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It is now commonly held that the strengthening of cultural-ideological perspectives and networking analysis is a global phenomenon parallel to globalization. It can serve as an option alongside and against the effectiveness of economic and military hard power. One of the simplest manifestations of this is that the concept of soft power cannot be separated from the theories of international relations. Hard power is the direct way to achieve goals, the ability to change the actions of others regardless of their will. Soft power is an indirect way to achieve goals, based on the ability to shape the will of others. This ability is fueled by attractiveness, which others consider to be legitimate or have moral authority. This paper first introduces the analytical concept of soft power and then outlines those areas of intergovernmental relations in which soft power is considered legitimate. When developed, the meaning and scope of soft power was the static, one-directional broadcast or dissemination of national ideas and values through agents and institutions. This paper argues that soft power is a legitimate, working concept in all areas of intergovernmental relations where through a persuasion, sympathy and identification-based cooperation framework, it is possible to achieve desired results through a dynamic and reciprocal mechanism. Thus, besides the areas of culture, science, and development policies, soft power is also relevant for cooperation in such areas as conflict resolution - peace-building, classical diplomacy, trade and investment promotion and soft law.

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The Power of Attraction, Persuasion and Co-operation: Soft Power Areas

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2018.09.12.