Military Review

Soft Power - soft power “made in USA”

For many years I have been confronted with the grinding of an endless, painful topic: why do we Russians not know how to achieve our goals with the same political technologies as the Americans. What needs to be done to improve and improve?
I want to try to bring some clarity to this sore subject. I'll start with personal experience. It was spring 1998 of the year, preparation for one of the first “color” revolutions in Eastern Europe was under way in Slovakia, but nobody knew about that then. The US was preparing a big war in the Balkans, nobody knew about that either. America needed guarantees of passage through the airspace of Slovakia, where the authorities were stubborn and “pro-Russian” Prime Minister Vladimir Mechar, who enjoyed mass popular support. Mechar interfered, it was decided to change Mechar, and under the painfully familiar American slogan "we want change", the US ambassador to Slovakia collected and built up an anti-Metropolitan coalition in battle order.
At that time I was the editor-in-chief of a social political weekly. An American diplomat, the second or third person of the embassy, ​​suddenly turned to me with an unexpected offer.

- Why don't you create a non-governmental organization?

- And what is it? - I asked.

- How do you not know? - the American was surprised. - Everyone knows, but you do not!

I confessed my ignorance and listened to a quarter-hour lecture. Its essence: if I create a new nongovernmental organization that will be biased against Mechar one way or another, the US Embassy offers money.

I was surprised, but did not refuse immediately. I was at that time criticizing the Mecara openly and consistently — not for pro-Russianness, but for political utopianism. Moreover, as time has shown, the criticism was quite reasonable. But nobody ever offered me money for this kind of creativity. I myself was the publisher of my books, I remain to them to this day.

Two days later, an American appeared with a pile of papers weighing one and a half kilograms and with a proposal to fill them. Noticing that I was not inclined to do this, he said that his staff would help me. You just have to go to the embassy. After that, I put the paper in the bottom drawer of the table and forgot about it.

But not for long. At that time, no one perceived the anti-Khim campaign in Slovakia 1998 as a “color revolution”. There were no Maidan, there was just a political campaign of all united against one popular Mechar. But behind it stood the USA with all its soft influence in the fist. And the chance of Mechar was not.

The essence of "Soft Power"

This is not soft power. And all the more not a soft power.
This is the American technology of taking power in a foreign country and its transfer to the people that are needed at the moment. Technology coups.
Nonviolent technology - and this is the main thing that distinguishes "Soft Power" from the revolution with the storming of the Winter Palace.
The “Soft Power” technology does not take power to hold it or, God forbid, something to reform. Although the word "reform" for many years was a sacred spell in all post-communist countries, Russia is not excluded.
"Soft Power" is used to take power for a short time, to take property for a long time, and even better forever. The word "rob" sounds indelicate, but accurately describes the essence of the process.

After the overthrow of the Mechar in 1998, which, although it won the election, was not allowed to form a government, all strategic enterprises of Slovakia that were interested in America were handed over to the United States in record time. First of all, the metallurgical plant VSV in Kosice, mixed cards in the game for European markets. Combine given concern US Steel.

In addition to weaning property, other results are achieved with the help of “Soft Power” - as a rule, of strategic importance. For example, a military base is needed - and in Central Asia they suddenly begin to fight for freedom; it is necessary to control the transit of oil and gas - and the Caucasus, then Turkey, then Greece will fight for freedom. Everyone will fight - “Soft Power” is able to attract the masses to the struggle for American values.

The mechanism of "Soft Power": the sequence of steps

First, “Soft Power” is looking for and finding agents of influence among the local elites. Not spies, not scouts, but guides of their will. This is the main and decisive step.

Without Gorbachev and Yeltsin, Russia's pro-American 1991 – 1999 could not have happened. If local elites are scarce, agents of influence are imported directly from the United States — all expatriates are good in America. And if suddenly a new president is urgently needed in Afghanistan or Latvia or a promising Ukrainian banker Yushchenko needs a proper wife, America can easily find the right personnel in her bins.

The next, and no less important step, is placed under the control of the media. In small countries, they simply buy and not only work on “Soft Power”, but also generate income.

