Fatal attraction? Russia’s soft power in its neighbourhood

Much current analysis of Russian influence in its neighbourhood focuses on its use of 'hard power' tools. However, analysing Russia’s soft power efforts is no less important for understanding the full nature of Moscow's power strategy in its neighbourhood. The Putin regime perceives Russia as an alternative geopolitical pole with an anti-liberal social outlook, a type of ‘Conservative International’ in opposition to the West. Russia’s deep economic and social ties with neighbours (including significant minorities) and powerful media outlets, are elements that might help the Kremlin achieve its short-term foreign policy objectives. However, Russia’s willingness to use hard power to impose its objectives, and lack of positive vision to attract non-Russian populations in neighbouring countries, mean that its soft power is unlikely to endure in the long-term.