THE U.S. SOFT POWER POLICY TOWARD CENTRAL ASIAN COUNTRIES: STRATEGIES AND CHALLENGES

ABSTRACT

The article provides an overview of the manifestations of the "soft power" of the United States in Central Asia after the collapse of the Soviet Union. The key instruments of soft power are analyzed, such as educational programs, cultural diplomacy, humanitarian assistance, promotion of "democratic values", medicine, and healthcare, and cooperation in the fields of energy and economics. The main challenges are outlined, including competition with Russia and China, as well as the internal features of the region. The competition of these powers determines the complex geopolitical dynamics of the area, where each country chooses the approach that best suits its interests and culture.

The author of the article abstracts from the consideration of the issue of the areas of activity of (pro)American organizations, for example USAID (United States Agency for International Development), in which these organizations come into conflict with the legislation of certain states, and the consequences of such contradictions, including questioning the concept of state, – the author of the article leaves the study of all of these issues for further scientific work.

The publication of this article invites the reader to further discussion with the author.

АННОТАЦИЯ

В данной статье представлен обзор проявлений «мягкой силы»   США в Центральной Азии после распада Советского Союза. Анализируются ключевые инструменты мягкой силы, такие как образовательные программы, культурная дипломатия, гуманитарная помощь, продвижение «демократических ценностей», медицина и здравоохранение, сотрудничество в сфере энергетики и экономике. Обозначены основные вызовы, включая конкуренцию с Россией и Китаем, а также внутренние особенности региона. Конкуренция этих держав определяет сложную геополитическую динамику региона, где каждая страна выбирает подход, наиболее соответствующий её интересам и культуре.

Автор статьи абстрагируется от рассмотрения вопроса направлений деятельности (про)американских организаций, например АМР США (Агентство США по международному развитию) (USAID [United States Agency for International Development]), по которым эти организации вступают в противоречие с законодательством тех или иных государств, и следствий таких противоречий, в том числе подвергающих сомнению само понятие государства, – автор статьи оставляет исследование всех этих вопросов для дальнейших научных работ.

Публикация данной статьи приглашает читателя к дальнейшей дискуссии с автором.

Keywords: soft power, USA, Russia, China, Central Asia, diplomacy, cultural influence, democracy.

Ключевые слова: мягкая сила, США, Россия, Китай, Центральная Азия, дипломатия, культурное влияние, демократия.

The collapse of the Soviet Union brought new opportunities for the U.S. foreign policy. The United States began building relations with the five newly independent countries in Central Asia: Kazakhstan, Kyrgyzstan, Uzbekistan, Turkmenistan, and Tajikistan. The U.S. assisted these nations in establishing free-market institutions, developing energy resources, and building national, economic, and political frameworks. Additionally, the U.S. helped to eliminate Soviet-era weapons of mass destruction from the region.

Alongside traditional "hard power," the U.S. actively employs soft power tools to enhance its influence. The term “soft power” was introduced into scientific circulation by Joseph Nye, an American political scientist and professor at Harvard University, who held high government posts in the 1990s – Chairman of the National Intelligence Council (1993-1994), Deputy Secretary of Defense for International Security Affairs (1994-1995), etc. [1]

The concept of soft power, introduced by Joseph Nye, refers to a state's ability to achieve its goals through cultural and ideological influence rather than coercion or economic pressure. Nye identifies three main sources of soft power: its culture, its political values and its foreign policies. [2]

Dutch researcher Jan Melissen specializes in public diplomacy and soft power. In “The New Public Diplomacy: Soft Power in International Relations” (2005) [3], he argues that soft power manifests itself through active engagement with foreign societies and cultural exchanges. Melissen focuses on how countries can effectively use public diplomacy to improve their image.

Central Asia is of strategic interest to the United States due to its geopolitical position, wealth of natural resources, and proximity to China, Russia, and Afghanistan. However, using soft power faces a number of challenges, including competition with other actors and local peculiarities.

The U.S. embassies and diplomatic networks, along with the U.S Agency for International Development, various non-governmental organizations, and businesses, actively promote "soft power" in the region.[4] They implement programs in several key areas, including healthcare (particularly initiatives aimed at combating AIDS and tuberculosis), the development of democracy, human rights, environmental sustainability and climate change, educational projects, economic influence mechanisms, cooperation in the energy sector, public diplomacy, and the promotion of liberal values.

