collins (1993). Lutz and Collins presented a deta
cedure for "reading" photographs of cultural images and the environment
peared in the National Geographic magazine. Their methodology is u

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 STAMPS 23

deconstructing sta
ings. For example,
discern gender, eth
features. Other stu
small states and Sl
Dodds considered a
geopolitics," which
places" (2001, 73).
ocularcentric societ
what we see (word
Many stamps conve
a Nature category;
egory. Other stamp
national category c
German-Soviet spa
would be appropria
or perhaps more d
issued stamps that
stamps can be assi
tions, Transportati
tify the dominant
and Brunn 2005, 1

Soviet Postal Decisions

During the Soviet years the post office decided on topics and issued con
individual stamp designs. It also informed the artists what it wanted
lected the winning design (Winnick 2009). Designs, colors, evocative im
familiar figures caused stamps to be considered as an important propaga
the state. Jonathan Grant commented on the blatant political and propa
sages of Soviet-era stamps (1995). These visual representations revealed t
conception of how Soviet society should be structured.
The 312 Soviet stamps issued from 1989 to 1991 can be grouped int
categories (Figure 1). The most popular categories were Nature (forty-sev
Folklore & Crafts (thirty-seven), Other Countries (thirty-seven), Poets, A
(nineteen), and Lenin and Soviet Agents (eighteen). Less frequent, but n
important, were stamps that depict Architecture and Monuments, Space,
The large number of stamps and categories illustrate the importance th
viet Union placed on promoting itself to its own citizens and those else
ture themes- flowers, ducks, wildlife, trees, fish, and so forth- were popula
and were not considered to have any ideological context. Stamps illust
folk legends and musical instruments of each republic commemorated
sity that was important in promoting an all-union Soviet nationalism.
was true for the fifteen stamps depicting key monuments and architec

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24 THE GEOGRAPHICAL REVIEW

Fig. i- Major themes of postage stamps issued by th

1994). (Graph by Richard Gilbreath)

marks in each republic's capital. Stamps wit

celebrating the birthdays of Marx and Leni
Party leaders, and Soviet agents (or intellige
Figure 2 illustrates these themes. The top sta
Abel, who was in a 1990 set that celebrated
spies appeared on Soviet stamps demonstrat
leaders and many citizens had for such indi
ers on stamps were from China and Vietnam
the Lenin Museum in Bishkek, Kyrgyzstan,
republics' capitals during the Soviet era, wi
displays about Lenin and Lenin's years. The lib
for Kyrgyz heritage materials, and the bot
reflect the new symbolic order floor displa
prominent feature in downtown Bishkek is

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 STAMPS 25

Fig. 2- Examples of s
1989-1991. Top: The
The Lenin Museum i
Kyrgyz culture; stam

and Lenin was rem

ing the American U
International subj
1980s and earlier. I
ferences and congr
tific expeditions, s
cross-cultural ties,
sonalities depicted
was a major intern
themes appeared fr
continually inform
faith in these.

Subtle but signifi

appear in 1990 and
experiencing an op
These years were m

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26 THE GEOGRAPHICAL REVIEW

certainties that were detected in the stam

issued in 1990 illustrated global environm
out Lake Baikal, the Aral Sea, and Volga R
sasters. A single stamp issued in January
of the Chernobyl disaster, along with a se
protection" theme later in the same mon
Gorbachev sought changes in the country
ship and freedoms. Religion as a distinct
even though religious buildings appear; t
tage, not religious significance. In Novem
monuments were issued: Three showed c
well as a mosque in Samarkand. Three chur
issued in August 1990 on historical archit
depicted famous mosques in the Kirghiz,
Further evidence of inter-
nal changes can be seen in
stamps issued in the Soviet
Union's final six months. Dur-
ing this time the country issued
forty-five stamps on a variety
of topics (Figure 4). Some de-
picted familiar topics that had
appeared earlier in the decade,
including nature, sports, inter-
national science projects, and
conferences. But several issues
reflected the changes described
above, including stamps that
commemorated those who
died defending the Russian
White House in the failed coup
attempt of August 1991 and the
election of Boris Yeltsin as
president. One small but sig-
nificant feature that appeared
on stamps issued in late 1991
was the appearance of the Rus-
sian flag. Small flags appeared
in the corner of those stamps
honoring those who died de-
Fig. 3- Environmental stamps issued in the last y
fending the Russian White
the Soviet Union. Top: Global ecology (1990). Bot
House and(1991).
fifth anniversary of Chernobyl on the stamp com-
(Photograp
author) memorating Yeltsins victory.

