Title:Public Diplomacy Challenges in Reaching Russian Audiences.

• Author: Pomar, Mark G.

Text:

U.S. government broadcasters--Voice of America (VOA) and Radio Free Europe/Radio Liberty (RFE/RL)--have always faced challenges in reaching Russian audiences, both during the Cold War and today. Just as we did during the Cold War, today's VOA and RFE/RL must give exiled Russians the opportunity to speak directly to their compatriots and to challenge the lies and distortions in Russian media.

Shortly after joining RFE/RL in 1982 as the Assistant Director of the Russian Service, I met with senior RL editors and visiting former dissidents to discuss the most effective ways of reaching Soviet citizens during the coldest years of the Cold War. I began by laying out several key points of the Reagan administration's approach to public diplomacy, primarily the need to treat Russians as victims of Soviet communism and encourage them to take pride in the major accomplishments of Russian culture, philosophy, and religious traditions that had been ignored or distorted by the Soviet regime.

As I cited examples of Soviet suppression of religion, the banning of conservative philosophers, and the exiling of nationalist writers such as Aleksandr Solzhenitsyn, I could tell by the quizzical expressions on the faces of my interlocutors that my passionate advocacy for a new form of public diplomacy was falling on deaf ears. Finally, one of the older editors who had spent time in the gulag said: "Look, we understand the need to present Russian culture that has been suppressed by the Soviet authorities and, yes, we know that Russians have suffered under Soviet repression, but Russians cannot be seen strictly as victims nor can their political culture be treated in the same way that we would treat Ukrainian, Georgian, Baltic or other national cultures of the USSR."

He stressed that Communism was a dying ideology, but an aggressive form of Russian nationalism was rapidly gaining strength, especially in the KGB and miliary services, and the West would rue the day when that surging Russian imperialism would merge with brutal Soviet practice. Quite presciently, he predicted an evolving Russian State that would assert its dominance over the other nationalities of the USSR in the name of imperial greatness, and not communism.

Finding a Balance

Although at the time I thought that the views expressed by the editors at Radio Liberty were bleak and that Russia had the potential to evolve into a peaceful, even democratic European country, I appreciated their deep...