The evolution of the soft power concept by J. Nye from its formation to the present day

Abstract

The article analyzes the evolution of the soft power concept that was developed at the turn of the XX-XXI centuries by the American political scientist J. S. Nye Jr. The authors consider the transformation of the soft power concept in accordance with global shifts in the system of international relations, changes in the balance of forces between the main actors and the rapid development of digital technologies. The analysis of soft power and smart power concept as well as their relationship with various manifestations of hard power is provided. Furthermore, possibilities of using hard power instruments in order to generate an effect comparable to the one of soft power are regarded. The authors separately consider the concept of legitimacy in the successful application of soft power technologies as well as the possibilities of manipulative application of strategies aimed at forming attractive images through propaganda. The authors place special emphasis on the fact that the policy of D. Trump forced by J. Nye to adjust his concept of the main soft power resources and to strengthen the role of the public as the main carrier of norms and values attractive to other countries in times of crisis. At the same time, the main practical purpose of the concept of J. Nye is still to preserve the role of the global hegemon for the United States of America.

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