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Cinema and Soft PowerConfiguring the National and Transnational in Geo-politics$
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Stephanie Dennison and Rachel Dwyer

Print publication date: 2020

Print ISBN-13: 9781474456272

Published to Edinburgh Scholarship Online: January 2022

DOI: 10.3366/edinburgh/9781474456272.001.0001

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PRINTED FROM EDINBURGH SCHOLARSHIP ONLINE (www.edinburgh.universitypressscholarship.com). (c) Copyright Edinburgh University Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ESO for personal use.date: 23 May 2022

The Second World War, Soviet Sports and Furious Space Walks: Soft Power and Nation Branding in the Putin 2.0 Era

The Second World War, Soviet Sports and Furious Space Walks: Soft Power and Nation Branding in the Putin 2.0 Era

Chapter:
(p.119) Chapter 6 The Second World War, Soviet Sports and Furious Space Walks: Soft Power and Nation Branding in the Putin 2.0 Era
Source:
Cinema and Soft Power
Author(s):

Stephen M. Norris

Publisher:
Edinburgh University Press
DOI:10.3366/edinburgh/9781474456272.003.0007

This chapter analyzes recent Russian popular historical movies in the era of Vladimir Medinskii as Minister of Culture and Vladimir Putin’s return to the Russian presidency (2012-present). Following Keith Dinnie, Melissa Aronczyk, and Robert Saunders, I see attempts to “brand” a nation, even for domestic audiences, as a crucial component of soft power and as a form of public diplomacy. Medinskii in particular has helped to promote a patriotic culture centered on the Second World War, Soviet sports achievements, and the Soviet space program. Developing this patriotic brand, however, has come with some costs. The branding of a Russian nation as advertised onscreen since 2012, in short, has produced a mixed bag of results in terms of soft power success.

Keywords:   Public Diplomacy, Nation-branding, Russia, Soft Power, Putin, Medinskii

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