The loyal “Soft Power” journalistic pools are brought up in the media controlled. As a rule, very young people, almost children, are taken and teach them several simple tricks to serve the Soft Power media needs.

A network of non-governmental organizations and foundations is being created. Its main meaning is to prepare frames for “Soft Power”.

The “Soft Power” mechanism: financing

America more than anyone knows how to advertise with great fanfare its financial generosity in matters of “Soft Power”, but this is a brazen and very successful PR.

Once there was a clever slogan: “The work of saving drowning people is the work of the drowning people themselves.”

As applied to “Soft Power”, this slogan will sound like this: “The drowning of the floating is at the expense of the future drowning men themselves. With one hundred percent prepayment.

“Soft Power” is always and everywhere an insanely profitable enterprise. US influence agents, as a rule, are bought simply for promises or for pocket money. When “Soft Power” triumphs and the robbery is accomplished, agents of influence can again throw something at tea. Of course, a trifle is a relative concept. On the scale of Russia or even Ukraine, this trifle for pocket expenses of Yuschenka or Kasparovs to ordinary people does not seem like a trifle. But on the scale of US acquisitions, these are negligible costs. And often, for these meager spending, “Soft Power” finds some kind of fat bag who will come running with stolen money and ask for asylum. If the money bag brings a lot of money, he will get shelter, but he may still be asked: but help, support the shoots of freedom in distant Tibet, or at least in Mongolia.

The only thing that “Soft Power” never saved on was the scientific development of the technology of coups and their information and media support. To do this, thousands of institutions of various levels have been created in the USA, created decades ago, and new ones are constantly being created.

Why Russia does not have "Soft Power"

Therefore, why does not a mango tree bloom on Magadan? Other conditions.

Another reason is that “Soft Power” is not available to anyone in the world except the USA. This is an American invention, know-how, not as large-scale as the New York Stock Exchange, but also important.

Because the creation of “Soft Power” as a globally operating system of coups, at the behest of the United States, changing power where American strategists decide will take decades of intense mental and creative work by thousands of specialists. Which, and this needs to be emphasized once again, really happened in the USA - this is truly a civilization of emigrants, which, within the framework of Soft Power, effectively uses the advantages of its emigrant nature.

Another reason is that in “Soft Power” a purely trading approach is implemented, simple and accessible even to the most stupid, and therefore effective. Other peoples and civilizations, trying to influence their borders in their favor, mix up money, power, traditions, morals, emotions, prejudices. Interfere with the gift of God with scrambled eggs. But "Soft Power" is only scrambled eggs. And from the client's eggs, but so that the client did not notice.

And it turns out like in Ukraine, where Russia has reached the point that Ukraine seriously declares its aspiration to join NATO. Why did the Russian influence in Ukraine look so unsuccessful until recently, and so did the American “Soft Power” look victorious in the heyday of the “Orange Maidan”?

There are many reasons, but the main one is that the Ukrainian elites are completely disoriented towards Russia. Who is the pro-Russian politician in Ukraine today? The correct answer would be: yes, we are all pro-Russian! But there is no such answer at all. There is a ruling elite that fluctuates in the 50 hertz mode, which itself is hopelessly confused about the fact that for her, the elite, it is more profitable to be pro-Russian or pro-European. Or pro-American. Or navigate to mighty Georgia with its triumphant president.

Russia is a complex civilization, and “Soft Power” is a simple product for simple ones that works successfully, including in the harsh Russian conditions.

Historical Prospects for Soft Power

There is reason to suspect and hope that the era of "Soft Power" is heading for sunset. This does not mean that it will be better. But there may be something new and not necessarily of American origin.

“Soft Power” is a product of the world of money, which is also at dusk. If simplistic, “Soft Power”, like many other American products, operates with money and on the basis of money.

Their money will not be soon. In the form in which we all know their money. This means there will be nothing to buy - neither agents of influence nor the media.

And yet it is more or less distant future.

And what to do with “Soft Power” today, while it is still there and a lot? What should Russia do?

Attempts to create their own “Soft Power” in Russia are and are intensifying. And in itself it is good. And some results are already visible in the post-Soviet space.

Therefore, Russia needs “Soft Power” to study, while the old woman is still alive and tells a lot. Choose something useful, important for yourself, for the future.

