TECHNOLOGIES OF PUBLIC DIPLOMACY AS A TOOL OF «SOFT POWER»: PECULIARITIES OF IMPLEMENTATION IN MODERN UKRAINE
DOI:
https://doi.org/10.29038/2524-2679-2023-03-63-83Keywords:
public diplomacy, international relations, «soft power», war, information, social networks, state image, HasbaraAbstract
The goal is to study the effectiveness of the implementation of public diplomacy tools of Ukraine as a means of «soft power» in foreign policy using the example of Israel's experience. To achieve this goal, the following tasks were set: to ana- lyze the development of public diplomacy as a means of «soft power» in Ukraine and, in particular, in Israel, as well as to determine the most effective directions for the use of public diplomacy in conditions of war and the course towards Eu- ropean integration.
The relevance lies in the review of public diplomacy as a means of «soft power» in the context of solving key challenges in the international relations of Ukraine, in particular in the conditions of the full-scale invasion of the Russian occupiers, and Israel, as a state that has been surrounded by enemies since the beginning of its existence. The effectiveness of the use of public diplomacy of Ukraine and its role in improving the attitude towards the country, as well as attracting interna- tional support, were investigated. Thus, the research expands the understanding of public diplomacy as a means of «soft power», which makes it possible to use this tool to improve the image of the state and expand its influence on global po- litical processes.
On the basis of research by Ukrainian and foreign researchers, an overview of public diplomacy as a means of «soft power» was carried out, and the effective- ness of its use in the foreign policy of Ukraine was outlined. Having considered the example of the implementation of Israel's public diplomacy after the tragic events of October 7, 2023, strategic areas of activity and effective use of public diplomacy technology in Ukraine during the war in international relations were formed. The results of the research can be used to improve the state's image and attract international aid.
The article examines the peculiarities of public diplomacy as an effective means of «soft power», using the example of Israel, which serves to regulate interna- tional relations and ensure the national interests of Ukraine in modern conditions.
«Lobbying» was singled out as the most effective aspect of soft power techno- logy that currently needs reform and development.
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