U.S. and Russian Public Diplomacy in Bosnia and Herzegovina: A Comparative Study

Abstract

Public diplomacy, as a key instrument in great-power competition, has assumed heightened importance in the fragmented and crisis-prone environment of the Balkans. The present study aims to identify and compare the patterns, mechanisms, and strategies of public diplomacy employed by the United States of America and the Russian Federation in Bosnia and Herzegovina. The study adopts a descriptive–analytical approach and employs a comparative case-study design, with data collected through documentary and library-based research methods. The findings indicate that the United States represents an institutionalized, nationwide, long-term model of public diplomacy centered on educational initiatives such as the Fulbright Program and LEAD, as well as the Public Affairs Offices of the U.S. Embassy, whereas Russia employs an identity-oriented, Republika Srpska-focused, short-term model based on Balkan-oriented media, the Serbian Orthodox Church, and anti-Western narratives. The United States enjoys a relatively high level of acceptance among Bosniaks and a segment of the Croat population but encounters resistance among Serbs. In contrast, Russia enjoys substantial acceptance among Bosnian Serbs, while its influence among Bosniaks and Croats remains highly limited. The study concludes that the effectiveness of public diplomacy in fragmented environments such as Bosnia and Herzegovina depends not only on material power resources but also on the ability to establish meaningful connections with the identities, collective memories, and historical experiences of target audiences. Accordingly, Iran can strengthen its public diplomacy in Bosnia and Herzegovina as part of a long-term and balanced Balkan strategy by building on its comparative cultural, literary, and religious advantages while avoiding involvement in costly and protracted geopolitical rivalries.