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2020 | Book

Introduction: EU-Russia Relations – Per Aspera ad Astra Read chapter Read first chapter

Strategic Communication in EU-Russia Relations

Tensions, Challenges and Opportunities

Editor: Prof. Dr. Evgeny Pashentsev

Publisher: Springer International Publishing

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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About this book

“This book is a timely reminder of the ties that join Russia and the European Union and the opportunities that still exist to improve a troubled relationship. The book does not shy away from the difficulties that the relationship currently faces, but seeks to find opportunities in these obstacles that could lead to improvements. With the voice of Russian scholars fully audible in this excellent collection of essays, this book provides an excellent opportunities for English-speaking audiences to learn more about this complex relationship.”Victor Bulmer-Thomas, Chatham House, UK
“The thinking of Evgeny Pashentsev in this volume presents an enlightening analysis and synthesis of the integration of the political, social, cultural and technological advances around the globe with respect to their impact on EU-Russia relations. His chapters are a must read for both scholars and strategic consultants who seek to understand the future of the paradigm shift taking place in these countries.”Bruce I. Newman, DePaul University, USA, and Founding Editor-in-Chief, Journal of Political Marketing
In this book the international team of EU, Russian and US researchers focus on the dangerous challenges of the current unstable international equilibrium and opportunities of the breakthrough for a better future. Eight chapters engage with a variety of issues, ranging from general tendencies and controversies in EU–Russia strategic communication and its political and economic aspects to reputation management of Russian companies in the EU and the psychological aspect of US sanctions in EU-Russia relations. Analyzing the security dimension, the authors focus on the geopolitical threats, opportunities and risks of advanced technologies such as artificial intelligence, robotics, cyborgization and human genetics.

Table of Contents

Frontmatter
Chapter 1. Introduction: EU-Russia Relations – Per Aspera ad Astra
Abstract
The introduction contains a brief history of the European Union (EU)-Russia relations and determines the importance of these relations under sharpening of international tension, modern challenges to international security and the increasing role of strategic communication as an important element of the foreign policy. Bringing together scholars from different countries and from various fields of study, this book explores the synchronization of governmental deeds, words and images in the realm of EU-Russia relations. The introduction gives a brief overview of the book chapters’ content and ends by the conclusion that for better mutual relations the EU and Russia should not infringe on each other’s basic interests. There’s a long and difficult path ahead, per aspera ad astra.
Evgeny Pashentsev

EU-Russia Strategic Communication: Tendencies and Controversies

Frontmatter
Chapter 2. Strategic Communication in EU-Russia Relations
Abstract
This chapter aims to identify the main content and features of strategic communication, paying special attention to its organization, efficiency and ethical dimensions. The challenges for strategic communication of the European Union (EU) in their impact on the relations with Russia are analyzed. There are serious grounds for imaging further degradation of EU-Russia relations—even up to the highly undesirable and dangerous point of collapse and the use of military means. However, at the same time, there are also opportunities to increase trust and, over time, craft-friendly relations between states—not only in Europe but through the world. Of course, this will require radical changes in different countries, taking into account their national backgrounds, historical experience and shared realities and trends of the twenty-first century.
Evgeny Pashentsev
Chapter 3. Focusing on Common Geopolitical Interests: Changing the Focus in EU-Russia Dialogue and Communication?
Abstract
The competing narratives between the EU and Russia have revealed parallel interpretations of the different ongoing crises. This “narrative war” has so far led to a worsening of relations at governmental level. It might be time to highlight the potential benefit of greater focus on common interests in order to improve communication among experts and politicians from the EU countries and Russia, and identify common geopolitical interests in order to engage in a strategic dialogue. This approach could help to circumvent the psychological warfare based on rival ideological narratives. The chapter analyzes the disadvantages of strategic communication of the EU, the existing challenges in the relations between the EU and Russia and the urgency of finding solutions for peace and prosperity among the peoples of Europe.
Pierre-Emmanuel Thomann
Chapter 4. Cooperation and Trust: When Russia and the European Union Listen to Themselves
Abstract
To have real cooperation between states it is necessary for both parties to truly want to cooperate not using agreements simply to create the time necessary to prepare and resume hostilities. Second, in order to obtain an effective cooperation it must bring profits to both parts, without a real disproportion between achievements. While analysing the relation between the European Union and Russia we should determine the “quantity of mutual trust” and find the easiest steps to strengthen it. Certainly, Russia does not appear to share the EU’s own perception of itself as the other major power on the continent and has continued to regard bilateral relations with the traditional “great European powers” such as Germany and France as the normal way of conducting relations with the EU member states. Although access to the EU’s market has been seen as an important objective by Moscow, the potential benefits of a closer political relationship are only gradually being appreciated. Both sides—the European Union and Russia—need each other. Basically, geography is both irreplaceable and a good argument for strengthening bilateral relations, because the future always belongs to those who cooperate.
Marius Vacarelu

