The New Stage for Soft Power: How Russia’s Intervision Signals a Fracturing Global Culture
Four billion viewers. That’s the estimated audience for Russia’s Intervision 2025, a music competition explicitly designed as an alternative to the Eurovision Song Contest. While Eurovision has long been a symbol of European unity and progressive values, Intervision represents something far more disruptive: a deliberate attempt to construct a parallel cultural sphere, one built on “traditional values” and geopolitical alignment. This isn’t just about music; it’s a harbinger of a fragmenting world order where cultural influence is increasingly weaponized.
A Cold War Reimagined: The History of Intervision
The Intervision format isn’t new. Its origins lie in the 1960s and 70s, as a Soviet-bloc initiative to foster cultural exchange – and subtly challenge Western dominance. While Western artists occasionally scouted talent at these events, Eurovision’s organizers consistently rebuffed cooperation. Russia’s recent revival of Intervision, following its 2022 ban from Eurovision, is a clear signal of intent. It’s a move to create a space where Russia, and its allies, can dictate the narrative and project an image free from Western scrutiny.
Beyond the Music: Geopolitics and Values on Display
Unlike Eurovision, which attempts (however imperfectly) to maintain a neutral stance, Intervision openly embraces political messaging. President Putin’s opening address emphasized “respect for traditional values and cultural diversity,” a thinly veiled critique of Eurovision’s inclusivity, particularly its support for the LGBTQ+ community. This isn’t accidental. Russia has actively legislated against “non-traditional relationships,” framing Western liberalism as a threat to its national identity. Intervision provides a platform to legitimize these views and attract nations with similar ideologies.
The BRICS Alliance and Beyond
The guest list for Intervision 2025 reveals its geopolitical ambitions. While framed as a competition for “friends of Russia,” the event drew participants from BRICS nations, former Soviet republics, and countries seeking alternatives to Western influence. Invitations extended to North Korea and Hungary (an EU member) underscore the breadth of Russia’s outreach. This aligns with Russia’s broader strategy of building a multi-polar world order, challenging the dominance of the United States and its allies. As Foreign Minister Lavrov stated, Intervision is just one of many cultural events designed to strengthen these emerging alliances.
The Curious Case of the US and Australia
The inclusion – and subsequent withdrawal – of artists representing the United States and Australia highlights the complexities of navigating this new cultural landscape. The initial selection of B Howard to represent the US, followed by his replacement with Australian-US citizen Vassy, raises questions about the level of US engagement. Vassy’s claim of pressure from the Australian government, though denied, suggests a reluctance among some Western nations to be seen legitimizing the event. This hesitancy underscores the inherent tension between cultural exchange and political alignment.
Cultural Diplomacy as a Weapon
International mega-events like Intervision and Eurovision are powerful tools of cultural diplomacy. Authoritarian regimes, in particular, utilize them to “soften” their image and project a favorable narrative to a global audience. However, all nations leverage these events to reinterpret their history and present themselves in a desired light. Intervision represents a deliberate attempt to counter Western narratives and promote an alternative vision of global culture. The voluntary withdrawal of the Russian contestant, Shaman, after his performance – declaring Russia had already “won” by hosting – exemplifies this confident assertion of cultural power.
The Future of Cultural Fragmentation
The success of Intervision 2025, and its continuation as an annual event (Saudi Arabia is slated to host in 2026), could accelerate the fragmentation of global culture. We may see the emergence of competing cultural spheres, each aligned with distinct geopolitical blocs. This could lead to increased polarization, reduced cross-cultural understanding, and a more contested global landscape. The fact that Vietnam’s winning artist, Duc Phuc, is openly gay, despite the event’s stated values, adds a layer of complexity, suggesting that even within these constructed spheres, internal contradictions and diverse voices will persist.
The rise of Intervision isn’t simply a story about music; it’s a reflection of a deeper geopolitical shift. It’s a signal that the battle for hearts and minds is intensifying, and that culture is now firmly on the front lines. What will be the long-term consequences of this cultural fracturing? Share your thoughts in the comments below!
