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Country’s image as an element of “soft power”
Vedernikova Mariya Igorevna

Postgraduate at the Centre for Cultorological Studies, Institute of Europe of the Russian Academy of Sciences

125993, Russia, g. Moscow, ul. Mokhovaya, dom 11, str. 3.

maria.vedernikowa@yandex.ru
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Abstract.

At the present time, the states dedicate more attention to the capabilities of “soft power” in foreign policy. Namely this, increases the relevance of establishment of a positive image of Russia in the international arena. This article examines the capabilities of “soft power” and its key components. The main attention is given to the image of the state as the core element of “soft power”. The work also analyzes the methods of adjusting the formed image of the country and significant aspects that must be considered in this regard. The object of this research is the concept of “soft power”, while the subject is the image of the state as the key component of “soft power”. Methodological foundation contains the comparative analysis, induction and deduction, as well as other general scientific methods. The scientific novelty consists in suggesting the relevant methods of adjusting the image of Russia that lean on the theoretical basis of the “soft power” concept. An attempt is made to determine the most efficient ways of advancing the Russian “soft power”. The author concludes that the key aspect of the image optimization can become the promotion of the cultural-humanitarian image of Russia, as well as an essential role is played by application of the mechanism of national branding and constant monitoring of the current status of Russia’s image.

Keywords: Russia, national branding, international relations, brand, image, branding, soft power, strategy, foreign policy, concept

DOI:

10.7256/2454-0684.2018.1.22501

Article was received:

14-08-2017


Review date:

31-03-2017


Publish date:

12-02-2018


This article written in Russian. You can find full text of article in Russian here .

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