What message is Russia sending us: Russian cultural diplomacy in Serbia at the beginning of the 21st century

In the light of new approach to the promotion of the Russian Federation in the world, the author discusses its cultural diplomacy in the Republic of Serbia. The basic research question in the paper is related to the value orientation of Russia's cultural diplomacy in Serbia. He tries to identify the most important means of communication used by Russia's cultural diplomacy in Serbia, as well. The author finds that the main directions of the persuasive actions of the Russian Federation are harmonized with its political goals in Serbia and that the idea of Russia as a protector of Serbs is the basis of its value orientation. He finds the most significant shortcomings in Russia's persuasive actions in the absence of a pro-Russian cultural elite in Serbia and a television channel.