The Rise and Fall of Russia’s Soft Power. Results of the Past Twenty Years
Russia in Global Affairs
1 (January/March 2021))
118 - 145 p.
soft power, Russia’s soft power, Russia’s image, the Russian world, the Russian world
The article examines the evolution of Russia’s soft power strategy over the past twenty years. The author analyzes the goals the Russian leadership set when starting this work, and shows that those goals were not limited to improving the Russian image on the world stage. The following periodization of Russia’s soft power evolution is proposed: the rise (2000-2007/2008), institution-alization (2007/2008-2013/2014), and tightening (2013/2014-till present). The article explores how Russian soft power changed during these periods: what tools were used, what role formal and informal institutions played, and what ideas and values were used as a foreign policy narra-tive. The analysis of the evolution of the Russian strategy allows us to correlate different stages of its development with Joseph Nye’s concept, as well as to show the intermediate and final re-sults of its implementation.