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There's a new catchphrase in Moscow's circles that aims to define what it means to be Russian.
It translates as the Russian cultural code.
It's a phrase that's left plenty of people scratching their heads.
Not many people in Russia know what it means, actually.
I think different people give different definitions.
This elusive idea has crept into every aspect of life.
We see it in entertainment industry, in cinema, in movies, TV shows, music, art.
fashion and definitely social media as well.
This isn't the grassroots movement.
The president has made the point of spelling it out again and again.
From about 2014, we see Putin saying Russian people,
unlike people from elsewhere in the world, they believe in a higher moral purpose.
They're less calculated, they're less pragmatic, their focus is not on themselves,
it's on the help of other people, and it's in our cultural and genetic code.
The Russian cultural code is widely invoked yet frustratingly vague and it has gone largely under the radar of Western media.
In this episode we go on a mission to crack it so we understand how Russians are meant to live by it.
Welcome to the documentary from the BBC World Service.
I'm Krasy Ivanova Tvik, and this is the Global Jigsaw from BBC Monitoring,