Normative navigation: the Belarusian opposition’s adaptive strategies in international engagement

The article examines how the Belarusian opposition-in-exile strategically adapts its messaging to secure international support from ideologically diverse actors. Utilising framing theory and a multi-method approach, it explores how the opposition tailors its discourse depending on the political contexts and audiences. Communications directed towards EU institutions emphasise liberal democratic values such as human rights, gender equality, and the rule of law. In contrast, messaging tailored for Polish stakeholders downplays progressive themes and accentuates conservative and security-focused narratives, such as religious heritage and regional stability. The findings show that this normative pragmatism, expressed through flexible frame alignment, allows the opposition to navigate conflicting normative expectations, maintain political legitimacy and relevance, and build cross-ideological alliances without alienating strategically important partners.