Xu Hua

(№.3,2015)

Abstract:It takes great economic strength to prevail in global competitions. Nonetheless, such success also comes from another important factor – a strong ability to influence public opinions. To enhance one’s international communication capacity and to strive for a say is not only an expedient tactic to tackle crises but also a strategic move to improve national soft power. Over the propaganda war centered on the Ukraine Crisis, Russia has been seen to have an improved international communication capacity, with substantially improved communication technologyand tools, which, to some extent, influenced the media agenda setting over the Crisis. However, propaganda serves merely as a defensive method, with its effect limited to explaining policies and demonizing opponents. Thus, propaganda can only yield a temporary and tactical success. The Western public favored Russia in judging the responsibility over the Ukraine Crisis during the early stage of Russia's propaganda. Nevertheless, the country was apparently unable to rival the West as the propaganda war continued, especially after the MH17 accident. Therefore, it can be seen that truly effective international communication comes not from temporary propaganda campaigns but from the ability of comprehensive application of a country's hard and soft powers.

Keywords:Russia; the Ukraine Crisis; propaganda war