INTERNATIONAL IMAGE OF THE STATE AS AN ELEMENT OF SOFT POWER:UNITED ARAB EMIRATES

Abstract

Annotation. The strength of any state for a long period of time has traditionally been characterized by the power of its armed forces, economy and ability to impose its policies on a global scale. The form of political power known as "Hard Power" for many years was the only tool for correcting the political interests and behavior of the parties in the international arena. Nevertheless, the use of methods of war, threats and coercion often led to large-scale human losses, which forced us to reconsider the paradigms of the past and give rise to new ones. In the context of the current humanization of the world society, the increase in the global influence of the state has become possible with creation of an attractive national image. Although the concept of branding has been an alternative to a non-traditional political concept, it has recently become a mainstay of strategies for demonstrating counties’ "Soft Power".

The purpose of the article is to identify the key trends in the UAE’s foreign policy in the field of “soft power” and its impact on the image of the state. The importance of the study is related to the growth of the UAE as a regional and global economic “power”, successfully using its achievements in the struggle for regional and international influence. The article touches on various aspects such as cultural diplomacy, tourism, economic success and international cooperation. In recent years, the UAE has been actively working to improve its image on the world stage to achieve goals in diplomacy, business and other areas. Thus, the study aims to highlight the soft power instruments used by the UAE in its foreign policy. Additionally, the study aims to identify challenges the UAE may face in the future when using unconventional force and ways to avoid any potential pitfalls.