Human Rights Protection as a Soft Power Tool in the European Union's Relations towards Russia

This study examines the J. Nye's concept of soft power as a theoretical framework for a certain set of values. Based on this theoretical framework, we will consider how values relate to human rights, as well as how all this can be used to spread and increase their influence. To do this, soft power uses diplomatic practices, namely public and digital diplomacy as tools to achieve its goals. Thus, the purpose of this work is to study how the mechanism of soft power is applied in practice, as well as how values can create a framework for a bilateral dialogue. For this purpose, the European Union was chosen, which from its very foundation adhered to and promoted the values of human rights. Using the example of certain EU values, we will consider how it interacts with them, what tools it creates to promote them, as well as how it interacts with other countries. This work focuses on the state aspect of soft power, which means that the practical application of digital diplomacy, and subsequently soft power, will take place through official accounts in EU social networks. Russia was chosen as the host country because of their contradictory relations largely at the level of values and fundamental interests. The received data, posts and comments from the official EU Twitter and Facebook account will be used in the context analysis. The analysis showed that the EU, even with the state dialogue remaining, continues to conduct a dialogue with the foreign public. To do this, she uses all the same values that were allocated to her in the strategic plans, with a slight adjustment to the local context and political situation. Also, studying the public reaction to the values promoted by him, we can conclude that the main focus of the country or the producer of values should be given to doubting citizens, since it is they who can change their opinion in their favor.