SOFT POWER: POLITICAL USE OF A SCIENTIFIC CONCEPT
Keywords:
attraction, soft power, cultural diplomacy, hard power, USA, smart power.Abstract
At the beginning of the 21st century, the world entered a new era. The process of globalization characterizes the main trends of the modern world: there is a gradual transition from national economies to a single world economy, there is a rapid development of technologies that every day increasingly influence our lives, international and supranational structures are created, new key players in the world political arena - non-governmental organizations - appear , which take over part of the state powers. At the same time, the opposite process of regionalization is taking place, when countries in the region unite to solve common problems. Against the backdrop of the ambiguity of all global processes, factors of a “flexible plan”, non-force or soft methods of influencing the system of international relations, are becoming increasingly important.
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