Evolution of Russian Soft Power in Moldova in 2000 - 2019

The concept of “soft power” by J. Nye established a fundamentally new view on the development of international relations. A state using the concept of “soft power” realizes its foreign policy goals more effectively and successfully without using “hard power”. Soft power, unlike hard, is based on “soft” tools, such as the attractiveness of education and science, political values, the activities of non-profit organizations, cultural and business diplomacy etc. There are many studies on the use of soft power in Russia’s foreign policy. However, there are few studies on the evolution of soft power in Moldova overall. In this regard, the purpose of this study is to determine the stages of development and internal and external factors affecting the evolution of the development of Russian soft power in Moldova. An analysis of the evolution and determination of factors affecting the development of Russia’s soft power in Moldova will reveal the main trends and patterns of soft power development. It can be useful for Russia to assess its effectiveness and expediency, which in turn will help to develop the most effective strategy for strengthening “soft power” and improving the country’s image in Moldova.