Russia Destroyed 30 Years of Their Soft Power

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May 2, 2022

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Russia’s Involvement in Ukraine Contributes to Weakening its Soft Power

Russia has been engaged in a destructive invasion of Ukraine, costing the lives of over 23,000 Russian soldiers and civilians, and is now on day 68 of the conflict. Moscow’s goal appears to be the destruction of Odessa, with reports of brutal tactics used by Russian troops. The situation has elicited a significant backlash across the world, with more than 80% of Japanese citizens holding Russia accountable for the conflict.

Against this backdrop, Russia has struggled to assert its “soft power” globally, which relies on attraction, persuasion, and positive international engagement. This concept differentiates from “hard power,” which is based on coercion and force. Although Russia has tried to build its soft power through its participation in international events and cultural diplomacy, its invasive actions in Ukraine have crippled its global influence.

Under Vladimir Putin, Russia has attempted to promote its soft power, with some notable, albeit failed, efforts to host international events like the World Expo. However, Putin’s attempt to create a favorable image of himself speaking English was met with embarrassment, reflecting his discontent with being forced to confront the international community in an unfamiliar language.

In sharp contrast, Ukrainian President Zelensky has rapidly become the master of soft power, charming the international community with his public relation campaign and social media presence. Despite the dire consequences of Russia’s invasion, Zelensky continues to rally support for the Ukrainian people and their valiant fight, leveraging heartwarming symbols like a kitchen cabinet that survived artillery fire.

Russia’s efforts to regain its soft power have been undermined by reports of authoritarian rule, restrictive policies, and the abuse of free speech. Notably, the detention of a Russian citizen for wearing shoes with Ukrainian colors symbolizes the extent to which Russia is willing to use force to control its populace.

The future of Ukraine’s fight is uncertain, but it is clear that Russia’s brutal actions in Ukraine will lead to lasting damage to its global prestige and soft power. Despite the challenges ahead, it is possible that Ukraine might emerge stronger and more determined, as Zelensky’s message of perseverance and unity continues to rally international support.