The Art of Subtle Influence: Russian Soft Power and Georgia’s Conservative Turn

Abstract The Rose Revolution of 2003 marked Georgia’s strategic turn toward a Western-oriented path and liberal democracy, but the country’s recent conservative turn – a political and societal shift toward traditional values, nationalism, and resistance to liberal reforms – may signal a significant reversal of that trajectory. Most notably, this shift reflects considerable public support for the conservative and increasingly authoritarian course pursued by the country’s Georgian Dream government. Although various factors may have contributed to the public’s acceptance of this transformation, this article focuses on the role of Russian soft power in shaping this shift in attitudes. Strategically deployed Russian soft power has promoted narratives, values, and ideas that have arguably played a key role in normalising the conservative turn within Georgian society and, ultimately, in weakening Georgia’s prospects for integration into Western institutions.