Directions of the US soft power in Central Asia. The United States Agency for International Development (USAID) is a key tool for promoting the "soft charm" of the United States around the world. USAID has been working in Central Asia since 1992, implementing projects in the fields of health, education, economic development, and civil society.

General Directions and Impact of USAID in Central Asia.

Economic Development. USAID promotes the transition to a market economy, supports reforms in the banking sector, develops small and medium-sized businesses, as well as the agricultural sector. The programs include grants, technical assistance and consultations. The U.S. Agency for International Development seeks to improve living conditions by supporting private sector development in agriculture and enhancing the economic capabilities of countries.

Support for Democracy and Civil Society. USAID actively supports the development of democratic institutions, promotes free elections, and fosters "independent" media and non-governmental organizations (NGO). This includes funding projects for voter education, election monitoring, and strengthening the legal system. USAID encourages lawmakers to address the needs of their constituents and to collaborate with their counterparts in the U.S. Congress through mutual visits.

Health and Education. USAID programs aim to enhance the health care system and combat infectious diseases, particularly AIDS and tuberculosis (TB). U.S. Government programs focus on increasing access to key services to help prevent transmission and contain expansion of tuberculosis.

USAID programs also focus on improving the quality of education and the availability of medical services, including by supporting schools, universities, and medical institutions.

Energy Security. USAID strengthens renewable energy policies, enhances energy efficiency, and increases the supply of renewable energy. For example, the project “Energy of Central Asia” assists Central Asian countries in transitioning to clean energy and the achievement of renewable energy goals. [5]

Additionally, USAID also collaborates with domestic and regional non-governmental organizations to promote the sustainable management of cross-border water resources.

Fighting Corruption and Strengthening the Rule of Law. USAID promotes law enforcement reforms, combats corruption, and strengthens the rule of law. The programs encompass training for law enforcement officials, developing anti-corruption strategies, and enhancing the judicial system.

USAID is one of the most visible tools of American soft power, however, Russia and China are also promoting their alternatives to USAID programs to strengthen their influence in the region. Russia aims to preserve its historical and economic influence by investing in energy, transportation, and industry, while relying on strong cultural and political ties. In contrast, China is leveraging investments to expand its influence in Central Asia through the "One Belt, One Road" initiative, which emphasizes infrastructure, energy, and mining projects. Moreover, both countries are members of the SCO organization, which actively promotes various forums, programs, and initiatives for Central Asian countries.

Educational and exchange programs.

Education, particularly exchange programs, is central to U.S. strategy for "winning hearts and minds" in Central Asia. The United States actively fosters long-term collaboration and institutional connections between scientists in Central Asia and their American counterparts.

The Fulbright program is a scholarship initiative that provides funding for graduate or postgraduate studies at universities in the United States. Established in 1946, it is the largest scholarship program in the education sector funded by the U.S. government. The program aims to strengthen cultural and academic ties between the citizens of the United States and those of other countries. Currently, the Fulbright program is one of the most recognized and esteemed international exchange programs globally.  Hundreds of Fulbright alumni worldwide currently hold top positions in government, higher education, journalism, and the private sector. [6]

FLEX (Future Leaders Exchange) is a program sponsored by the U.S. Department of State for secondary school students from Europe and Eurasia. It offers scholarships that enable students to travel to the United States, attend a U.S. high school for an entire academic year, and reside with a host family.

The International Student Exchange Program (Global UGRAD) was created by the Bureau of Educational and Cultural Affairs within the U.S. Department of State. The Global Undergraduate Exchange Program provides one semester scholarships to outstanding undergraduate students from around the world for non-degree full-time study combined with community service, professional development, and cultural enrichment. [7]

USA - Central Asia Education Foundation (US-CAEF). Established in 2007, the American Central Asian Educational Foundation is a scholarship program providing financial support to young people to study at the American University of Central Asia (AUCA) in Bishkek, Kyrgyzstan. [8] The U.S. government provides funding for the American University in Central Asia. This university offers young, talented individuals in the region the opportunity to earn American degrees and acquire valuable business skills.

