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financially supported by the company, this gives its CEO Juris Savickis the
opportunity to meet and communicate with Latvia’s political leaders, who attend
the games in the VIP area.
4.5.4 The Results of the Implementation of Soft Power
It is not easy to distinguish between the positive effects of Russia’s cultural
presence in Latvia and the impact of the use of culture as a component of
Russia’s foreign policy. Joseph Nye suggests the use of opinion polls as a
method of measurement to show changes in the attractiveness of particular
countries over different time periods. This depends on the skilful use of all
available resources to assess whether soft power is changing the actions or
opinions of a particular country or part of society. 305 If it is not possible to use
soft power against the entire society of a particular country, at least that power
can be directed towards part of the society or a specific social group. This aspect
is also important when analysing Russian foreign policy successes in Latvia. 306
A research project conducted by the public opinion research company SKDS in
2010 showed a difference in attitudes to Russia depending on the language
spoken by the respondent’s family. According to the survey, 32.6 per cent of
Russian-speakers have a “very positive”, and 55.7 per cent a “somewhat
positive” attitude to Russia. At the same time, 8 per cent of Latvian-speakers had
a “very positive” and 38.6 per cent had a “somewhat positive” attitude to
Russia. 307 Nils Muiznieks argues that this confirms the fact that Russian soft
power works more effectively among Russian-speakers. He points out that
“Russian soft power is far greater among Russian-speakers, who not only have
ethnic, linguistic and historical links to Russia, but also consume Russian media
products to a far greater extent than Latvians”. 308
According to Joseph Nye’s theories, one source of soft power can be national
political values. The specific interpretation of history in contemporary Russia
attempts to justify authoritarianism and to legitimize Putin’s administration both
inside and outside Russia. Does this interpretation of history have any impact on
the audience in Latvia A number of recent studies confirm that it does. In 2008,
the Secretariat of the Special Assignments Minister for Social Integration 309
305 Nye, J.S. (2013): “Think Again: Soft Power”, Foreign Policy,
http://www.foreignpolicy.com/articles/2006/02/22/think_again_soft_power.
306 Kudors A., (2012): “Latvia Between the Centers of Gravitation of Soft Power – the USA and
Russia”, in Indans I. [ed] op. cit.
307 Muiznieks, N. (2011): “R ussian ‘Soft Power’ in Latvia: Culture, Sports, religion, Education and the
Media” in Muiznieks, N.: Latvian–Russian Relations: Dynamics Since Latvia’s Accession to the EU
and NATO. Riga: University of Latvia Press, p.66.
308 Ibid.
309 The Secretariat of the Special Assignments Minister for Social Integration was created in 2002 as
the lead institution for matters of integration of society; its operations were ceased in 2008.
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