Abstract
The article analyzes the cultural policy of Italy, which is one of the key soft power instruments of the country, along with public diplomacy, the Italian language, education and scientific activities, through the prism of the cultural strategy of the EU. Despite the presence of a large number of articles on soft power implementation, this issue remains insufficiently covered today, since the concept of soft power emerged at the end of the 20th century in the framework of the American international relations school (J. Nye) and the majority of academic foreign papers are still devoted to the American soft power model. It is revealed that scientific community paid not enough attention to the Italian soft power phenomenon. The author’s goal is to analyze the cultural model of Italy, used as one of soft power component. According to the results of the structural, comparative and institutional analysis, fundamental problems in the development of the Italian cultural model were identified, as well as the links between the successful adoption of cultural diplomacy and economic crisis. The governmental initiatives in Italy in realization of cultural diplomacy and the EU cultural strategy are thoroughly reviewed. The analysis of the activities of specialized government institutions responsible for the cultural promotion of the country and the Italian language abroad is carried out. The soft power rankings, reflecting the effectiveness of cultural policy, in particular, Anholt-GfK Nation Brands Index and The Soft Power 30 are being analyzed. Measures to ensure the efficient use of the soft power resources in Italy are proposed. They are mostly aimed at combining the activities of existing institutions and forming an integrated strategy for popularizing, financing and broadening soft power components both within the state and foreign policy strategy.
Highlights
It is revealed that scientific community paid not enough attention to the Italian soft power phenomenon
Measures to ensure the efficient use of the soft power resources in Italy are proposed
They are mostly aimed at combining the activities of existing institutions and forming an integrated strategy for popularizing, financing and broadening soft power components both within the state and foreign policy strategy
Summary
В статье анализируется культурная политика Италии, являющаяся одним из основных инструментов «мягкой силы» страны наряду с публичной дипломатией, итальянским языком, образованием и научной деятельностью. Несмотря на наличие большого количества исследований по реализации «мягкой силы», данная тема сегодня остается недостаточно изученной, поскольку концепция «мягкой силы» возникла в конце XX в. Авторы поставили задачу более основательного рассмотрения культурной модели Италии, используемой в качестве компонента «мягкой силы». Рассмотрены основные наработки правящих кругов Италии в сфере реализации культурной дипломатии, проведен анализ деятельности специализированных институтов власти, ответственных за распространение культуры страны и итальянского языка за рубежом. Предложены меры для обеспечения эффективности использования основных ресурсов «мягкой силы» в Италии, которые нацелены на объединение деятельности уполномоченных институтов и учреждений, а также направлены на создание единой комплексной стратегии популяризации, финансирования и продвижения компонентов «мягкой силы» как внутри государства, так и во внешнеполитическом курсе.
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