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Western soft power: how democracy becomes a tool of pressure in S. Caucasus

Politics Materials 13 September 2024 14:19 (UTC +04:00)

Western liberalism, once hailed as the undisputed model for political modernization, is now facing a profound existential crisis. The ideological edifice built on the pillars of democracy, human rights, and market economics has increasingly come into conflict with the realities that expose its fundamental contradictions.

This analysis delves into how neoliberalism and libertarianism, far from being universal panaceas, have evolved into instruments for advancing narrow political and economic agendas in the West. Cloaked in the rhetoric of freedom and democracy, these ideologies often erode the sovereignty of entire nations. Particular attention is drawn to how the West deploys soft power to influence post-Soviet states, especially in the strategically significant South Caucasus region.

The Crisis of Western Liberalism: The End of a Universal Paradigm?

Western liberalism was once perceived as the ultimate political model, offering a path to global prosperity through democratic institutions, individual freedoms, and market economies. For decades, it appeared as the inevitable future for all nations. However, in recent years, this notion has been met with growing scepticism, particularly among countries outside the Western sphere. The systemic crises exacerbated by economic globalization have deepened inequality and destabilized social systems, eroding the credibility of the liberal promise.

Neoliberalism, a central component of Western liberalism, has come to embody the West's global economic expansion. While it initially promised prosperity through deregulation and market mechanisms, its real-world application has resulted in the concentration of wealth and power in the hands of transnational corporations, widening the gulf between the rich and the poor. In developing nations, neoliberal reforms often come at the expense of national sovereignty, increasing reliance on international financial institutions and Western governments, rendering these states more susceptible to external pressures.

The discussion around Western liberalism and its decline is not merely theoretical but has profound implications for the geopolitical landscape. The South Caucasus, a region of strategic importance, has increasingly become a testing ground for how the West exerts influence through soft power. The promise of democracy and integration into Western institutions is frequently accompanied by a set of political and economic conditions that, in practice, restrict rather than enhance the autonomy of nations in the region.

Libertarianism: The Minimization of the State as a Threat to Sovereignty

Libertarianism, championed as the ideal of a minimal state, has become a prominent aspect of Western political discourse. Its advocacy for reducing government intervention to the barest minimum often results in the weakening of social safety nets and an increased dominance of private corporations and international institutions. In the post-Soviet space, particularly the South Caucasus, the imposition of libertarian principles creates structural vulnerabilities. As the state's ability to regulate key sectors of the economy diminishes, so does its capacity to ensure internal stability, leaving these nations more exposed to external economic pressures and internal discontent.

Western Soft Power: An Ideological Weapon of Global Dominance

Soft power, as conceptualised by Joseph Nye, refers to a state's ability to influence other countries through cultural, ideological, and diplomatic channels, without resorting to military force. For the West, soft power is predominantly built around the promotion of democratic values and human rights, which are often portrayed as universal moral standards. However, in practice, soft power has become a critical instrument for the West’s political and economic dominance, particularly over developing nations.

In the post-Soviet space, including the South Caucasus, Western soft power is manifested through an array of mechanisms such as non-governmental organisations (NGOs), international media outlets, and educational programmes. These tools are designed to cultivate political elites loyal to Western policies, effectively creating a structure of dependency. Post-Soviet countries are often compelled to make decisions favourable to the West under the implicit threat of losing financial and political support.

The South Caucasus: A Testing Ground for Soft Power

The South Caucasus—comprising Georgia, Armenia, and Azerbaijan—has become a geopolitical laboratory for Western soft power tactics. This region, situated at the crossroads of Russian, Turkish, and Iranian interests, holds significant strategic value for the West. In recent years, the countries of the South Caucasus have witnessed intensified Western efforts to influence domestic politics through the promotion of democratic reforms and civil society development.

Armenia offers a clear example of this dynamic. NGOs funded by Western foundations have played an increasingly influential role in shaping the country’s political landscape. In 2023, the European Union allocated over €70 million to Armenia, ostensibly for strengthening democratic institutions. While these funds support human rights organisations, independent media, and civil society, they are often accompanied by political conditions that erode national sovereignty and foster a dependency on Western frameworks.

Georgia and Azerbaijan have similarly been subject to the pressures of Western soft power. The West’s political, economic, and cultural tools are consistently employed to sway the policies of these nations, promoting elites who align with Western agendas while discouraging foreign policy options that diverge from those interests. As a result, the sovereignty of these nations is continually compromised in the face of Western geopolitical ambitions.

