Short for ‘democratic schizophrenics’, the ‘demoshiza’ tag also serves a useful purpose in conflating ‘democracy’ with ‘mental illness’. The word ‘democratic’ has an unhappy status in Russia: it is mainly used as an uncomplimentary synonym for ‘cheap’ and ‘low-grade’: McDonald’s has ‘democratic’ prices, the door policy at a particularly scuzzy club can be described as ‘democratic’ – i.e. they let anybody in, including the riff raff.