"Soft power": new elements in the "sustainable" transformation of the concept

"Soft power" — a term that was introduced 30 years ago by the American theorist J. Nye, and associated with a specifi c US foreign policy doctrine, has been actively used around the world in recent years, and the concept itself is being rethought based on specifi c goals, objectives and resources available to individual countries or international organizations. "Soft power" has not received a place in the "offi cial doctrines", but has been adopted by such organizations as UNE-COCO and the Council of Europe, the European Union, as well as by the heads of national foreign ministries and top offi cials of states. “Soft” power and public diplomacy are rather “aggressively” incorporated into national agendas for the formation of a foreign policy image, however, countries do not attach much importance to the concepts of the above categories, using the same terminology of J. Nye. What remains common for all subjects is that with the help of “soft power” they intend to broadcast a certain myth that is presented as reality, no matter whether it is about security, equal opportunities or some kind of worldview and way of life. And the particulars differ quite strongly. If initially the term meant the export of the American dream outside, today it can be human rights, gender equality, "green" and "blue" economy, ecology, principles of tolerance, humanitarian aid, migration and other areas used not only and not so much the United States, but also the states of Europe, Latin America and Russia, which was one of the fi rst to introduce the concept of "soft power" into the political lexicon. This article discusses the transformation of the “soft power” discourse that has been taking place in the last decade, its adaptation to the needs of various actors (states and organizations), the expansion of the toolkit and the “blurring” of the very concept of “soft power” in conjunction with the -th challenges facing the world community.