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In this article, I adopt a structural approach to Russian soft power, switching focus from the supposed agent of power (Russia), towards the subjects of power (Ukrainians). I outline the applicability of this approach to empirical studies into soft power, demonstrating how soft power can be examined from bottom-up, discursively-focused perspectives.The empirical analysis then traces how Ukrainians...
The article adopts an interpretive approach to explore Russian soft power as a discourse that has emerged in response to Joseph Nye's hegemonic narrative of soft power. Russian elites are drawn to soft power for status and influence in the international system. Their discourse is influenced by Russia's dual great power identity shaped by a ‘love–hate’ relationship with the West. When Russia fails...
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