1. ‘Russification’ of ‘Soft Power’:
Transformation of a Concept
Yelena Osipova
School of International Service
American University, Washington, DC

2. Soft Power
- Joseph S. Nye, Jr. (1990)
- Appeal & attraction  shape preferences
- Resources:
- Culture and attractiveness
- Political values
- Perceived legitimacy of policies

3. Critique: Hegemony?
 Gramsci: reproduction of a given social order
 Ideational as well as material means
 “Universal ideology”
 “Historic bloc”: an articulate network of social
institutions that reinforces hegemony
 Not entirely coercion-free

4. American Soft Power?
 Parallels: soft power & hegemony (Zahran & Ramos, 2010)
 American global hegemony?
 Global popularity:
• “de-Westernization”

5. Russia: The Context
 Prominence in mid-2000s
• Putin’s 2nd term:
more assertive FP
• “Color Revolutions”
• NATO expansion
 Geopolitical lens

6. Reinterpretation
 Sovereignty & “sovereign democracy” (Surkov)
• Resist American meddling
• Basis for Russian soft power: no strings attached
 “Color revolutions” as America’s “historic bloc”
 Response: enhance Russia’s own soft power

7. Recontextualization
Nye’s framework:
 Culture & attractiveness:
• Rich heritage, multiculturalism, Russian language, &
conservative “moral pole”
 Attractiveness of political values:
• Diversity, tolerance, & inclusiveness
 Legitimacy of policies:
• Respect of sovereignty; holding US accountable

8. Tools & Mechanisms
 Many borrowed from others & the past
 Foundational:
• Russian language
• Humanitarian cooperation
 “Compatriots abroad”

9. Example: Ukraine/Crimea
 #Euromaidan seen as Western intervention
 Threat to Russian interests
 Large Russian/Russian-speaking population
 Vast network of cultural/social diasporan orgs.
 Activated to promote Russian interests
 Crimea: success case

10. Conclusion
“For Russia, soft power doesn’t have to mean being a softy.”
Pavel Koshkin & Ksenia Smertina, Russia Direct, March 17, 2014