The article examines the reasons why Russia’s soft power in Lithuania has only very limited impact. It is also argued that due to those reasons Russian soft power does not allow successfully achieving its foreign policy goals.
Lithuania remains one of the most prominent critics of Russia in the European Union; it has very low profile diplomatic contacts with Moscow; the Russia’s securitization is the core of foreign and energy policies while better relations are understood only in terms of bilateral trade. The article acknowledges that Russia has some soft power in Lithuania as some elements of nostalgia towards the Soviet past are felt and about 50 percent of respondents support creating better relations with Russia. However, I suggest that soft power efficiency is constrained by number of variables.
First, Russia understands soft power purely instrumentally – as a latent element which allows directly influencing other states and regions. Soft power elements are incorporated into Russia’s hard and sharp power, as the part of Gerasimov’s Doctrine and hybrid warfare elements, what in essence contradicts soft power approach. The perception and application of soft power creates problems for Russia to attract Lithuania and other countries, and even creates to a more cautious approach towards Moscow in neighboring countries.
Second, the historical context of Lithuanian – Russian relations limits Russia’s soft power. For the most part Lithuania has negative experience of bilateral relations since the partitions of the Commonwealth in the XVIII c., Russification and rebellions of XIX c., occupation, annexation, massive deportations and war of resistance in the XX c., lack of acceptance of equal partnership since the dissolution of Soviet Union, energy diplomacy. The context leads to securitization of Russia in Lithuanian foreign policy.
Third, the soft power of the European Union and the United States of America is much greater when compared to Russia’s. Being member of the EU Lithuania receives financial support which allows increasing quality of life and opportunities for free movement within the EU. Visa waiver allows easier visits to the United States of America.
Fourth, American and European cultural production dominates Lithuanian cultural space. Even Russian TV channels stated broadcasting in English, like RT. Younger generations of Lithuanians has lower Russian language knowledge compared to previous ones, the awareness and attractiveness of Russian culture decreases.
Finally, the Russophone minorities (Poles, Russians, Ukrainians) in Lithuania are comparatively small and politically divided. At the same time they enjoy all the benefits as Lithuanian citizens in the EU, despite expressing support for Putin’s policy, which can be explained as element of nostalgia.
To sum up, Russia’s soft power in Lithuania is limited and defined by the factors of Russia’s understanding and contradicting application of it, the acceptance of soft power by Lithuania’s state and population, competition with soft power of other actors and impact on Russophone minorities.
