Russia has revived the Soviet-era Intervision contest as part of its strategy to engage with Global South allies and promote a vision of cultural independence from Western influence. This move underscores Moscow’s ongoing efforts to counter Western cultural dominance and strengthen its geopolitical influence. The Intervision contest, a former Cold War-era competition, has been reimagined as a platform for Russia to assert its cultural and political presence.
The initiative is part of a broader geopolitical campaign by Russia to reposition itself as a leader in the Global South, a bloc that has historically been wary of Western dominance. By leveraging cultural diplomacy, Moscow aims to build alliances with countries that are seeking alternative partnerships outside of the Western sphere. This approach is seen as a counter to the West’s cultural and economic influence, particularly in regions where Russia has historical ties and strategic interests.
Analysts suggest that the revival of the Intervy contest is not just a cultural endeavor but also a strategic move to bolster Moscow’s soft power. With the global order shifting and the West facing internal challenges, Russia sees an opportunity to expand its influence by offering an alternative model of cultural and political engagement. The contest’s revival is expected to attract participants from countries in Africa, Asia, and Latin America, further solidifying Russia’s position as a cultural and political leader in these regions.