Public diplomacy and soft power: building a positive image of the state

Abstract

In modern international politics, not only the image of political figures is becoming increasingly important, but also the perception of nation states in the international arena. The emergence and active participation of new actors in world politics has increased the role of soft power as an impact strategy for governments that seek to strengthen their positions. This article examines the role of soft power and public diplomacy in shaping or creating a country's image. Using cultural elements and public diplomacy, States set themselves the goal of creating an attractive image in the minds of the population of another State. Effective initiatives in the field of public diplomacy not only strengthen the country's soft power and influence, but also contribute to building strong relations and strengthening interstate cooperation. Structural and functional, discourse analysis, institutional, and systemic approaches were used to study soft power and public diplomacy. The scientific novelty of the research lies in the systematization and comparison of approaches to defining the concept of soft power and public diplomacy, as well as the components and forms of implementation of soft power by foreign researchers. Special attention is also paid to cultural peculiarities and the unique perception of the image of states. The author came to the following conclusions: soft power is an alternative to military and economic force. Successful implementation of soft power contributes to the formation of a positive image, which in the long term seems to be more effective and sustainable than traditional methods of influence. Soft power and public diplomacy are becoming not only tools for creating a country's image, but also an important part of its foreign policy, contributing to even greater support from the international community to strengthen its position on the world stage.