The Balkan Playground: Eastern "Soft" Power Coming, Western Not Leaving
Journal: SHILAP Revista de lepidopterología
Year: 2018

Since 1990, when the American political scientist Joseph Nye elaborated the term of soft power for the first time (Nye, 1990), the concept has been hailed, criticized or neglected, but, in due time positioned itself as crucial component of a country’s foreign policy. Consecutive US administrations were the leading actor in the field, alongside the European Union with its gravity model of democratization (Emerson &amp; Nouncheva, 2004). When it comes to applying soft power, the Russian Federation