Two performances in Moscow this week by England's Cheek By Jowl theater brought an understated yet highly professional version of Shakespeare's "Measure for Measure" to Russian audiences. They also proved that the idea of cultural exchange in Russia has not been abandoned since the early days of perestroika -- at least by some countries.Cheek by Jowl, which performed at the Chekhov Moscow Art Theater, was brought to Russia in part by the British Council, which does a commendable job of showcasing contemporary British culture to Russian audiences. Though an argument could be made that government-sponsored cultural programs are no longer needed now that borders have opened to the free flow of ideas, the British Council has only stepped up its activities.In the past year, the council has brought such events as the Th?‰tre de Complicit?, which the Russian press is still writing about as one of the 10 best performances of the year, the singer Marc Almond and a festival of the films of director Peter Greenaway that was attended by 27,000 people.The Council's cultural events -- as well as such events as the French Embassy's weekly film series and the Netherlands and Swedish Embassies' frequent exhibits, readings and concerts, to name a few -- make one wonder why the United States, which figures so largely in the Russian imagination, is not doing the same.American culture is hardly underrepresented in Russia, but it generally arrives via pirated videos in the Rambo-Avenger variety or hastily translated copies of the latest Stephen King and John Grisham bestsellers. Where are the drama performances, art exhibits and concerts -- classical, jazz, bluegrass -- that will show Russians there is more to American culture than what can be found on MTV?"Back in the '60s, '70s and '80s, we brought lots of singers, dancers and jazz groups, but we just don't do it now," said Bill Harwood, deputy public affairs officer at the U.S. Embassy. "The costs of sending those groups overseas are very high. The groups that really want to come, come themselves. Michael Jackson came on his own, Liza Minelli came on her own."It makes a certain amount of sense that the United States, which actively promotes the ideas of the free market in Russia, is leaving the cultural realm to the dictates of the market. But if the U.S. government has an interest in promoting a positive image of America abroad, and one that is not centered on commercialism, it would be wise to seek out some of the very worthy artists and performers who cannot afford a trip to Russia and give them a helping hand.