Russia and Russians know how to learn and invent. The “Soft Power” phenomenon is weapon the enemy, which is primarily a subject for study.

To imitate, repeat, create new. But not “Soft Power” “made in USA”. Russia has other traditions, Russia is able and able to build long-term relations with the leaders of the many peoples inhabiting it. And while the democratic greed of the Russian elite remains a powerful factor, Russia does not need to buy the loyalty of its allies and vassals "for at least six months, in order to have enough time to privatize the gas pipeline."

Russia does not rob, Russia takes, relying on real power, and not on green zeros.
Russia and the Russians dominate and will dominate another question: “Man, tell me, who are you? Ours or not ours? ”Who said that this is wrong?

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  1. master 84
    master 84 17 September 2014 08: 11
    It’s better not to touch the bear
    1. MSA
      MSA 17 September 2014 08: 22
      The author is handsome, put everything on the shelves, mattresses have always done everything with the wrong hands, it is time for them to hand on hand.
      1. subbtin.725
        subbtin.725 17 September 2014 08: 28
        Quote: MSA
        , it’s time to hand them.

        And not only on them. I join.
    2. GRAMARI111
      GRAMARI111 17 September 2014 08: 37
      standard yank practice is luring women into their ranks
  2. spech
    spech 17 September 2014 08: 12
    very competently painted.
    1. Owl27
      Owl27 17 September 2014 08: 16
      Another confirmation: money rules the world ..... and greed
    2. Kostyar
      Kostyar 17 September 2014 09: 14
      no, they rule the world: greed and little crooks ...
      1. Ezhaak
        Ezhaak 17 September 2014 12: 16
        Quote: Bone
        rule the world: greed and little crooks ..

        And all this is controlled using Soft Power, which translates into Russian, as provocation! Well, without provocations, there’s simply nothing to go anywhere and nothing to be achieved.
      2. Oldwiser
        Oldwiser 17 September 2014 13: 18
        "... as long as the greedy people around are alive, we will not let go of our luck ..." song of Alice the fox and Basilio the cat from the movie "The Adventures of Buratino"
  3. borisjdin1957
    borisjdin1957 17 September 2014 08: 14
    from the Don.
    Yes, you need to learn, but you don’t need to adopt everything blindly. We are different!
    1. Trom
      Trom 17 September 2014 12: 09
      You need to learn, but you don’t need to adopt everything blindly. We are different!

      And the author doesn’t offer to adopt it; he just suggests studying and developing his own, so to speak, “Soft Power” and for this reason, we are not them.
      Therefore, Russia needs “Soft Power” to study, while the old woman is still alive and tells a lot. Choose something useful, important for yourself, for the future.

      This is so that, in addition to our positioning - "What is the strength of a brother?", We have something else, the same powerful and convincing, so that n **** ovish "things" with "dogs" values ​​"did not work, so that all of them would come konchitavyurst where we are !!
  4. oakim
    oakim 17 September 2014 08: 16
    well done author, everything is simply and intelligibly outlined)
  5. AndreyRS
    AndreyRS 17 September 2014 08: 17

    We, the citizens of Russia, the patriots of our homeland, respecting the democratic values ​​enshrined in our Constitution, consider the criminal aggression carried out by the political leadership against our neighboring sovereign state as unacceptable and destructive for our country and its people. The very possibility of this aggression was the result of dishonest and unfree elections of 2011 - 2012, which resulted in Putin and his entourage concentrating enormous uncontrolled power, both executive and legislative and judicial. At the same time, the cause and effect of this illegal concentration of power was total control by the authorities of the electoral system, political and information space. Contempt for law always gives rise to monsters: a fascist-type regime is rapidly forming in Russia, which, by all systemic features, is similar to the regimes of Mussolini and Franco.

