Chapter 5. Conclusion
5.4 Closing Remarks
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Western policies. Firstly, such state of affairs originated an opinion among foreign citizens that Russia distances herself from other members of global community, points out her exceptionalism and acts the Cold War-like. Secondly, the continuous translation of the related information irritates the target audience and results in the growing indifference to the position of the Russian Federation and its media.
Thematic versatility, including the coverage of less conflictive but still noteworthy topics could attract more viewers and readers and iron out the difficulties in apprehension by the overseas publics.
• To aim for linguistic multiplicability
At the moment of the study completion (the mid-year of 2017) Russian international media operate in 5-7 foreign languages in general. The expansion of linguistic services and translation of the broadcasting into more foreign languages could not only enlarge the target audience of the information sources’ users, but to develop a reputation of a user-friendly news outlets as well. In other words, cultural contiguity and eagerness to walk a mile in the viewers’ or readers’ shoes raises the chances for the thaw in attitudes towards Russia.
5.4 Closing Remarks
The best way to explain the significance of international image-building and the public diplomacy for the Russian Federation is to start from the basic simplistic approach. Being the largest country in the World situated both in Europe and Asia, Russia finds oneself on the crossroads of diverse cultures, values, and propositions for cooperation. To such extend, the country is in need to maintain peace with neighboring countries and to find a key approach to every partner.
Some claim, Russia gets involved into interstate communication in different regions, due to its expansionistic nature and craving for power. We see the whole story differently.
Multiculturalism and federalism are two pectorals of Russian statehood: from the both sides of the Ural Mountains live people, who devolved the authority to govern them to the federal Government.
As a consequence, the Government is under obligation to protect their interests, no matter where they live, in the European or Asian part of the state.
From geographic perspective, the distance between Moscow and Petropavlovsk-Kamchatsky in the Russian Far East is enormous, so that many people from Eastern lands often travel to Northeast Asian countries and rarely, or even never, come to the capital. How could the executive branch of power protect interests of citizens of Eastern territories at its best? Obviously, it would try to integrate this regions into the communication with contingent countries, for it would
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be easier for them to associate values and elaborate mutual expectations from the dialogue, not to speak about economic expediency of this kind of collaboration.
In light of this, the Russian Federation needs to pursue the reputation of a trustworthy partner in all parts of the World, because its leaders do not have the right to exercise any kind of policy in favor of one region and giving up on other. That is why today Russia is among states, which take the public diplomacy and image-building very seriously, and experience substantial material and moral losses, when the international image encounters difficulties.
The particular study has reached five research objectives:
1. conducted the historical analysis of the image of the Russian Federation since the collapse of the Soviet Union until the end of 2015;
2. identified the main features, shortcomings and advancements of Russia’s public diplomacy and outlined the scope of its functions;
3. summarized the contemporary public attitude towards Russia on the international arena, scrutinizing the international press and public opinion among the National Chengchi University fellows;
4. defined the spheres which provoke concern of foreign audiences;
5. offered the set of propositions for Russia’s successful image-building and a better understanding of her policy abroad.
The study was initially aimed at defining the most distinctive factors which form the image of the Russian Federation on the international arena. Three most influential features are following:
• Russian culture, history, and people, who set the tone for the further interaction with foreigners;
• the image of Russia’s political leaders, which nowadays receives international disapproval;
• Russian foreign policy image, which equals aggression and breach of international law from the global community perspective.
Answering to the main research question of the current study, the main problems which prevent the Russian Federation from the development of the positive impression among foreign audiences are listed below:
• actions of Russian leaders and political elite, which contravene with the expectations of their international counterparts;
• the lack of information about the country, in terms of the general public unawareness of Russian news sources;
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• Russia’s foreign policy, which determinative and strong-minded character originated disapproval of international community;
• imperfect conditions of Russia’s public diplomacy and image-building policy.
As the international image of the country is associated with its foreign activities, the margins for the attitudes enhancement lie within the scope of the public diplomacy, particularly in its non-political realm, as expanded in the Section 5.3.
The chances for change exist, however, the leaders of the Russian Federation still stay firm on the principles of the foreign policy, thus one could place hopes on citizen and people-to-people exchange, for cultural aspect proved to be influential in the public diplomacy realization.
The topic of the paper is very significant and could be developed into a more detailed study.
Through the lens of the limitations of the particular work mentioned in Chapter 1 and encountered during the research process, there are some suggestions for the possible future analysis:
• to enrich theoretical basis with the publications of international scholarly and official documents issued during and after 2017;
• to expand empirical basis adding interviews with Russian officials responsible for creation, implementation, and evaluation of the public diplomacy;
• to enlarge the target audience of the sociological survey and to edit the questionnaire in accordance to the changed circumstances within the Russian Federation and on the international arena;
• to try to overcome linguistic barriers and to use sources in different languages, in addition to English and Chinese, with the help of external experts and translators;
• to conduct comparative analysis, juxtaposing the empirical evidences of the current study with the ones collected in the future.
Finally, we would like to express our hope that the public diplomacy would develop and gain significance within the foreign policy of the Russian Federation, regardless of the conditions of international relations. Indisputably, when traditional diplomacy fails to drive the matters from the dead-lock, the public diplomacy could be handy at preserving connections with the ‘outer space’. Nonetheless, the PD is originally designed to be a long-standing approach to interstate communication, demanding strong ties with foreign citizens, that is why overuse of the momentary initiatives within it would not be beneficial to an international actor. The experience of many countries prove, strategic thinking is vital for the construction of a state image and for the realization of its interests in a globalized World.
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