«SOFT POWER» IN WORLD POLITICS: THE ESSENCE AND MAIN FORMS OF MANIFESTATION

Abstract

Abstract. The article on soft power analyzes a concept that was first proposed by American political scientist Joseph Nye in the early 1990s. Soft power refers to the ability of a State or other entity to influence the behavior and preferences of other countries through cultural, political, and foreign policy means, rather than through military force or economic coercion.

Soft power is defined as the ability to attract and persuade rather than coerce. It is opposed to hard power, which relies on violence and coercive measures. The article analyzes historical examples of the use of soft power in action, examines more recent examples such as cultural diplomacy and the promotion of a positive national image through the media and technology.

The role of soft power in modern international politics is analyzed in the context of globalization and increased interdependence, as well as its importance for the foreign policy of various states and new forms of diplomacy and international cooperation. The article emphasizes that soft power has become the most important tool in the modern international arena, allowing countries to achieve their goals through attraction and influence, rather than coercion and aggression.