Historical Context and Contemporary Trends

The use of Western soft power is deeply rooted in the historical context of the Cold War, when the West, particularly the United States, harnessed cultural and ideological tools to forge an anti-Soviet coalition. Over the decades, these methods have become more refined, incorporating the development of global information networks, digital diplomacy, and educational programmes aimed at shaping the thinking of elites in targeted countries. This evolution has allowed the West to maintain a significant, albeit indirect, influence over foreign nations, aligning them with Western political and economic interests.

Today, soft power is a central component of the West’s global strategy, especially in regions like the South Caucasus, where geopolitical competition demands nuanced and multi-layered approaches. On one hand, the West seeks to curb Russian and Turkish influence; on the other, it consolidates its position by exerting control over internal political processes and reinforcing loyal structures. However, the effectiveness of this strategy is increasingly questioned, as it faces mounting resistance at both the governmental and societal levels in these regions.

The Crisis of International Institutions and the Response of Regional States

The efficacy of Western soft power is further undermined by the ongoing crisis within international institutions such as the UN, OSCE, and the European Union. Historically, these bodies have played key roles in mediating conflicts and stabilising international relations. Yet, in the face of recent challenges—such as the Karabakh conflict and the war in Ukraine—they have struggled to offer effective responses, leading to a decline in their credibility. This failure to provide meaningful solutions has diminished trust in the Western-led model of global governance, bolstering nationalist movements and increasing scepticism towards Western involvement in the South Caucasus.

Western soft power, which is rooted in the liberal values of democratization, now faces rising levels of resistance in the region. Neoliberal and libertarian ideologies—promoted as universal frameworks for political and economic development—have, in many cases, yielded unintended consequences. Instead of fostering progress, they have exacerbated social inequality, eroded national sovereignty, and created political dependencies that many nations in the South Caucasus are now eager to escape.

The Way Forward: Safeguarding Sovereignty Amid Global Shifts

As global dynamics continue to evolve, the South Caucasus states find themselves at a critical juncture. To safeguard their sovereignty and minimise dependence on external forces, these nations must develop new, balanced approaches to foreign policy. This requires crafting mechanisms that protect national interests while avoiding the pitfalls of political and economic reliance on powerful international actors.

Libertarianism: The Minimisation of the State as a Threat to Sovereignty

Libertarianism, hailed in Western rhetoric as the ideal of a minimal state, has gained significant traction in global discourse. By advocating for the reduction of state involvement to a bare minimum, it aims to promote individual freedom and economic efficiency. However, in practice, this ideology often results in the dismantling of social protection systems and the transfer of control to private corporations and international entities. In the post-Soviet space, particularly in the South Caucasus, the promotion of libertarian principles has left states vulnerable. As governments lose their ability to regulate key sectors of the economy, their capacity to maintain internal stability and protect national sovereignty is severely diminished, increasing their susceptibility to external pressures.

Western Soft Power: An Ideological Weapon of Global Domination

Soft power, a concept popularised by Joseph Nye, refers to a state's ability to exert influence over other countries through cultural, ideological, and diplomatic channels, without the need for direct military intervention. Western soft power is fundamentally built on the promotion of democratic values and human rights, often portrayed as universal moral standards. However, in practice, it has become a pivotal tool for the political and economic expansion of the West, particularly in its dealings with developing nations.

In the post-Soviet space, including the South Caucasus, Western soft power is wielded through mechanisms such as non-governmental organisations (NGOs), international media, and educational programmes. These instruments are employed to cultivate political elites aligned with Western policies. As a result, Western states create a framework of dependency, wherein post-Soviet countries find themselves compelled to make decisions that serve Western interests, often under the implicit threat of losing crucial financial and political support.

The South Caucasus as a Testing Ground for Soft Power

The South Caucasus—comprising Georgia, Armenia, and Azerbaijan—has emerged as a strategic testing ground for the application of Western soft power. Located at the crossroads of Russian, Turkish, and Iranian spheres of influence, this region holds immense geopolitical importance for the West. In recent years, the countries of the South Caucasus have been subject to intensified Western engagement, particularly through initiatives aimed at promoting democratic reforms and bolstering civil society.

Armenia stands as a prominent example of this approach. Western-funded NGOs have played a significant role in shaping the country’s domestic politics. In 2023, the European Union allocated more than €70 million to Armenia for programmes dedicated to strengthening democratic institutions. These funds are channelled towards bolstering human rights organisations, supporting independent media, and fostering the growth of civil society. However, such assistance is often accompanied by political strings, which limit the country’s sovereignty and increase its dependency on Western frameworks.