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 STAMPS 27

Fig. 4- Soviet Union st

scene from "Kys Kuma
Komar, a victim of the
the Russian flag). (Pho

These appeared at
space mission; both
The formal brea
Until new stamps
Latin and Cyrillic
printed stamps we
Soviet Union, the
time (five in Cent
Soviet postal histo

Russia's First Stamps and Transition Years

The early days of Russia and the former soviet republics were full of chaos a
confusion, not only for political leaders but also for citizens of new countries on the

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28 THE GEOGRAPHICAL REVIEW

Fig. 5- New Russian stamps issued in 1992. Top

Prioksko-Terrasny Nature Reserve, near Moscow. Top r
Patriotic War (the end of World War II) by the Ru
Bottom: The 750th anniversary of the Battle of the Ice

world map. Among the major problems for cit

rity and basic survival, health care, and an ins
receiving mail were not the highest priorities i
the newest stamps. Mail service existed, but it
The decision-making machinery described ab
designs, and artists applied to the early days of
tice in Russia for the administrative personnel
operate during the transition; that is, the elect
not affect how decisions were made or who m

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 STAMPS 29

Russia, aside from e

and distribution of
be the topic of the
subjects or themes
nor questions, as t
during the Soviet
had a democratical
ness on many issue
thinking on the p
overriding concern
Developing success
best attained with
mented on these th
pean states were "l
publics and more l
enhance their curr
the first Russian s
strategies to enhan
how Russians looke
about how outside
that had been popu
nihilation" is usefu
case, Soviet stamps
Gerbner used this
tion, and trivializa
ining Finnish post
analysis of cartoon
tion included the o
A number of majo
are evident. In its
than in the Soviet
reasons for the red
lems during its ear
tion to refocus the
What we can obse
months of 1992 wer
did not have a flag,
three that celebra
Albertville, France
skiing, all sports in
stamps conveyed t
cesses on the inter
versary of what is

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30 THE GEOGRAPHICAL REVIEW

Alexander Nevsky over the Swedes in the Battl

the "Father of Russia," Nevsky is one of the c
roes. As the grand prince of Novgorod and Vlad
and adults for his military victories over Ger
sainthood in the Russian Orthodox Church. Th
stamps depicting famous Russian monuments, m
tary heroes or were churches in Saint Petersbu
suggests that the new Russian leaders sought
Soviet- landmarks into an emerging Russian na
on several Russian stamps represented a sharp d
formal religion was neither acknowledged nor
Military memories were the focus of the fou
ing the forty-seventh anniversary of the Grea
War II. The design was a painting by a Russian
Soviet era this anniversary had also been celebr
Russia provided a link to the former country.
very popular theme in Soviet stamps. It depicted f
Terrasny Biosphere Reserve, near Moscow (see
serve in the region, it has many unique plant
In sum, these first five issues were devoid of
tively and quietly celebrated the new country
significant historical events, success in intern
of nature.

