The Potential of Russia’s “Soft Power”: The Problem of Effeciency

Abstract

The article analyzes the potential of Russia's “soft power” and its main content components, such as education, ideology and language influence. The author's point is that despite the presence of an impressive potential of soft power, Russia begins to lose positions not only in the far abroad, but also in the post-Soviet space. It is concluded that the reasons for the failures in many areas (including foreign policy) is the state of Russian management personnel. Research and practice clearly demonstrate that the effectiveness of management is directly predetermined by the quality of management decision-making, which in Russia is at a depressingly low level since the culture of thinking in our country is in decline. It is proved that the management of our country consists of people who, firstly, are not professionals, and secondly, are not united by a common integrative idea. This is the source of many failures in the application of “soft power” even in the CIS.