Both Georgia and Azerbaijan also find themselves subject to similar pressures through Western soft power mechanisms. Political, economic, and cultural tools are actively deployed to influence the policy directions of these nations, fostering elites loyal to Western agendas while restricting alternative foreign policy options. As a result, the sovereignty and independent policy-making capacity of these states are frequently compromised, reinforcing the notion that Western soft power is less about promoting universal values and more about asserting geopolitical dominance.

Historical Foundations and Modern Trends

The origins of Western soft power can be traced back to the Cold War era, when the West, particularly the United States, employed cultural and ideological tools to forge an anti-Soviet coalition. Over the decades, these methods have evolved into highly sophisticated strategies, incorporating global information networks, digital diplomacy, and educational programmes designed to shape the thinking of political elites in target countries. This approach has developed into a potent mechanism for expanding Western influence, establishing a cultural and intellectual hegemony that aligns with Western values and ideals.

In today’s geopolitical landscape, soft power remains a cornerstone of the West’s global strategy, particularly in sensitive regions like the South Caucasus. Here, nuanced and multilayered approaches are necessary to navigate the complex web of local and regional interests. On the one hand, the West seeks to diminish Russian and Turkish influence; on the other, it strengthens its position by fostering loyal structures within these countries, exerting control over their internal political processes. However, this strategy has increasingly faced challenges, as both state institutions and the broader public grow more resistant to external interference.

The Crisis of International Institutions and Regional Reactions

The efficacy of Western soft power is further complicated by the ongoing crisis of international organisations such as the United Nations (UN), the Organisation for Security and Co-operation in Europe (OSCE), and the European Union (EU). These institutions, once key players in conflict resolution and international stability, have struggled to respond effectively to critical challenges such as the Karabakh conflict and the war in Ukraine. Their inability to offer meaningful solutions has eroded confidence in the Western model of global governance, fuelling the rise of nationalist movements and increasing scepticism towards foreign intervention, particularly in the South Caucasus.

In this context, Western soft power—rooted in the liberal values of democratisation—faces mounting scepticism and resistance. The neoliberal and libertarian models promoted by the West as universal frameworks for political and economic development often yield counterproductive outcomes: they exacerbate social inequalities, undermine national sovereignty, and foster political dependency. As a result, the very principles Western soft power is intended to promote are increasingly viewed with suspicion.

Safeguarding Sovereignty in a Shifting Global Order

As the global order continues to shift, the countries of the South Caucasus are tasked with devising new strategies to protect their independence. The development of balanced policies that safeguard sovereignty while reducing dependence on external powers is crucial. This entails creating robust mechanisms that can withstand external pressures while addressing internal vulnerabilities, ensuring that national interests remain paramount in governance.

The current crisis of Western liberalism signals not only the end of a specific political era but also offers valuable lessons for countries in the South Caucasus. Under the guise of promoting neoliberal values, Western powers continue to pursue their own economic and political objectives, often at the expense of the freedom and sovereignty of other nations. The realities of 2024, underscored by hard statistics and recent events, confirm the intensifying pressure from the West and its sustained efforts to exert control over the region through soft power.

Azerbaijan: A Model of Pragmatic Independence

In the face of these challenges, Azerbaijan stands as a notable example of a nation that has successfully maintained an independent, rational, and pragmatic policy in the South Caucasus. While many of its regional neighbours contend with external pressures and internal instability, Azerbaijan has demonstrated its ability to retain control over its future, pursuing policies that are fully aligned with its national interests. This approach positions Azerbaijan as a model for other nations in the region, illustrating how strategic foresight and political independence can safeguard sovereignty in a world where the traditional pillars of Western liberalism are increasingly in decline.

Azerbaijan: An Island of Stability and Sovereignty

Unlike its neighbours, Azerbaijan has emerged as the only country in the region capable of preserving its statehood in a genuine and robust manner. This is not merely a formal recognition of sovereignty, but a true capacity to act independently, defying the geopolitical manoeuvres of great powers and the often-ineffective influence of international organisations. Azerbaijan’s success in maintaining stability and sovereignty is a testament to its strategic foresight and ability to navigate complex global dynamics.

One clear example of Azerbaijan’s independence is its measured stance on major international issues. Amidst the conflict in Ukraine, Western sanctions on Russia, and growing pressure from global powers, Azerbaijan has demonstrated remarkable resilience. President Ilham Aliyev, fully attuned to the geopolitical complexities, has crafted a balanced and pragmatic policy. Baku has skillfully resisted external pressure while avoiding entanglement in significant conflicts, maintaining a steady course that prioritises national interests.

