Russia and the EU Soft Power

8/9/2019 Russia and the EU Soft Power

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Structure of the LectureSoft power meaning and denition, evolution

of the concept, current debates, main critics;

the EU debates on normative and civiliannature of the power;

Russias soft power learning how to be smart

!ain problems of the Russia"EU soft powercooperation


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o " ar an marPower

emerged in the earl# $%s in the publications ofUS scholar and foreign polic# practitioner, &oseph'#e;

Soft power " the power of attraction, whichenables one to ma(e others )want what #ou

want, and do what #ou want, althoughvoluntaril# through their cultural a*nit# with theone who wields the power;

soft power is e$ercised %& state in in aeacefull" cooerati'e manner

+ard power use of coersion and pa#ement;

)smart power a combination of soft and hardpower -bilit# to use it porperl# attractivenational economic model or e.ective peace(eeping operations conducted b# states arm#that at the end contributes positivel# to theinternational image of the state that provides

such policies


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Smart /ower 0nstruments and

Resourcesinstruments are such

as public diplomac#,broadcasting, e1change

programs, developmentassistance, disasterreliefs, militar#"to"militar# contacts,international /R,reputationmanagement, nation"branding, nall#propaganda

2hus, we can state thatsoft power 3smart power4rests primaril# on

combination of threeresources its culture 3inplaces where it isattractive to the others4,its political values 3when it

lives up to them at homeand abroad4, and itsforeign policies 3when the#are seen as legitimate andhaving moral authorit#4


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Smart /ower 0nstruments and

Resources0nstruments

public diplomac#, broadcasting, e1change programs, development assistance, disaster reliefs,

militar#"to"militar# contacts, international /R, reputation management,nation"branding, nall# propaganda

Resources

culture; political values ; foreign policies 3need to seen legitimate and having moral authorit#4


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5ritics6estern"based power structure dominated

b# the US viewed as a global hegemon

/resence of hegemonic power ma(es itclearl# impossible to accumulate soft powerwithout a solid )hard power base;

Relationships between hard power and softpower is not reall# clear and ma(es a lot ofconfusion;

+ow can ordinar# people in7uence foreignpolic# decisions and foreign polic# ma(ing80s it possible in real life8


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The EU de%ates - (ormati'e

Power Euroe

2he E'/ was introduced in 9%%9 b# Europeanscholar 0an !anners;

'ormative basis of the EU, which predisposes itto act in a normative wa# in world politics;

) three sources of )normativit#historical conte1t ;

h#brid polit#;political legal constitutionalism

5ase stud# " how the EU and its member statesactivel# mobili:e on the abolition of the death

penalt# worldwide


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Ci'ilian and *ilitar& PowersCivilian poweris an actor

which uses civilianmeans for persuasion, to

pursue civilian ends, andwhose foreign polic#ma(ing process is subectto democratic control orpublic scrutin#

0deal t#pe civilianpowers -ustria,


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The EU de%ates on normati'e 'sci'ilian ower


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Russias soft power learning how to be smart

Soft power and the importance ofpublic diplomac# came to the attentionof Russian polic#"ma(ers around the

mid"9%%%s;

=e# foreign polic# documents the and the9%?% -ddendum, 9%?@ containreferences to the importance of publicdiplomac# activities in the elds ofcultural and humanitarian cooperation,information support, and positiveimage ma(ing 2he notion of softpowers emerges in the


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=e# 0nstrumentsRossotrudnichestvo 32he


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/ublic Biplomac#)0nformation support initiatives " Russia Beyond

the Headlines;Russia Today (RT);

Eventspolitical li(e "> summit in Saint /etersburg 9%%F

and the -/E5 summit in Aladivosto( 9%?9;Sports li(e Universiade 9%?@, the 6inter Gl#mpics in

Sochi 9%?C and the 6orld 5up in 9%?>;

5ultural #ears of Russia abroad, Eurovision contest

9%%$ and Russias pri:ewinners positions in thiscompetition etc

+elp of /R professionals " the -merican"basedcompan# =etchum, that could wor( on itsreputation problem and promote a positive imageof Russia abroad


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Peculiarities of Russian use of

soft ower concetfocus on the region of the former Soviet Union

the 5ommonwealth of 0ndependent States350S4 and the Haltics;

little attention towards 6estern nations,although Russias leaders have long beenconcerned about the countr#s image andperceptions in the 6est;

Russias main soft power instrument is thegovernment ,which ma(es it balancingbetween public diplomac# and propaganda


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!ain problems of the Russia"EU soft power cooperationwe can state that now this resource does not wor(ver# well

0ndeed, the image of Russia is improving in Europe,the EU remains the most attractive place forRussian tourists, students, business but still we donot use our soft power possibilities in ma1imum

0f we loo( wh# Russia is popular, we will see that

this is because of more or less )independentfactorsthe new generation;

oil factor;

decreased its militar# in7uence

Documents

Russia and the EU Soft Power