Kadyrov's role in comedy show stresses his craving for Putin's media image

By his PR actions, Ramzan Kadyrov emphasizes the image of an authoritarian leader, by borrowing features from the image of President Vladimir Putin, PR experts believe. Kadyrov's jokes and extravagant antics are caused by his desire to stand out, researchers of the Caucasus assert.

A joke video clip with Kadyrov starring was posted on the Instagram of the blogger, Artyom Kalaidjyan. In the video, Kadyrov coaches Kalaidjyan before a fight against another blogger. Kadyrov's "trainee" shows miracles of endurance, while his opponent faints from the stern look of the head of Chechnya.

The video has appeared amid Chechens' public apologies on the air, said political analyst Dmitry Oreshkin.

"Subordinates like, when the boss is naughty – it's a sign of self-confidence ... Kadyrov is joking, but it does not stop him from speaking harshly to those who 'disgrace the honour'," Mr Oreshkin has stated.

"The image of a formidable, tough and authoritarian leader is in demand in Russia," Alexander Likhtman, PR specialist, told the "Caucasian Knot" correspondent.

According to Mikhail Roschin, an Orientalist, the clip is intended to "soften Kadyrov's image among the population, and show that nothing human is alien to the head of Chechnya."

In his turn, Ruslan Gereev, an Islamic scholar, is sure that the clip is exclusively humorous; therefore, it's not worth searching for any political context in it.