Russian public diplomacy in the 21st century: Structure, means and message

Many studies have focussed upon Western countries, such as the United States and members of the European Union, and how they engage with foreign publics. There is also an increasing amount of attention being paid to non-Western countries. The debate on soft power, for instance, shows that the concept is perceived and applied in a manner that differs from Nye's vision. This present article seeks to examine and analyse how and why the Russian state engages foreign publics with different communicational means and methods. Relations and approaches are much more pragmatic in the current situation, ideology seems to have been discarded. The current foreign policy concept gives context to positioning Russia, which not only gives Russia a certain role, but one that is set in relation to other international actors. Although, not all countries are treated the same, a different approach based upon a different set of assumptions produces a different understanding as to what programmes and means are needed. This produces a difference in approach between Western countries and those countries on the territory of the Former Soviet Union.