The Norm Contestation and the Balance of Soft Power in the Post-Soviet Region: The Eurasian Economic Union versus the European Union

Abstract

This paper examines the power political norm contestation between the European Union (EU) and the Russian-led Eurasian Economic Union (EAEU). In recent years, the EAEU has increased its regional attractiveness, while the EU’s appeal has declined due to its internal problems, the impediments to further enlargement, the failure of color revolutions, and the rise of authoritarianism and nationalism in the region. This situation has provided Russia with significant advantages in consolidating its regional sphere of influence through promoting an alternative regional governance mechanism under its own terms and leadership. The paper compares the organizational structures and normative agendas of the EU and the EAEU. In this regard, it analyzes how Russia’s project reconciles regional countries’ increasing demand for national sovereignty with their need for regional economic cooperation. The paper argues that the soft power vacuum left by the EU in the region is being filled by Russia which has not behaved solely as a “spoiler” but developed a normative framework based on sovereignty, strong leadership, and other so-called “traditional Eurasian values.” The paper examines the links between those values and the EAEU’s rising attractiveness for some regional countries from a comparative perspective.