THE DECLINE OF SOFT POWER?

Abstract

The article deals with the origins and stages of the evolution of the concept of “soft power” in the political practice of the key countries in the world. This concept is both theoretical and practical product since it synthesizes and represents the direction of the application by a state its of social and political resources. It is significant to trace the transformation of the views of the author of the term J. Nye on the essential elements and mechanisms of “soft power”. The author examines the concept of “soft power” as an element of the US strategy to maintain its leadership in the world. In this regard, for other countries the use of “soft power” may be less effective for their own political purposes, because the concept is tuned to the specific characteristics of US policy. Moreover, with change in the international environment, Wash-ington modernizes the concept, of “smart power”. The author draws attention to the fact that the conditions for the use of turning it in “soft power” are likely to have been changed for the other states. The author concludes that there is a need to revise the existing theoretical approaches to the image of the state in the international arena and to develop new tools that can take into account the complex cultural, tourism, educational opportunities and achievements of every state.