TechGirls is an intensive four-week program designed to help young girls aged 15 to 17 from Central Asia pursue higher education and develop practical skills for a career in science and technology.

TechWomen is a professional exchange program that promotes the advancement of women and girls globally, while expanding opportunities in the fields of science, technology, engineering, and mathematics, ultimately helping women realize their full potential.

The USA currently faces increasing competition for influence in the education sector in the Central Asian region. For instance, efforts are being made in the Russian education sector to develop the concept of "soft power". Students from Central Asian countries have the opportunity to enroll in branches of Russian universities, particularly at the branches of Moscow State University located in Astana and Dushanbe. Additionally, there are joint universities, such as the Kyrgyz-Russian Slavic University named after B.N. Yeltsin, which operates under the joint administration of Russia and Kyrgyzstan. [9] Moreover, students from the Commonwealth of Independent States (CIS) can take the Unified State Exam and participate in the competition on equal terms with Russian citizens.[10] Another opportunity to enroll in a Russian university is offered through “Rossotrudnichestvo”. This program is part of a quota established by the Government of the Russian Federation, and the training is funded by the federal budget. The agency's primary goal is to strengthen Russia's humanitarian influence worldwide. [11]

China is actively enhancing its soft power in Central Asia through educational programs and cultural initiatives. Each year, more than a hundred talented students from neighboring countries come to China through Confucius Institutes, and additional programs are funded by the Shanghai Cooperation Organization (SCO). As a result, tens of thousands of Central Asian students study the language and culture of China. In the future, these qualified individuals will play a significant role in the implementation of modern projects.

Cultural Diplomacy. The U.S. cultural initiatives encompass artist exchanges, music tours, exhibitions, and festivals. American music, cinema, and literature play a significant role in promoting the American way of life and its values. Programs such as American cultural centers and corners aim to teach English while introducing individuals to American culture and traditions.

Russia is striving to develop a network of Russian centers of science and culture abroad, which, according to the organizers, should turn into a platform where everyone will be introduced to Russian culture.

Confucius Institutes are non-profit educational organizations established in partnership with Central Asian countries. They aim to address the needs of local residents in learning the Chinese language and culture.

Soft power and integration organizations. A new initiative for enhancing relations between the United States and Central Asia is known as "C5+1." The platform complements bilateral relations in the region, especially in areas where a regional approach can provide relative advantages.[12] This platform was established in 2015 and brings together the foreign ministers of Central Asian states and the United States to discuss various issues. These issues include trade, transportation, energy, climate change adaptation, and addressing cross-border threats such as terrorism, violent extremism, drug trafficking, and human trafficking. It also focuses on the situation in Afghanistan and fosters cultural and humanitarian ties between the region and the United States. To emphasize the importance of the C5+1 format, the first heads of state meeting took place in New York in 2023. Additionally, in the same year, the parties established the B5+1 business platform aimed at enhancing economic cooperation among the participating states.

By the time the C5+1 initiative was launched, China had already outlined its vision for developing regional infrastructure as part of the global One Belt, One Road initiative. Furthermore, it is important to consider the expansion of the Eurasian Economic Union (EAEU), which primarily focuses on strengthening economic cooperation.

Conclusion

The U.S. soft power in Central Asia is an important tool for enhancing influence and promoting "democratic values". However, its effectiveness is constrained by competition from Russia and China, as well as the internal political realities and cultural characteristics of the region. The governments of most Central Asian countries are cautious of American initiatives aimed at promoting democracy. Consequently, they may limit the operations of NGOs and "independent" media.

The soft power of the United States, China, and Russia in Central Asia pursues distinct goals and employs different methods. The United States emphasizes security, education, democracy, and sustainable development. In contrast, China concentrates on large-scale infrastructure projects and economic cooperation, making significant investments in the region's infrastructure. Meanwhile, Russia maintains a strong cultural and economic influence due to its shared historical ties, the prevalence of the Russian language, and integration initiatives such as the Eurasian Economic Union. Competition among countries shapes the complex geopolitical dynamics of the region, allowing Central Asian nations to balance between various centers of power to achieve their national interests.

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