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From Soft Power to Counter-Normative Propaganda: The Case of the 2024 World Youth Festival in Sochi

  • 2025
  • OriginalPaper
  • Chapter
Published in:
Author
Andrey Makarychev
Published in
Russian Influence Operations and the War in Ukraine
Publisher
Springer Nature Switzerland

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Abstract

The chapter examines the evolution of Russian soft power into counter-normative propaganda, focusing on the 2024 World Youth Festival in Sochi. It explores how the festival, organized solely by the Russian government during the war in Ukraine, served as a platform for propagandistic narratives. The study highlights the fusion of hard and soft power, the politicization and depoliticization of issues, and the blending of left-wing and conservative ideologies. It also delves into the use of emotional appeals and the appropriation of Western concepts to justify Russia's actions. The analysis reveals how the festival contributed to the normalization of the war in Ukraine and the promotion of Russia's anti-Western stance. The chapter concludes by discussing the implications of these strategies for international relations and the potential long-term impact on Russia itself.
AI Generated

This summary of the content was generated with the help of AI.

This chapter is part of two academic networked projects: “The Long Arms of Authoritarian States: Suppressing Independent Voices Within and Beyond Their Borders” founded by Horizon Europe Program, and “Relational Approach to Strategic History Narrative” supported by the Estonian Research Council (grant PRG1716).

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previous chapter Severing Ties with Russia: The Effects of the Russo-Ukrainian War on Latvia
next chapter Russian Disinformation Narratives in the Election Campaign for the National Parliament Elections in Poland in 2023
Title
From Soft Power to Counter-Normative Propaganda: The Case of the 2024 World Youth Festival in Sochi
Author
Andrey Makarychev
Copyright Year
2025
Book
Russian Influence Operations and the War in Ukraine

Print ISBN: 978-3-032-01460-3

Electronic ISBN: 978-3-032-01461-0

Copyright Year: 2025

DOI
https://doi.org/10.1007/978-3-032-01461-0_12
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