Abstract
In the modern world, the phenomenon of "soft power" plays an important role, traditionally serving as a tool of foreign and domestic policy of states. At the same time, in the conditions of a multipolar world, the role of "soft power" has significantly expanded. Currently, it is firmly included in the foreign policy arsenal of the leading countries of the world as an inseparable component and form of foreign policy strategy. The article examines the approaches of two countries with the most developed economies — the People's Republic of China and the United States — to the development and application of national models of "soft power" to form their positive image. The discussed issue has not yet taken its proper place in domestic political science research, as Ukraine belatedly accepted the concept of "soft power" as a real tool of political influence on the international arena, which actualizes the proposed intelligence.
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