Geopolitics in the ESC: Comparing Russia’s and Ukraine’s use of cultural diplomacy in the Eurovision Song Contest

The Eurovision Song Contest has long served as a platform for cultural diplomacy among its participants. This paper examines how Russia and Ukraine have approached cultural diplomacy in and around the Eurovision Song Contest in the wake of the Russo-Ukrainian war. Following an outline of pertinent events from 2014 to 2022, including the Song Contest and the respective countries’ selected entries as well as the public discourse surrounding them, two distinct types of cultural diplomacy—culturalist versus neo-propagandist—are employed in a congruence analysis. The findings show that Russia employed a largely neo-propagandist approach to cultural diplomacy characterized by their projected image of peacefulness, innocence, and strength to alter their situational image. Ukraine has employed a mostly culturalist approach mainly focused on mutual recognition and the representation of national culture. The conscious instrumentalization of the platform to counter misconstrued perceptions of Ukraine shaped by the Kremlin’s rhetoric also adds neo-propagandist elements.