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Russia's image: More freedom

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MOSCOW. (RIA Novosti political commentator Vasily Kononenko.)

In his first interviews since being appointed head of the presidential staff division for regional and cultural ties with foreign countries 100 days ago, Modest Kolerov has described his new job in modest but impressive brushstrokes, but his cautious words cannot camouflage his main task: To create a positive image of Russia in the former Soviet Union.

This task is so important, given the centrifugal processes ongoing in the Commonwealth of Independent States, that Kolerov, a political promoter and PR expert, was initially seen as a crucial element in Russia's relations with former Soviet states, where millions of ethnic Russians live. Their rights and Russia's national interests in neighboring countries can be upheld only if Russia is not just respected for its military might, oil and gas, but is also loved, if only a little. These are vital components of the national image.

Kolerov's appointment to this high Kremlin post was a pained reaction of the authorities to bad news from adjacent countries. Humanitarian interest in Russia in these countries has been dwindling in recent years, and the press has provided a tidal wave of negative information. In July 2004, President Vladimir Putin said at a conference with Russian ambassadors that "planned defamation campaigns" were being waged against Russia abroad. There came a day when the danger could not be disregarded any longer.

The choice of Kolerov was logical. His colleagues call him "a patriotic intellectual," he speaks openly about the advantages of Russian thinking and the Russian way of life, and now he is apparently trying to apply this idea in his action strategy.

"Russia and the Russian language in the former Soviet republics signify freedom; they are the condition for more freedom and greater opportunities. Millions of people in adjacent states are realizing their aspirations and their right to freedom in Russia." Kolerov said about catering to the humanitarian interests of Russian citizens in the CIS states.

His stand is apparently connected with his task of creating a more attractive image of Russia.

There is no gauge of success in the creation of the state's image. A positive image depends on the image of state authorities and their social, economic and cultural policies - and this is only a reflection of reality.

But we cannot say that the efforts of one division of the presidential staff have promoted respect for Russians in Moldova. On the contrary, the Moldovan authorities have expressed protest over Kolerov's visits to Chisinau and Tiraspol (capital of the self-proclaimed Transdnestr Republic), where he met with delegates of the Congress of Russian Communities and the Moldovan opposition.

But it is heartening that all sections of the Russian power pyramid are coming to see that image is the equity that can increase the state's virtual stock. This is a complicated art, which Russia is only now trying to master.

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