Soft power and public diplomacy of Germany: past and present

Abstract

The concept of “soft power”, which gained popularity in recent years, was developed by the United States at the end of the Cold War. However, Germany has been using similar foreign policy tools long before the emergence of this term in 1990. The subject of this research is the German strategy of “soft power” with its own tradition and specificity that differs significantly from other countries. Public diplomacy remains the key instrument in building the “soft power” potential of Germany. Therefore, analysis is conducted on the evolution of the main vectors of “soft power” policy of the country and the activity of the key actors of its public diplomacy for the past 150 years. The article describes the use of “soft power” strategies by various political regimes that were in power in Germany. The conclusion is made that in foreign policy of the Federal Republic of Germany, which appeared on the world map in 1949, “soft power” and public diplomacy have played and continue to play an important role, allowing to achieve significant gains on the international arena in light of restrictions imposed after the World War II regarding the use of “hard power” tools. However, the German experience shows that excessive enthusiasm for building the internationally attractive image of the country may lead to quite unpredictable consequences.