Soft Power of the European Union: Mastering the Language of Power Politics

This book sheds light on the complexities of the European Union’s (EU) influence in a world dominated by global power politics. Written by an EU diplomat, it explores the dynamic landscape of soft power, with a focus on key regions such as the Western Balkans, Eastern Partnership, Southern Neighborhood, and Sub-Saharan Africa. Presenting the economic, diplomatic, and cultural dimensions, the book critically evaluates the EU’s effectiveness in shaping behavior amid intensifying global power competition.

With a unique perspective gained from on-the-ground experience in Kosovo, Ukraine, and Rwanda, the author navigates the EU’s responses to challenges, including Russia’s hard power approach. A must-read for policymakers and diplomats, this book blends academic analysis with practical insights, offering valuable lessons and recommendations for mastering the language of power in today’s global politics. Ideal for students and professionals, it provides a comprehensive explorationof EU foreign policy dynamics.

Dr. Zygimantas Juska is a European Union diplomat at the Delegation of the European Union to Rwanda. With six years of experience in EU foreign policy, he also held roles in the EU Delegation to Ukraine and the EU Office in Kosovo. Additionally, he is a Visiting Lecturer at the University of Rwanda. He holds a PhD in law from Leiden University, the Netherlands.

Juska has extensive experience as an EU competition lawyer in the European Commission, private sector, and academia. He became the first Lithuanian to be awarded the EU Fulbright Schuman scholarship, serving as a visiting scholar at Stanford University, USA, and the University of Michigan, USA. Moreover, he worked for a Lithuanian law firm as a legal associate in a dispute resolution practice group. Prior to that, he has also accumulated significant experience in international criminal law. He worked on the high-profile cases at the International Criminal Tribunal for the former Yugoslavia and represented Lithuania at the International Criminal Court in The Hague Working Group.