EU-Russia Strategic Communication: Political and Economic Aspects

Frontmatter
Chapter 5. Character Assassination as Strategic Communication in EU-Russia Relations
Abstract
This chapter examines character assassination as a set of strategies used by conflicting parties in international affairs. Specifically, it views character assassination as strategic communication embedded in the context of political standoff. Mass media manufacture political conflicts by incorporating character assassination into their framing strategies and tactics. The chapter highlights differences between the European Union (EU) and Russia in their strategic application of character assassination, which inevitably contributes to the current geopolitical tensions between the parties. The authors advocate for future research into character assassination as strategic communication in the areas of international affairs, public diplomacy, and crisis communication.
Sergei A. Samoilenko, Marlene Laruelle
Chapter 6. Reputation Management of Russian Companies in the European Union in the Context of Russia and the EU’s Strategic Communication
Abstract
The chapter analyzes the reputation management of big Russian enterprises presented in the markets of the European Union (EU) member states. Central to the analysis of Russian business practices is the experience of raw energy companies, as raw materials currently account for the largest share of Russian exports. The Russian oil and gas giants, due to their privileged position, do not ensure their reputation as carefully as non-commodity companies (the experience of the latter is studied on the example of Sberbank). For the last years, the intangible assets of many Russian companies have fallen significantly. We try to prove that not only the internal problems of Russian companies, their reputation management mistakes, but also the intensification of psychological warfare in the EU media space plays some role in that.
Darya Bazarkina, Kaleria Kramar
Chapter 7. “Countering America’s Adversaries Through Sanctions Act”: The Psychological Aspect and Its Meaning for EU-Russia Relations
Abstract
The chapter analyzes sanctions as an important tool of US foreign policy. The main attention is paid to the psychological aspect of sanctions within the US strategic psychological warfare with Russia. The author pays a lot of attention to the purposes, forms, and methods of use of the Countering America’s Adversaries Through Sanctions Act in the context of the strategic psychological warfare, as well as to some possible areas of the Russian response to that law in the sphere of strategic communication. The influence of the psychological aspect of US sanctions on the deterioration of relations between the EU and Russia is considered.
Evgeny Pashentsev

EU-Russia Strategic Communication in Security Dimension

Frontmatter
Chapter 8. Global Shifts and Their Impact on Russia-EU Strategic Communication
Abstract
This chapter focuses on the changes in the global economy and geopolitics in the context of great shifts in technologies with special attention to artificial intelligence, robotics, cyborgization and human genetic engineering. Besides the current race of different countries in the development of the existing narrow artificial intelligence, the author analyses different global consequences of possible creation of general artificial intelligence. The author characterizes the current unstable dynamic social equilibrium and the prospect models for future social development. The author also examines the level of adaptation of these new realities, via strategic communication, by the EU and Russia, who are both strategic actors of the current world order ready for future great challenges that promise to transform mankind more radically than has ever happened before.
Evgeny Pashentsev
Chapter 9. Counter-Terrorism as Part of Strategic Communication: The EU’s Experience and Possibilities for Russia
Abstract
The chapter presents an analysis of the communication provision of the European Union’s (EU’s) anti-terrorist activities against the background of the growing threat of international terrorism. Tensions on the world stage and unresolved socioeconomic issues lead to the fact that terrorist organizations are turning to the rhetoric of social change in their propaganda. The case of the Islamic State (IS) shows an increasing opportunity for terrorists to use elements of strategic communication to achieve their political goals. In such circumstances, the very structure of counter-terrorist agencies, the content of strategic documents, and political and social factors that affect the nature of the measures taken determine the effectiveness of the communication provision for counter-terrorist activities no less than the use of propaganda or public relations.
Darya Bazarkina
Backmatter
Metadata
Title
Strategic Communication in EU-Russia Relations
Editor
Prof. Dr. Evgeny Pashentsev
Copyright Year
2020
Electronic ISBN
978-3-030-27253-1
Print ISBN
978-3-030-27252-4
DOI
https://doi.org/10.1007/978-3-030-27253-1