    We demand:

    1. stop the aggressive adventure: withdraw Russian troops from Ukraine and stop the propaganda, material and military support to the separatists in the South-East of Ukraine;
    2. conduct a criminal investigation into the unlawful compulsion by the Russian authorities of Russian troops to participate in hostilities in the South-East of Ukraine, which led many of them to serious injuries and even death;
    3. stop the lies and propaganda hysteria on federal television channels, stop defamation and prosecution of citizens who publicly condemn aggression in Ukraine and the annexation of Crimea as a “fifth column”, give them the opportunity to freely express and defend their point of view in the media;
    4. stop taking and cancel the so-called anti-sanction measures that have already taken place, which caused a sharp increase in food prices, limited the rights of citizens to their consumer choice;
    5. stop the trade and gas war against Ukraine.

    Lyudmila Alekseeva, human rights activist, head of the MHG
    Harry Bardin, animation director
    Valery Borschev, human rights activist, member of the MHG
    Sergey Gandlevsky, poet
    Mikhail Gelfand, bioinformatist, doctor of biological sciences, candidate of physico-mathematical sciences
    Leonid Gozman, public figure, Historical Perspective Foundation
    Sergey Davidis, politician, Solidarity movement
    Andrei Zubov, historian, religious studies and political scientist, doctor of historical sciences
    Mikhail Kasyanov, politician, co-chairman of RPR-PARNAS
    Evgeny Kiselev, journalist
    Alexey Kondaurov, retired FSB Lieutenant-General, public figure
    Tatyana Lazareva, actress
    Arkady Lyubarev, political scientist
    Vladimir Mirzoev, theater and film director, set designer
    Boris Nemtsov, politician, co-chairman of RPR-PARNAS
    Andrei Piontkovsky, publicist
    Alexander Podrabinek, journalist, human rights activist
    Lev Rubinstein, poet
    Yuri Ryzhov, Academician of the Russian Academy of Sciences, public figure
    Alexander Ryklin, journalist, member of the Solidarity movement
    Zoya Svetova, journalist, human rights activist
    Georgy Satarov, sociologist, head of the INDEM Foundation
    Igor Kharichev, politician
    Peter Tsarkov, politician
    Ernst Black, a public figure
    Igor Chubais, philosopher
    Ilya Shablinsky, Ph.D., member of the Presidential Council for the Development of Civil Society and Human Rights
    Sergey Sharov-Delone, member of the “Committee 6 May"
    Victor Shenderovich, publicist
    Mikhail Schneider, politician of RPR-PARNAS
    Igor Yakovenko, journalist [/ b]
    1. Owl27
      Owl27 17 September 2014 08: 24
      Interesting Igor Chubais - a philosopher, a relative of Red?
      1. subbtin.725
        subbtin.725 17 September 2014 08: 34
        Mikhail Kasyanov, politician, co-chairman of RPR-PARNAS

        And this POLICY on FISH.
      2. igorkuzik
        igorkuzik 17 September 2014 09: 17
        This is his brother
      3. Petergut
        Petergut 17 September 2014 15: 50
        Quote: Owl27
        Interesting Igor Chubais - a philosopher, a relative of Red?

        Igor Chubais born in 1947
        Tolik Chubais born in 1955
        Daddy they have Boris Matveevich, so bro, tsuko.
    2. subbtin.725
      subbtin.725 17 September 2014 08: 31
      Quote: AndreyRS

      Listen - that's all, one solid GMO letter H.
      1. arane
        arane 17 September 2014 09: 54
        The letter G also sounds normal
    3. IPSC-2008
      IPSC-2008 17 September 2014 08: 35
      How many "truly Russian surnames" are on this list. "Real" patriots of their country.
    4. 102030dvs
      102030dvs 17 September 2014 09: 05
      Are we really so many idiots?
      1. subbtin.725
        subbtin.725 17 September 2014 09: 14
        Quote: 102030dvs
        Are we really so many idiots?

