From Russia, with love (and other values): a social constructivist evaluation of Russian public international diplomacy as a tool of soft power in Brazil between 2003 and 2014

Abstract

The thesis examined the concept of Russian soft power in South America, with a particular focus being placed on the image and narrative projected via state documents between 2003 and 2014. In spite of the dominance of Western influence over both the theoretical and empirical concept of soft power, Russia has managed to establish a narrative foothold within like-minded states through ideological and diplomatic efforts in geographically distant states such as Brazil. The study supports the ongoing academic trends of a more critical approach towards soft power by focusing on novel aspects of research such as but not limited to (I) centring the experiences of the receiving state of the soft power, (II) evaluating the success of soft power practises on the basis of change within the receiving state; and (III) referencing the conservative soft power potential, critical to the original conception of Nye. The work builds on the works of Keating and Kaczmarska as well as Jane Bially, filling in the lacuna of both empirical and theoretical knowledge with regard to Russian soft power in South America. Utilising qualitative discourse analysis of key Russian statecraft actors and official documents, the thesis uncovers the elements of Russian soft power that resonate most with Brazil. The findings highlight the role of anti-Western sentiment, the pursuit of global influence, shared values, and strong leadership in Russia’s soft power strategy.