During the last nine months of 1992 the post

issuing some stamps with themes that were re
other topics (Figures 6 and 7). Recurrent them
complishments, the 1992 Summer Olympics in Bar
lar theme), a famous opera (this time the centenn
Suite), and children's cartoons. Religion contin
religious painting of Jesus in a July issue, the
Moscow cathedrals in September, and four Ch
stamps further demonstrated the revival of in
ing the Soviet years. The ten religious stamps i
cathedrals as well as twelfth- to sixteenth-cent
The final Soviet stamp series and the first Ru
ways. The most striking is the importance of
17 percent of all issues had a religious them
emerged as a major institutional feature in R
Russia's new constitution acknowledged religi
antee the equality of rights and liberties regar
guage, origin, property or employment statu
convictions

linguistic or religious grounds shall be forbidden" (Constitut

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 STAMPS 31

Fig. 6- Early Russia

from the top left: T
anniversary of Rus
Wrangel's exploration

Sidorov examines t
urban landscape bu
of this cultural r
depicted religious
part of Russian na
independent status
The second differ
cal and ideological t
the country's Sovi
maps of the forme
months of the Sov

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32 THE GEOGRAPHICAL REVIEW

required careful consideration of what wer

ages to build and renew Russian nationalism
Third, stamps with an international them
years than they had been during the Soviet
Removed completely from Russian postal i
contributions of communist leaders in oth
participation in many international confer
Olympics and the Goodwill Games, coopera
and ties with the United States (Figure 8).
illustrates further the decision to focus pos
than on international exploits and linkages,
and context.

Fourth, flags and maps, often iconographic features on the first issues of new
states, did not appear as familiar themes on Russian stamps in the first six months
or year (Brunn 2001). The first appearance of a flag commemorated a Russian-Ger-
man space mission in March 1992. Another miniature flag appeared later that year
in commemoration of Columbus's "discovery" of America. The situation was re-
markably different from the Soviet era, when flags were on a half-dozen series in the
country's final years. Maps appeared frequently on Soviet stamps but not on early
Russian stamps. No map of the entire Russian territory appeared in the first three
years, although small parts of the country appeared on stamps that celebrated Rus-
sian explorations, the 500th anniversary of Russian-Danish relations, a famous World
War II battle, and participation in European programs. Perhaps postal authorities
felt uncomfortable displaying a map of Russia, which would represent a shrinking
of the Soviet Union's former space. Perhaps some authorities even hoped that the
Soviet Union would be restored.

Fig. 7- New themes on Russian stamps issued in 1993. Left to right: Saint Sophia's Cathedral, in
Moscow; a Fedoskino lacquer miniature Easter egg depicting the Resurrection, from the National Museum
of Applied Arts and Folk Crafts, also in Moscow; and aids prevention. (Photograph by the author)

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 STAMPS 33

Fig. 8- Common and diff

Nature continued t
but environmental
scientists, artists, a
Russians and Russia
for a 1993 stamp ca
riod to commemora
territorial borders
very unpopular- an
nuclear testing. Als
or abused childre
secular- that aided
cunae illustrate the
rather sensitive top
may have felt that
ing stamps with vi
needed to promot

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34 the geographical review

commemorated the anniversaries of

grams, including peacekeeping and
ages to Cuba, China, Vietnam, the Co
Eastern European allies. The absence
stamps to build a Russian heritage r
tional economic and ideological ties.
Paths Ahead

This analysis raises several questions that would seem to merit study. An ob
one is whether the profile of issues in Russia's first three years continued int
next five or ten years. Did issues continue to focus on themes that promote Ru
identity and nationalism, or did more international stamps appear? Were no
Russians- of whom many live in areas that border the Central Asian and Bal
states- ever the subject of stamps? Did Russia ever commemorate its Soviet per
If so, with what images? And, finally, did flags and maps eventually emerge as
portant symbols on Russian stamps? Answers to these and related questions
help us further understand the emergence of popular nationalism in Russia.
questions merit contributions by social scientists other than geographers with
terests in the political iconographies of emerging nationalism, transborder reg
alism, and region building (Flusty and others 2008).
Future inquiries will be aided by investigating the role of the Council of t
Philatelic, a board of specialists, philatelists, and dealers that now oversees deci
on the topics and designs of Russian stamps (Adibekovym 2009), as well as by
formation garnered from the Web sites of the Rossica Society of Russian Phila
(Rossica Society 2010), Norvic Philatelies (2010), the Worldwide Society of Rus
Philately (wsrp n.d.), and "A History of Russian Philately" (Rowell 2010).

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