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The Soft Power in the USA and Russian Policy
This prospects for the use of the “soft power” by Russia and the United States are discussed in the paper. The author of the concept of the “soft power” is Joseph Nye, Jr., in whose opinion the critical problems that were facing the United States at the end of the Cold War, were not the questions how to effectively manage resources, but how to control the political environment by infl uencing other countries. The Nye’s argument, however, is based on the implicit assumption that other countries are seeking their advantage to tow behind the US policy because of the tremendous attractiveness of their values and culture. It is shown in the paper that the Russian intention to use the “soft power” is a relatively new trend in policy. The assertions that the Russian policy of “soft power” was ineffective in Ukraine are criticized in
the paper, and the conclusion is made that it was practically absent in the post-Soviet history of the relations between the two countries. It is shown that Russia used some methods of the “soft power” during the entire post-Soviet period,
but it was not a systemic feature of foreign infl uence. It is also shown that the assumption that the “soft power” may be based on the values of liberal democracy only is erroneous. New approaches to the understanding of “soft power” led
to the fact that in 2012 there was a turning point in the attitude of the Russian political leadership to the “soft power”. Vladimir Putin said in 2012 that he would like to see Russia’s foreign policy to be increasingly based on the “soft power”.
It is shown in the paper that Russia’s motives in her foreign policy should not be contextualized in “hard” aspects only. Russia demonstrates the desire and the ability to export her culture by means of the “soft power”. Russia’s experience in
usage of culturally charged foreign policy strategies demonstrates an understanding of the potential of the “soft power” by Russia’s authorities. It brought results, and Russia is among the leading countries in the effectiveness of the “soft
power”. It is proved in the article that the international attractiveness of Russia as a whole is based on political values, and that Kremlin is trying to offer an alternative variant to the Western political development project.
the paper, and the conclusion is made that it was practically absent in the post-Soviet history of the relations between the two countries. It is shown that Russia used some methods of the “soft power” during the entire post-Soviet period,
but it was not a systemic feature of foreign infl uence. It is also shown that the assumption that the “soft power” may be based on the values of liberal democracy only is erroneous. New approaches to the understanding of “soft power” led
to the fact that in 2012 there was a turning point in the attitude of the Russian political leadership to the “soft power”. Vladimir Putin said in 2012 that he would like to see Russia’s foreign policy to be increasingly based on the “soft power”.
It is shown in the paper that Russia’s motives in her foreign policy should not be contextualized in “hard” aspects only. Russia demonstrates the desire and the ability to export her culture by means of the “soft power”. Russia’s experience in
usage of culturally charged foreign policy strategies demonstrates an understanding of the potential of the “soft power” by Russia’s authorities. It brought results, and Russia is among the leading countries in the effectiveness of the “soft
power”. It is proved in the article that the international attractiveness of Russia as a whole is based on political values, and that Kremlin is trying to offer an alternative variant to the Western political development project.
Russia, foreign policy, the soft power, public diplomacy, nongovernmental organizations, mass media