The Impact of China’s “Soft Power” on the Consciousness of Russian Student Youth

Abstract

The rationale for this article can be explained through the intensification of bilateral relations between China and Russia, which rely not only on close political and economic ties, but also on the development and enhancement of humanitarian contacts. The People’s Republic of China (PRC) positions itself as a state offering its own development model for the civilization-state, which has existed for over five millennia now. The period when China was among states striving to catch up has been left behind, so now it has every reason to be recognized as a global power. Having achieved economic success and going on with the “Belt and Road” global initiative, the Chinese leadership pays considerable attention to shaping a positive image of China in the countries Beijing is seeking to cooperate with. One of such countries is Russia, standing as a global power that opposes the neocolonial models of world development promoted by the collective West. The study of China’s experience in implementing soft power methods is of particular interest since it allows considering the specific features of its national context, as well as its significance in pursuing goals related to global, regional and national foreign policy. The aim of this study is to reveal the effectiveness of soft power tools that the PRC is applying in Russia. The study is based on an approach to image building, which implies viewing it as a process of shaping the target group’s opinion, whereas the main method employed within the research was sociological analysis. The authors, while relying on the research experience in defining “soft power,” were able to identify the factors that are essential for presenting China’s image among the Russian youth: public administration, culture, science and education, business, sports, environment, and digital technologies. The main target group involved in the sociological survey were students of Russian universities falling within the age group of 17–29. The authors employ the study outcomes to conclude that China has created a positive image among the Russian student youth. As reported by the respondents, the high level of influence that China has achieved in the international arena is due to its effective public management and technological advancements, which, are, in turn, based on an education system with a special focus on developing practical skills.