Soft Power Methods In Politics And Economics

Abstract

The well-established definition of "soft power" is a form of political power that involves the ability to achieve desired results on the basis of voluntary participation, sympathy and attractiveness, as opposed to "hard power", which implies compulsion. The article analyzes theoretical and methodological approaches to the possibility of using not only in politics, but also in economics soft power methods, which, in the author's opinion, can become part of the management policy aimed at using public (open, accessible and collective) methods of influence.