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In the context of deteriorating relations with 'Western' states, Russia's state-funded international broadcasters are often understood as malign propaganda rather than as agents of soft power. Subsequently, there is a major credibility gap between how Russian state media represents itself to the world and how it is actually perceived by overseas publics. However, based on the study of RT's coverage of the Russian hosted FIFA 2018 World Cup and the audience reactions this prompted, we find that this credibility gap was partially bridged. By analysing over 700 articles published by RT, alongside social media and focus group research, we find that RT's World Cup coverage created an unusually positive vision of Russia that appealed to international audiences. Our study demonstrates how state-funded international broadcaster coverage of sports mega-events can generate a soft power effect with audiences, even when the host state – such as Russia – has a poor international reputation. [ABSTRACT FROM AUTHOR]

Throughout 2017, the Russian state broadcaster, RT (formerly Russia Today), commemorated the centenary of the 1917 revolution with a social media re-enactment. Centred on Twitter, the 1917LIVE project involved over 90 revolution-era characters tweeting in real time as if the 1917 revolution was happening live on social media. This article is based on an analysis of a sample of tweets by users who engaged with 1917LIVE, alongside focus group discussions with its followers. We argue that a cultural studies perspective can shed important light on the political significance of RT's social media re-enactment in ways that current studies of public diplomacy as a soft power resource often fail to do. It can advance soft power theory by offering a more nuanced, dynamic analysis of how state media mobilise, and how audiences engage with, social media re-enactments as commemorative events. We find that rather than promoting a unitary propagandistic narrative about Russia, 1917LIVE served instead to soften attitudes towards RT itself – encouraging audiences to view RT as an educator and entertainer as well as a news broadcaster – normalising its presence as a Russian public diplomacy resource in the international news media landscape. Our analysis of audience interactions with and interpretations of 1917LIVE affords insights into how the 1917 re-enactment worked as didactic entertainment eliciting affective identification with the characters of the revolution. Such public diplomacy projects contribute in the short term to a strengthening of the engagement required to create longer-term soft power effects. [ABSTRACT FROM AUTHOR]