FORMATION PECULIARITIES OF THE RUSSIAN FEDERATION IMAGE IN THE POSTBIPOLAR PERIOD OF DEVELOPMENT OF INTERNATIONAL RELATIONS
DOI:
https://doi.org/10.29038/2524-2679-2021-01-125-138Keywords:
public diplomacy, soft power, image, state branding, propagandaAbstract
The article examines the key factors that influenced the image formation of independent Russia after the Soviet Union collapse. Based on the works analysis of the domestic and foreign scientists, the main soft power tools for the country's image formation are identified. It is noted that the doctrine of Russia's revival is based on the principles of "division of the Russian people" and its right to reunification with the possibility of using the hard power methods.
The usage of the main soft power tools in the context of the "Russian World" concept is analyzed. It has been taken into account, the functioning of the Foundation for the Public Diplomacy Support named after O. Gorchakov as a soft power lever and the implementation of his annual research and educational project "Dialogue for the Future".
The statistics that were collected by the Russian Center for the Public Opinion Study and the Pew Center, confirmed the hypotheses about the Russian image assessment its citizens and foreigners.
On specific examples of news articles published on the Internet resources "Pravda.Ru" and "Russia Today", it is demonstrated how the media affects the formation of internal and external image of the Russian Federation. Propaganda which is spread by the Kremlin media has destructive influence on the temporarily occupied Donetsk and Luhansk regions. It has been studied that headlines are a particularly effective tool for spreading propaganda.
It has been suggested that the most effective and efficient ways of changing Russia's image in the eyes of the international community and its own citizens could be real positive changes in all spheres of Russian society. Such as democratization of the political system, improvment of the Russian economy, fight against corruption, development of domestic business, guarantees to foreign companies, increase of level and improvement of quality of life of the population.
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