10. Russia’s Public Diplomacy: Navigating the Shadows of the War in Ukraine

The chapter explores Russian public diplomacy in response to the Ukraine conflict, highlighting efforts to influence global perceptions through disinformation, propaganda, and historical tactics from the Soviet era. The research recognizes the intricacies of Russian methods and their global ramifications while acknowledging the inherent challenges of Russia’s public diplomacy model. The chapter empirically validates the hypothesis that Russia’s public diplomacy employs strategies, tools, and narratives tailored to its authoritarian government, setting them apart from typical liberal democratic approaches. The chapter also identifies specific strategies aimed at neighboring countries and the West, particularly emphasizing the post-Soviet dimension characterized by deviations from traditional soft power narratives. The chapter’s findings shed light on how authoritarian regimes engage with the global public sphere during periods of international tension and conflicts, challenging prevailing notions about soft power dynamics and providing insights into the multifaceted impacts of Russian actions and objectives on other countries.