Abstract
Research background: With the processes of globalization in the modern world is inextricably interlinked the growing role of non-force methods in foreign policy, as well as the increased attention of the leaders of all leading states to improving the image and increasing the attractiveness of their country, which is directly related to the concept of soft power. To assess the degree of use of soft power in the foreign policy, various ratings are currently being constructed based on the analysis of public opinion, expert assessments, and the estimation of integral quantitative indicators. The data incomparability, as well as the subjective nature and not always adequate results of assessing public opinion, often lead to ratings inconsistency. In addition, Belarus is not included in most of the ratings. Purpose of the article: Assessment of the potential of soft power concept use for Belarus, in particular, based on the development of an integral indicator of the country’s image and popularity. Methods: The methodology of the Moscow School of Management Skolkovo and the British audit and consulting company Ernst and Young. When constructing the integral indicator, the principal component analysis and the ordered multiple-choice were also used. Findings & Value added: The assumption about the inconsistency between the considered soft power ratings was confirmed. Based on the results of the assessment of the soft power index and the integral indicator, it was concluded that Belarus can be classified as a country with an average level of potential for the use of soft power instruments.
Highlights
To assess the degree of use of soft power in the foreign policy, various ratings are currently being constructed based on the analysis of public opinion, expert assessments, and the estimation of integral quantitative indicators
Based on the results of the assessment of the soft power index and the integral indicator, it was concluded that Belarus can be classified as a country with an average level of potential for the use of soft power instruments
It can be said that the development of a strategy for the use of soft power tools is within the sphere of interests of practically every country, and it is certainly necessary to recognize the presence of certain positive effects
Summary
There is a tendency towards globalization in the world, which entails the world unification of states along with the economic, political and cultural spheres. It can be said that the development of a strategy for the use of soft power tools is within the sphere of interests of practically every country, and it is certainly necessary to recognize the presence of certain positive effects. It is possible to single out an extensive class of publications that are devoted to the discussion of the problems of measuring soft power, analysis, comparison and criticism of international ratings It seems interesting, for example, to consider the comparison the Portland Soft Power 30 Index and the China National Image Global Survey in (Zhang and Wu, 2019), which analyzes the differences in the assessments of soft power by Western organizations and the China Survey. According to the results of evaluating the models, country’s exports are higher if it's perceived by the importer to be exerting more positive global influence, so we can say that countries receive a commercial return on their soft power. In the few publications in this area, dedicated to Belarus, as a rule, the relationship between the holding of sporting events and the growth of the country's recognition rates in the world is analyzed
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