        And how many were encrypted?
    5. zao74
      zao74 17 September 2014 09: 20
      This is a deportation list!
    6. brumgilda81
      brumgilda81 17 September 2014 09: 24
      But this is already a vivid example to whom it has spread and those who became the conductors of the above described "soft power" technology. This is called no need to go far am
    7. onega67
      onega67 17 September 2014 09: 49
      Thank you AndreyRUS for the published liquidation list! or firing!
    8. Tanysh
      Tanysh 17 September 2014 11: 51
      Thanks for the list of surnames.
      Homeland must know the shifters.
      1. Trom
        Trom 17 September 2014 12: 16
        These are not shifters, rather miscarriages ...
    9. PATTIY
      PATTIY 17 September 2014 12: 04
      Quote: AndreyRS
      total control by the authorities of the electoral system, political and information space has become

      hmm ... wink
      and how then they managed to write and sign this appeal with such total control (though I don’t know to whom), without fear of the consequences.
      Maybe you didn’t like the recently introduced law on the mandatory informing of second citizenship. Maybe I didn’t like that something could be clarified at the same time.
      But let this miserable bunch stink. How many there are 20 or 30 on the hook and Soft Power's salary.
    10. Petergut
      Petergut 17 September 2014 15: 46
      Chet is not visible Andryukha Macaron.
  6. shishakova
    shishakova 17 September 2014 08: 19
    The wonderful truth about crooks)))
  7. bmv04636
    bmv04636 17 September 2014 08: 19
    no matter how this soft power itself swallowed up its sons of "light elves" not for nothing in the state of "light elves" the police are equipped at the level, and sometimes even better than the army.
  8. Committee
    Committee 17 September 2014 08: 19
    Their soft power does not cost anything without a fife column.
  9. saag
    saag 17 September 2014 08: 20
    "... As a rule, they take very young people, almost children, and teach them a few simple techniques."

    Well, yes - Seliger and the words of GDP that the Bolsheviks overthrew the tsar, ay-ay-ay
    1. Oldwiser
      Oldwiser 17 September 2014 13: 23
      the main fault is on the rotten heterogeneous intelligentsia, which has always fed itself from power and crap under this power.
  10. parusnik
    parusnik 17 September 2014 08: 21
    Russia, it is necessary to creatively approach this technology, it is enough to sit on the defensive, it is necessary to attack, at least so that in the post-Soviet space in the former republics of the USSR there would be "its own" and could not rock the boat .. You see, a holy place is never empty. .Just turned away and walked aside .. the place is taken and then problems ...
    1. Trom
      Trom 17 September 2014 12: 20
      He just turned away and stepped aside .. place taken and then the problems ...

      ... I would clarify take the place of usually fails, but shit, so do not go to the fortuneteller ..
  11. FC SKIF
    FC SKIF 17 September 2014 08: 24
    Russians are too straightforward than the Anglo-Saxons often used. We are closer to an honest open battle.
  12. Floock
    Floock 17 September 2014 08: 25
    The author, thanks for the work, is a very informative article. Gives an idea of ​​the question "Who is to blame?" Now please write "What to do?"
    1. Oldwiser
      Oldwiser 17 September 2014 13: 24
      knock down the dollar and blow out the global financial bubble
  13. lotar
    lotar 17 September 2014 08: 25
    Quite an interesting look at what is happening, perfectly explaining if not all, then many modern realities. I don’t agree about the fact that we are only developing similar techniques of influence. Throughout the history of Russia and the USSR, such techniques and most of we didn’t know about it. The work was also done in other countries. This applies to techniques such as TRIZ, even though initially created for completely different things.
    RUSOIVAN 17 September 2014 08: 28
    We still need to study: how to use it and fight it, we’ll come up with it. Thank you, we have enough smart people!
  15. Loner_53
    Loner_53 17 September 2014 08: 28
    And while the democratic greed of the Russian elite remains a powerful factor,
    this is our trouble, these are the weights that hang on Russia's feet angry
  16. nvv
    nvv 17 September 2014 08: 29
    .......... The World is ruled by the World Government. And these are the levers of the World Mission to Russia. Not to look for the faint of heart. The "kirdyk" will come
  17. andruha70
    andruha70 17 September 2014 08: 44
    Russia is a complex civilization, and “Soft Power” is a simple product for simple ones that works successfully, including in the harsh Russian conditions.
    I observe a contradiction fool but in general - this is nonsense ... Russian - can be deceived, but only - once, and then ... angry am
  18. The comment was deleted.
  19. Dastan
    Dastan 17 September 2014 08: 46
    Russia does not rob, Russia takes, relying on real power, and not on green zeros.
    Russia and the Russians dominate and will dominate another question: “Man, tell me, who are you? Ours or not ours? ”Who said that this is wrong?

