“SOFT POWER” IN FOREIGN POLICY OF THE REPUBLIC OF AUSTRIA

Abstract

Soft power is a concept developed by Joseph Nye of Harvard University to describe the ability to attract and co-opt rather than by coercion (hard power), using force or giving money as a means of persuasion. Soft power is the ability to shape the preferences of others through appeal and attraction. A defining feature of soft power is that it is noncoercive; the currency of soft power is culture, political values, and foreign policies. Recently, the term has also been used in changing and influencing social and public opinion through relatively less transparent channels and lobbying through powerful political and non-political organizations.International cooperation and dialogue are a prerequisite in all efforts aimed at establishing sustainable peace and development. Since Austria became a neutral status in 1955, effective multilateralism has thus been one of the key priorities of Austrian foreign policy. Located in the heart of Europe as a geographic interface between different cultures, religions and political systems, Austria has been, and continues to be, a bridge builder that supports constructive dialogue. Austria does not dispose of an impressive military might. Her voice is being heard, nevertheless. For the socalled soft power in today’s world is an indispensable ingredient of a policy geared towards achieving stability, and towards preventing serious new threats to security from developing. Humanitarian aid is an important means of diminishing human suffering, but it is also a crucial and very important tool for rendering the world safer. Austria is the 12th richest country in the world in terms of GDP (Gross domestic product) per capita, has a well-developed social market economy, and a high standard of living. Labour movements are particularly strong in Austria and have large influence on labour politics. Next to a highly developed industry, international tourism is the most important part of the national economy.Tourism accounts for almost 9 % of the Austrian gross domestic product. Efforts to overcome prejudice and intolerance between different cultures have been a very important aspect of Austrian foreign policy, and of Austrian foreign cultural policy. This is why Austria has engaged in a very active dialogue of civilizations and cultures aimed at preventing conflict and not having a clash of civilizations. Austria is also champions export of stability to neighboring regions, instead of importing instability. Austria recognized early on after the fall of the Iron Curtain that countries of the Central, Eastern and also Southeastern Europe, needed a «European» perspective. In order to enhance the political, economic and cultural cooperation with these countries, as well as people to people contact, and in order to define common goals and interests in Europe. Austria traditionally has been active in «bridge-building to the east», increasing contacts at all levels with Eastern Europe and the states of the former Soviet Union. Austrians maintain a constant exchange of business representatives, political leaders, students, cultural groups, and tourists with the countries of central and Eastern Europe. According to surveys published by numerous international rankings, Austria as the small country and it`s capital Vienna there are regularly top the best quality of life in the world. A rich cultural life and a diverse arts scene leave nothing to be desired – from magnificent historical buildings and museums to a vibrant nightlife. The nation has a rich tradition of being a continental cultural center. Optimal leisure, sports and shopping opportunities in Austria and in the greater Vienna area boasting beautiful landscapes, and recreational opportunities invite visitors to explore the city and its immediate surroundings. Numerous international and bilingual schools, modern universities, universities of applied sciences and research institutions. Austria has an excellent healthcare system by Western standards. Austria today is a member of international and regional organizations such as the United Nations, World Trade Organization and European Union. Additionally, the country is host to several key international groups, including the International Atomic Energy Agency, the Organization of Petroleum Exporting Countries and the Organization for Security and Cooperation in Europe. Austria is a stable country with a longstanding humanitarian tradition of fostering dialogue and understanding in Central-European region and far beyond. Austria builds positive influence, which in turn is used to export stability. The country has developed a high standard of living and in 2014 was ranked 21st in the world for its Human Development Index. Austrian case of soft power is very important in modern international relations. Key words: Republic of Austria; «soft power»; status neutral; consensus democracy; federalism; the national brand of social and economic development; cultural resources; international relations.