Soft power" in the digital age - globalization and changes in power dynamics [Articol]

Abstract

Digitalization as a new theoretical concept is actively used by researchers to assess economic, socio-political and other processes in a contemporary society. Digitalization, infiltrating the system of international relations, changes not only the principles of international communications, but also its tools. The peculiarities, risks and prospects of digitalization, in certain spheres and society as a whole, are actively explored in various branches of science, however, the digitalization of the economy, business processes, social institutions, society and people remain priority issues. To analyze digitalization, academic science uses comparative and system analysis. In particular, to determine the tools that contribute to the growth of “soft power” in the digital society, secondary data analysis is used. In the context of the digital transformation of the system of international relations, the scope and range of “soft power” tools are expanding. In addition, digitalization adapts the tools of “soft power” to the modern system of international relations, so that one of the important tools and factors in the growth of “soft power” becomes digital diplomacy. The author of the article defines “digital diplomacy” as a foreign policy instrument, which involves flexible forms of interaction between actors in international relations using new forms of mass communication and network technologies with the aim of influencing the world discourse on pressing issues, promoting interests and producing an operational response to the latest information challenges. It has been established that the growth of the country’s “soft power” correlates with the introduction of digitalization tools, however, digital soft influence can lead to negative consequences, namely the emergence and mass distribution of fake news, manipulation of the global agenda and digital inequality, among others. The development of objective criteria and methods for differentiating between legitimate and illegitimate digital tools of a country’s “soft power” is a further direction in research on the phenomenon of digitalization of “soft power”. Perceptions of attractiveness and trust influence the prosperity and influence of countries. A country’s soft power is not guaranteed. Countries have their own brands, an image shaped by the behavior of governments, what they do and say, who they associate with, and how they behave on the global stage. Increasingly, digital diplomacy plays a crucial role in creating and applying soft power. This paper argues that digital diplomacy is increasingly vital in articulating soft power. Digital diplomacy is a new way of conducting public diplomacy, offering new and unparalleled ways to build trust with previously disengaged publics. Soft power is now the driving force behind reputation and influence on the global stage, where digital diplomacy is increasingly playing a critical role.