| Summary: | The ongoing polarization of European society in the political-ideological context is apparent. This polarization causes considerable tension in society. Sophisticated soft power based on political values and policies that Russia has been using against the West especially since 2012 is a power struggle for people’s minds and souls. Russia does not only try to undercut faith in Europe and its institutions among its citizens, but it also aims to offer a “better” alternative. There is an increasing effort to create an alternative value universe against the “nihilist” and “decadent” West – not only in Russia but also in the whole World. There is quite a visible ambition from the Russian side to become the “illiberal” world leader. This contribution has been drawn up in the context of this urgent issue. The article examines whether Russian soft power fulfils the criteria of attractiveness or just coercion, and what Russia is pursuing by promoting this form of power.
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