THE «SOFT POWER» MECHANISMS IN MODERN INTERNATIONAL INFORMATION POLICY: REALITIES AND PROSPECTS

DOI: 10.31673/2786-7412.2024.033149

Abstract

In recent years, Ukraine has demonstrated high ratings of the Global Soft
Power Index, which cannot but please, but the decrease in this index for Ukraine
during the war cannot but alarm. After all, it is precisely in such a difficult time
for the country that the state must constantly increase efforts to promote its
international information policy aimed at increasing support for Ukraine in the
world. Which, in turn, prompts scientists to update further searches for effective
mechanisms for screening a positive image of Ukraine in the globalized world.
The issue of the formation and development of Ukraineʼs Soft Power has
been widely reflected in the research of both domestic and foreign scientists.
However, the need to improve the mechanisms of Ukraineʼs international
information policy remains relevant not only in wartime, but also in the following
(post-war) period. Therefore, the purpose of the study, the results of which are
presented in this article, was to analyze the potential possibilities of applying Soft
Power mechanisms in the context of international state information policy and the
nearest future. In particular, the authors state that in the 21st century, digital
diplomacy is becoming the leading mechanism of Soft Power in public diplomacy.
This mechanism of diplomacy provides other actors with additional opportunities
to participate in multilateral diplomatic campaigns with influential people and
organizations. The leading modern trend of digital diplomacy is becoming network
diplomacy. Therefore, helping to create the infrastructure for these networks
should become a much higher priority for governments.
Integral parts of the general concept of Soft Power in modern public
diplomacy are: cultural diplomacy, as an important way to connect with different
groups and help people understand the values and culture of the country;
educational diplomacy, which includes providing opportunities for studying
abroad and educational programs and exchanges to improve diplomatic relations
and international cooperation; sports diplomacy, which is able to bring people,
nations and communities closer together through a common love of sports and physical activities; economic diplomacy, through which countries try to maximize
their national advantages in all areas of economic activity, including trade,
investment, etc. The doctrine and mechanisms of Soft Power have their
shortcomings, which are increasingly manifested in conditions of growing global
tension and confrontation. In particular, when politicians, demagogues and
populists gain the upper hand in national politics, the IC rapidly loses its
effectiveness. During open war or open information confrontation, Soft Power is
reduced to ordinary propaganda and indoctrination. The mechanisms and
standards of Soft Power are actually poorly adapted to the needs of provoked
counter-propaganda, etc.
The decline of Soft Power will have far-reaching negative consequences.
Therefore, modern states and their governments should now pay attention and
make efforts to improve existing and search for new mechanisms of their
international information policy, both in the context of increasing the effectiveness
of Soft Power and in connection with the increasing need to confront aggressive
mechanisms of «Hard Power», which are increasingly becoming widespread.

References
1.Panel discussion «Soft Power: How the Great War Changed Key Narratives in
Ukraineʼs External Communications». BRAND UKRAINE International
Conference 2024. Аvailable at: https://brandukraine.org.ua/en/projects/bran
d-ukraine-international-conference-2024.
2.Nikulishyn, N. (2015). International Cultural Cooperation as the Important
Component of Ukrainian soft power Policy. Science and Education a New
Dimension. Humanities and Social Sciences, III(7), 42, 61-65.
3. Nye, J. (2019). Soft power and Public Diplomacy Revisited. The Hague
Journal of Diplomacy, 14(1-2), 7-20. DOI: 10.1163/1871191X-14101013.
4. Nye, J. (2021). Soft power: The Evolution of a Concept. Journal of Political
Power, 14(1), 196-208. DOI: 10.1080/2158379X.2021.1879572.
5. Nye, J. (2022). Soft power after Ukraine.
Aspistrategist.org.au. Аvailable at: https://www.aspistrategist. org.au/softpower-after-ukraine.
6.Ellwood, D. (2022). Narratives, Propaganda & «Smart» Power in the Ukraine
Conflict, Part 2: Inventing a Global Presence. Аvailable at:
https://uscpublicdiplomacy.org/ blog/pdwartime-narratives-propagandasmart-power-ukraine-conflict-part-2-inventing-global.
7.Sas, I. (2022). Soft power as a Component of Social Capital: Ukrainian
Context. Financial and credit activities: problems of theory and practice,
1(42), 398-405.
8.Henrikson, Alan K. (2023). The role of diplomacy in the modern world.
Reimagining the International Legal Order, 24.
9.Hanson, Fergus. A digital DFAT: joining the 21st century. Lowy Institute.
Аvailable at: https://web.archive.org/web/20120322074924/https://www.l
owyinstitute. org/Publication.asp?pid=1432.
10.Kerr, Pauline; Wiseman, Geoffrey (2017). Diplomacy in a Globalizing
World. Oxford University Press, 464.
11.Cyber diplomacy Stateʼs Efforts Aim to Support U.S. Interests and Elevate
Priorities. United States Government Accountability Office, January 2024,
38 р.
12.Digital Diplomacy Communication Directorate. Аvailable at: https://web.
archive.org/web/20120405094012/http://digitaldiplomacy.fco.gov.uk/en/a
bout.
13. Metzl, Jamie (2001). Network Diplomacy. Georgetown Journal of
International Affairs, 2, 1, 77-87.
14. Peopleʼs Diplomacy. National Museum of American Diplomacy. Аvailable at:
https://diplomacy.state.gov/online-exhibits/diplomacy-is-ourmission/prosperity/peoples-diplomacy.
15.Vaxevanidou, Maria (2018). Education as public diplomacy: How to build
an international image in education. Journal of Media Critiques, 14. 55-70.
16.Sports Diplomacy 2030. Commonwealth of Australia as represented by the
Department of Health. 2019. 31 р.
17.Sports Diplomacy. Аvailable at: https://eca.state.gov/sports-diplomacy.
18.The pandemic is hurting Chinaʼs Belt and Road Initiative. The Economist.
Jun 4th 2020. Аvailable at: https://www.economist.com/china/2020/06/04/t
he-pandemic-is-hurting-chinas-belt-and-road-initiative.
19.Federal government rips up Victoriaʼs controversial Belt and Road
agreements with China. Foreign Minister Marise Payne says the agreements
are «inconsistent with Australiaʼs foreign policy». SBS News. 21 April
2021. Аvailable at: https://www.sbs.com.au/news/article/federalgovernment-rips-up-victorias-contro versial-belt-and-road-agreementswith-china/zecfjjhzk.