THE ROLE OF RUSSIAN SOFT POWER IN CENTRAL ASIA: TOOLS, INFLUENCE, AND TRANSFORMATION

This article is focused on analyzing the nature of Russian soft power in Central Asia in the post-Soviet period, changing its strategies from traditional dominance to a more negotiated regional order. Based on existing literature on soft power and regional geopolitics, the study explores how Russia sustains its regional influence with the help of cultural, linguistic and institutional mechanisms. It specifically includes the role of the Russian language and organizations such as the CSTO and EEU. However, the article argues that these tools are not quite effective, since there is resistance and strategic silence demonstrated by Central Asian states that are no longer passive actors. Ultimately, the paper concludes that although Russia continues to be a vital actor, its power is no longer hegemonic due to changes in geopolitics and internal transformation of Central Asia