EU and Russia Co-Optation: (Re-)shaping the Ideas and Beliefs in the Moldovan and Armenian Societies

This chapter explores the co-optation strategies employed by the EU and Russia in Moldova and Armenia, focusing on how these powers sought to shape the ideas and beliefs within these societies. Russia’s co-optation efforts leveraged its cultural advantage rooted in Soviet-era ties, promoting a common language, media, and religious connections. In contrast, the EU aimed to co-opt Moldovan and Armenian societies through the promotion of democratisation and liberal values, primarily targeting Civil Society Organisations (CSOs) and cultural diversity initiatives. The chapter examines how these differing strategies were received by various segments of Moldovan and Armenian societies. CSOs generally viewed the EU’s democracy promotion positively and attempted to diffuse European values within their broader societies. However, the general public in both countries often found Russian traditional values more relatable and remained cautious of “Western” liberal values. The chapter highlights the complex interplay of historical ties, cultural influences, and strategic communication in the co-optation process, revealing how the EU and Russia’s efforts were perceived differently across societal sectors in Moldova and Armenia.