    Very correct phrase. can I trust your back or not? nothing else matters.
  20. smith7
    smith7 17 September 2014 09: 04
    We are losing information wars to all kinds of "Soft power", and we are losing ... Because of betrayal and venality, eternal human vices. In 1917 they destroyed our "soft power" - the unbreakable Orthodox Faith. The Russians were strong in the Faith, and the Leninists (among whom there were almost no Russians, all of them Semites) were able not only to shake, but to destroy the foundations of the Faith. That is why American soft power worked in Russia. So it is necessary to strengthen the Faith in people, to instill the noble principles of community life, public morality, to bring up children in the Faith. Well, without interruption for "lunch" to prepare for war, so that the "foe" would not even "shake" in his thoughts, but would like to join and support our way of life.
  21. Signature
    Signature 17 September 2014 09: 49
    What a filigree analysis, and even from Slovakia (in me - out of ignorance - it seemed that there they were fundamentally removed from the possibility of "also analyzing")!
    At the same time, not without contemptible pessimism, it seems (to me) that the matter is not even about money (not about what exactly one can make a certain acquisition for: the Indians "lost" Manhattan to the whites, if I do not distort the facts, for wasted glass beads) , - the point is in the gambling-persistent propensity (practically "physiological need") to sell. And she, firstly, was always supported in any home-grown conditions. And, secondly, - directly in our "latitudes" began to be openly served as a respectable "main dish of the table" with the transition to monorails "of the most progressive of all building"that is blessed
    capitalist. While he is firmly holding on to his monorail, no technology in principle can be beautiful or righteous.
  22. sledge
    sledge 17 September 2014 12: 20
    Good article. Everything is clearly described.
  23. Altona
    Altona 17 September 2014 13: 16
    We need to equip our country, build a good infrastructure, carry out the "democovization" of the country in every sense, let people earn money and arrange their lives in any territory, and not drive naked federalism when poor territories are many times poorer than rich ones ... Then there is no "Soft Power "will not work, because it also relies on the advertising image of the United States ... By equipping our country, we will establish honest cooperation and trade with our neighbors, now this is of paramount importance, because our neighbors also want to make money and the US rhetoric that takes away delicious Russian They are also rather tired of bread ...
  24. tokens2
    tokens2 17 September 2014 18: 17
    Saying that Russia, the USSR, Russia relied only on a sword ... I think it’s not right. We will fire and use a sword. Fire ... the idea has always been from century to century.
    And when they bribed the khans from the Golden Horde, this is also an element of Soft Power - soft power. Remind me who expanded the empire's possessions? Cossacks. With the idea of ​​freedom, equality. And not the sovereign regiments. And there are a lot of examples throughout history! And the drunken EBN with the orchestra too ... dust in the eyes of the "advanced community", although it is unpleasant to talk about it. So it's a question of who learned from whom. Yes, the West learned ! The USA has not invented anything new. Has given scope, yes.
    However, the idea of ​​today is prosperity and prosperity. And the basis of this idea is economics. Even with all the shortcomings and myths, the western economy is strong. So without GDP, gross national product
    Soft Power - “Made in China” soft power: laughing prematurely.
    But put under ?, usefulness and need for man, most of the GDP of the West, there is a reason.
  25. Watson J.
    Watson J. 18 September 2014 03: 46
    Either the author did not reach the end, or he was politically correct. I’ve been thinking about this for a long time, why we don’t use their methods against themselves. And for himself, he simplified formulated that we are not doing this because of a different morality. For them, everything that results in enrichment is moral. Remember a bunch of good blockbusters where the heroes allow themselves everything, but in the end, having stolen the coveted million, they become like winners who are not judged and who have had a good life. No remorse, no morality, the main thing is your million! For me, in principle, this cold war is a war of two civilizations, moral and immoral. Of course, it’s hard, nits do not know any restrictions. But God gave, our great ancestors left us a great inheritance, we just need to dispose of it correctly, and the truth will triumph! Our world is our world, we must dispose of and live in it according to our laws, and not for the sake of international bandits.