PUBLIC DIPLOMACY

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At thepresent stage of human development, we are witnessing the accumulation of more and more global problems. These include climate change, the growing food crisis, migration, international terrorism, etc. The old system of international security, established since the end of World War II, has served for many years as a guarantor of stability in maintaining peace both at the regional and international levels. But already in the 20th century, we are witnessing the collapse of the former security system by major Powers. The era of globalization in which we live has dramatically changed the lives of entire peoples and regions, and external circumstances emphasize the fragility of such a system. The rapid digitalization of society and the emergence of new technologies also create certain risks, through direct or indirect distortion of reliable information, which we are now witnessing. In the modern world, social hierarchy is provided not only on the basis of the distribution of material resources, but also to an increasing extent on the basisof the distribution of symbolic resources. In a rapidly changing world, attention is still being paid to the importance of non-military methods and information technologies in foreign policy and the management of modern political processes, and the state is losing its absolute power monopoly in international political processes. There are processes of disintegration both at the level of interstate relations and in the whole world. Based on the increasing role of the image of the state and other actors of international relations in political processes, scientific interest in the problem of image formation by means of public diplomacy in the international arena has increased in recent decades due to the fact that an opportunity has presented itself to take a fresh look at the information and communication field of state activity. The term "public diplomacy" has different interpretations, but they are reduced to two main ones: diplomacy carried out by non-state actors in international relations, and diplomacy whose object of influence is, first of all, the public opinion of other countries.