Main goals of CEEPS:Main goals of CEEPS:

to contribute to Latvia’s foreign policy development, carrying to contribute to Latvia’s foreign policy development, carrying out research in the sphere of East European countries policy, out research in the sphere of East European countries policy, history and economy;history and economy;

to develop cooperation with Latvian and foreign research to develop cooperation with Latvian and foreign research institutes and the other organizations;institutes and the other organizations;

CENTRE FOR EAST EUROPEAN CENTRE FOR EAST EUROPEAN POLICY STUDIES (CEEPS)POLICY STUDIES (CEEPS)

Soft Power and Russia’s Compatriots Policy in Soft Power and Russia’s Compatriots Policy in Post Soviet AreaPost Soviet Area

Joseph S. Nye about Soft PowerJoseph S. Nye about Soft Power

Sources of Soft PowerSources of Soft Power

InstrumentsInstruments

Concept “Russian World” as Soft Power projectConcept “Russian World” as Soft Power project

Power in Global Information AgePower in Global Information Age

BehaviorsBehaviors Primary Primary CurrenciesCurrencies

Government Government PoliciesPolicies

Military PowerMilitary Power coercioncoercion

deterrencedeterrence

protectionprotection

threats threats

forceforcecoercive coercive

diplomacydiplomacy

warwar

alliancealliance

Economic Economic PowerPower

inducement inducement

coercioncoercionpaymentspayments

sanctionssanctionsaidaid

bribesbribes

sanctionssanctions

Soft PowerSoft Power attractionattraction

agenda settingagenda settingvaluesvalues

cultureculture

policiespolicies

institutionsinstitutions

public public diplomacydiplomacy

bilateral and bilateral and multilateral multilateral diplomacydiplomacy

Soft Power isSoft Power is ... the ability to shape the preferences of others... the ability to shape the preferences of others

... the ability to attract, and attraction often leads to acquiescence... the ability to attract, and attraction often leads to acquiescence

... the ability to get others to want the outcome you want because ... the ability to get others to want the outcome you want because of your cultural or ideological appealof your cultural or ideological appeal

A country may abtain the outcomes it wants in world politics A country may abtain the outcomes it wants in world politics because other countries – admiring values, emulating its example, because other countries – admiring values, emulating its example, aspiring to its level properity – want to follow itaspiring to its level properity – want to follow it

... a key element of leadership. The power to attract – to get ... a key element of leadership. The power to attract – to get others to want what you want, to frame the issues, to set the others to want what you want, to frame the issues, to set the agendaagenda

Before Nye...Before Nye... The thinking behind the cocept of soft power can be traced even The thinking behind the cocept of soft power can be traced even

back more than 2,000 years.back more than 2,000 years.

In ancient China, soft power was perceived stronger and more In ancient China, soft power was perceived stronger and more powerful than hard power, as suggested by proverbial wisdoms: to powerful than hard power, as suggested by proverbial wisdoms: to use soft and gentle means to overcome the hard and stronguse soft and gentle means to overcome the hard and strong

Morgenthau (1967) identifies nine elements of national power, Morgenthau (1967) identifies nine elements of national power, among which national character, national morale, the quality of among which national character, national morale, the quality of diplomacy and the quality of government are closely associated diplomacy and the quality of government are closely associated with intangible sources of power, that is , soft power. with intangible sources of power, that is , soft power.

Sources of Soft PowerSources of Soft Power

Culture (in places where it is attractive to others)Culture (in places where it is attractive to others)

Political values (when it lives up to them at home Political values (when it lives up to them at home and abroad)and abroad)

Foreign policies (when they are seen as Foreign policies (when they are seen as legitimate and having moral authority)legitimate and having moral authority)

Some examplesSome examples The USSR placed great emphasis on demonstrating the The USSR placed great emphasis on demonstrating the

superiority of its cultural and educational system, spending superiority of its cultural and educational system, spending large sums on the arts.large sums on the arts.

The Bolshoi and Kirov ballet companies and Soviet The Bolshoi and Kirov ballet companies and Soviet symphony orchestras attracted wide acclaim.symphony orchestras attracted wide acclaim.

USA: Hollywood, democracy, freedom of religion, etc.USA: Hollywood, democracy, freedom of religion, etc.

Japan: arts, restourants, Honda, Sony, etc. Japan: arts, restourants, Honda, Sony, etc.

The Nature of Soft PowerThe Nature of Soft Power Power dpends on context – who relates to whom under Power dpends on context – who relates to whom under

what circumstances – but soft power dpends more than what circumstances – but soft power dpends more than hard power unpon the existence of a willing interpreter and hard power unpon the existence of a willing interpreter and receivers’receivers’

Soft power is context specific, taht is, a form of soft power Soft power is context specific, taht is, a form of soft power is relevant to only one specific country or a specific group in is relevant to only one specific country or a specific group in that countrythat country

Soft power, in general, in not controlled by the government Soft power, in general, in not controlled by the government or singl organisation. Soft power comes in various sources or singl organisation. Soft power comes in various sources owned by non-state actors.owned by non-state actors.

Exceptions...Exceptions...

ToolsTools

Public DiplomacyPublic Diplomacy

N.G.O.N.G.O.

Mass mediaMass media

Russia’s Compatriots PolicyRussia’s Compatriots Policy

Part of Humanitarian Trend of Foreign policyPart of Humanitarian Trend of Foreign policy

Institutions involved Institutions involved

Law and programsLaw and programs

AimsAims

Concept ‘Russian World’Concept ‘Russian World’ Authors: Authors: Пётр Щедровицкий, Ефим Островский, Пётр Щедровицкий, Ефим Островский, Татяна Татяна

ПолосковаПолоскова,, Валерий Тишков Валерий Тишков and othersand others. .

‘‘RussiaRussiann World’ as the idea of an integral element of World’ as the idea of an integral element of contemporary civilization. ‘Russia’s World’ has emerged as contemporary civilization. ‘Russia’s World’ has emerged as the idea tantamount to a cultural phenomenon which will the idea tantamount to a cultural phenomenon which will unify all Russian-speaking people. unify all Russian-speaking people.

One advantage attributed to this term is that it considered One advantage attributed to this term is that it considered that it unites all the various eras without legal that it unites all the various eras without legal consequences ranging from waves of Russian-Nationals consequences ranging from waves of Russian-Nationals emigrating from Russia to a new life overseas, as well as emigrating from Russia to a new life overseas, as well as the Russians who emerged overseas beyond Russia’s the Russians who emerged overseas beyond Russia’s boundaries after 1991boundaries after 1991

‘‘Russian World’ and CultureRussian World’ and Culture Culture as tool of Foreign policy (2007)Culture as tool of Foreign policy (2007)

The role of languageThe role of language

Civilization and valuesCivilization and values

Target groupTarget group

AimsAims

Actors and ToolsActors and Tools

‘‘Russkiy Mir’ FoundationRusskiy Mir’ Foundation

N.G.O.sN.G.O.s

TV Channel ‘Russian World’TV Channel ‘Russian World’

ProblemsProblems

‘‘Self – cancelling effect’Self – cancelling effect’

Double standartsDouble standarts

Lack of universal ideaLack of universal idea

Thank you!Thank you!

Centre for East European Policy Centre for East European Policy Studies, Riga, LatviaStudies, Riga, Latvia

andis.kudors@appc.lvandis.kudors@appc.lv