SOFT POWER WITHIN THE SHANGHAI COOPERATION ORGANIZATION IN CENTRAL ASIA: A COMPARATIVE ANALYSIS OF RUSSIAN AND CHINESE STRATEGIES

Abstract

This article examines the role of soft power within the framework of the Shanghai Cooperation Organization (SCO), focusing on the competing and overlapping strategies of Russia and China in Central Asia. While the SCO is often studied through the lens of security cooperation and economic integration, its cultural and normative dimensions are increasingly shaping the geopolitical landscape of Eurasia. Russia continues to rely on its historical and linguistic legacies, including cultural diplomacy, media influence, and educational programs, to maintain relevance in the region. At the same time, China has expanded its soft power toolkit, linking initiatives such as the Belt and Road with cultural diplomacy through Confucius Institutes, scholarships, and new media platforms. The analysis reveals that while Russia’s soft power remains rooted in historical affinity, it faces generational erosion, whereas China’s soft power, though rapidly growing, encounters suspicion among local populations regarding overdependence. The SCO, therefore, functions both as a cooperative mechanism and as a stage for subtle rivalry, where Russia and China test their respective influence strategies. The study concludes that the evolution of soft power competition within the SCO will play a decisive role in shaping Central Asia’s future alignments and its contribution to the emerging multipolar order.