The Formation of the Russkiy Mir Propaganda Content: Evolution from “Soft” to “Hard” Power (2006-2014)

Abstract

The purpose of the article is to analyze the process of implementation into public practice of the concept of the Russkiy Mir as one of the main propaganda projects of the Russian Federation. The main attention is paid to the initial stage of the project, when Russia mainly used “soft power” in its foreign policy. The study is based on the methodology of criticizing public, primarily digital sources, which is based on the peculiarities of presenting information in these types of publications (their focus on a wide audience, simplified presentation of material, sensationalism, strong emotional coloration, the possibility of violating the laws of logic in the presentation of material, work to order, etc.). The results of the study showed that the Russkiy Mir was conceived as a political technology aimed at attracting the Russian diaspora to the strengthening of the Russian state through the return and comprehensive assistance of its most successful figures. On the other hand, it was planned to attract the attention of the leading countries of the Global South and receive their assistance (or neutrality). Over time, the main components of the Russkiy Mir were adapted to different population groups: residents of Russia, Russian-speaking inhabitants of the former Soviet republics, Russian-speaking migrants of various waves (with Russian imperial or Soviet identities), non-Russian-speaking populations of NATO-opponent countries, states of the former socialist camp, conservative-minded masses and individual leading representatives in developed countries.  For each target group, the ideological content of the Russkiy Mir was diversified.  At the same time, a “course” for the resumption of Russian “greatness” was launched inside the country, and quite quickly turned the broad masses of the Russian population to the idea of neo-imperial revanchism.