Narratives, Perceptions, and Soft Power: India's Global Image Management during the Russia–Ukraine Conflict

This paper considers the use of narrative as an aspect of soft power by a middle power (India) in managing its global image during conflict (Russia - Ukraine). India emerged as a major player in terms of its "balanced" approach to the crisis. The paper examines India's image creation as a result of the way it presents itself in terms of "strategic autonomy," "neutrality," or "both." It uses the lens of "soft power" to analyze India's rhetorical actions (diplomatic), and its portrayal in both domestic (media) and international (cultural) forms to assess how India is perceived by the West, Russia/China, and the Global South. Findings demonstrate that India's decision to abstain in voting at the U.N., and its emphasis on dialogue are creating positive images of India as a "peacemaker," using its civilizational soft power, particularly "Vasudhaiva Kutumbakam" to create positive images of itself. At the same time, negative images of India being pro-Russian are being countered. The paper also discusses the fact that India's efforts to manage its image positively are challenged by both Western media, and by Sino-Russia alignment. In conclusion, the paper states that the successful management of India's global image has enhanced India's soft power in a multipolar world, positioning India as a leader of the Global South. This research demonstrates the significance of narratives in the construction of soft power during conflict, providing a basis for middle powers attempting to navigate polarized environments.