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Defence diplomacy: Ukraine and the Global South

Based on previous experience, strategic communications – including defence diplomacy – are usually built on the principle of the “Five Ms”: messages, messengers, media, mediums and mechanisms. The messages should be tailored carefully to the audience, addressing political narratives, shared historical experiences, socio-psychological aspects, instrumental issues and cultural affairs. Ukraine should come out strong in the messaging and other pillars of this strategy when trying to cooperate with the “Global South” and procure military support.

April 11, 2024 - Omar Ashour - AnalysisIssue 3 2024Magazine

A Ukrainian,S-300 Air Defense System Photo: paparazzza / Shutterstock

The “Global South” is a fluid term, selectively used to describe developing states in contrast with the developed “Global North” or the “West”. The term is controversial and can be misleading. It is not strictly geographical or economic, but often aligned with a mixture of selective historical contexts, self-identification/re-identification, development indicators and political characteristics. These characteristics may include relative instability, corruption and other governance challenges, as well as social inequalities.

The regime types vary, as well. They can range from democratic/free (like Argentina, Brazil, Ghana, Namibia and South Africa), to hybrid/semi-free (like Pakistan, India, Morocco, Kuwait and Indonesia) and authoritarian/not free (the majority – from Nicaragua, Venezuela and Cuba in the west to Vietnam, Laos and Cambodia in the east, passing through Angola and Ethiopia on both banks of the African continent).

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