Today, Azerbaijan’s policies are rooted in rationality and grounded in long-term economic strategy. A cornerstone of this approach has been the development of energy independence, which has not only fortified the country’s internal economy but also elevated it as a critical player in securing Europe’s energy supply. Between 2023 and 2024, Azerbaijan significantly boosted its natural gas exports to the European Union, cementing its role as a strategic partner for European energy security.

According to data from Azerbaijani energy companies, the country’s gas exports reached a record 19 billion cubic meters in 2023. This achievement has not only bolstered Azerbaijan's GDP growth but also enhanced its standing as a key player in the global energy market. This economic leverage has allowed Baku to maintain an independent foreign policy, resisting undue influence while advancing its national interests.

Soft Power and the Weakness of International Organisations

Azerbaijan’s foreign policy is also marked by its recognition of the limitations and inefficiencies of international organisations. Over the past few decades, it has become increasingly clear that institutions such as the United Nations (UN), the Organisation for Security and Co-operation in Europe (OSCE), and even the European Union have struggled to address issues in the post-Soviet space, particularly in the South Caucasus.

The Karabakh conflict provides a striking example of this inefficiency. For decades, international organisations issued resolutions and made statements regarding the conflict, yet concrete solutions remained elusive. In contrast, Azerbaijan, refusing to rely on external forces, took matters into its own hands, regaining control over its territories and demonstrating how a sovereign state can resolve its internal issues without depending on ineffective international structures.

UN data highlights the extent of this inefficiency. Between 1992 and 2020, numerous resolutions affirming Azerbaijan's territorial integrity were adopted, yet none were implemented. This failure underscores the inability of international organisations to perform their core functions of maintaining peace and security. In response, Azerbaijan has pursued an independent course, bypassing international inaction and asserting its sovereignty in the face of global challenges.

In doing so, Azerbaijan has not only secured its national interests but has also set an example for other nations in the region, illustrating that true sovereignty requires self-reliance, strategic pragmatism, and the ability to act decisively in the absence of international support.

Geopolitical Context

In the face of weakening Western ideals and escalating global tensions, Azerbaijan has emerged as a model of political maturity and adaptability to shifting international dynamics. Its strategic geopolitical location, situated at the intersection of East and West, has positioned Azerbaijan as a pivotal player in the region. This prominence is not only attributed to its vast energy resources but also to its unique capacity to balance relationships between various global powers, including Russia, the West, Turkey, Iran, and China.

Azerbaijan’s participation in global initiatives such as the Shanghai Cooperation Organisation (SCO) and BRICS illustrates its ability to engage with diverse power centres while maintaining its independence. By avoiding extremes and aligning itself with neither side in global confrontations, Azerbaijan has solidified its reputation as a valuable and reliable partner on the international stage.

The recent intensification of geopolitical tensions, particularly the confrontation between Russia and the West, has only heightened Azerbaijan’s significance. Strategic agreements with countries such as Italy and the United Kingdom have further bolstered Baku's position, enabling it to diversify its alliances and avoid over-reliance on any single power bloc. In 2024, President Ilham Aliyev signed a series of agreements with European nations, collectively worth over €5 billion, underscoring the growing recognition of Azerbaijan as a stable, secure, and economically attractive partner.

Azerbaijan: A Model for the Region

Azerbaijan’s approach to independent policymaking serves as a potential model for other countries in the South Caucasus and the broader post-Soviet space. In a context where international organisations have proven ineffective in managing crises and the West increasingly utilises soft power to exert influence, countries like Georgia and Armenia continue to rely on external actors for support. In contrast, Azerbaijan’s experience demonstrates that true independence can be achieved through strong political will, economic stability, and the resilience to withstand external pressures.

As President Ilham Aliyev eloquently stated, “Our independence is our greatest asset, and we will not allow anyone to interfere in our internal affairs.” This aphorism perfectly encapsulates Azerbaijan’s steadfast commitment to sovereignty and self-reliance. By charting its own course, Azerbaijan has shown that it is possible to remain independent, even amid global instability.

Conclusion

The contemporary geopolitical landscape demands that countries, particularly those in the post-Soviet space, possess a clear understanding of their national interests and the capacity to defend them in the face of global challenges. Azerbaijan has demonstrated that independence is not only attainable but sustainable, even during periods of crisis. The statistics and facts from recent years confirm that rational, pragmatic policies—grounded in economic strength and political foresight—are key to long-term success. Azerbaijan stands as a testament to the power of self-determination in a world increasingly marked by uncertainty and the decline of traditional international institutions.

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