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Using four emerging powers as a case study (China, Russia, Saudi Arabia, and Turkey), this paper examined how the current redistribution of power in the contemporary world has affected the Western Balkan region. The objective was to shed light on the ability of the emerging powers to make use of soft power to increase their influence. This paper demonstrated that the growing presence in the Western Balkan region of these emerging powers occurred to the detriment of traditional actors in the region, in particular to the European Union and the United States. While Russia favored political instability in the region to increase its grip, China proposed a new economic project to reach the European market and expand its own norms. As far as Saudi Arabia and Turkey were concerned, both states privileged the use of religious soft power in Muslim-majority countries. The paper concluded that a rapid European response is required today if the EU wants to remain the most influential actor in the Western Balkans.
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