Author: Qo‘ziyev, Alim Abrayqul o‘g‘li Kasimova, Zilola G‘ulomiddinovna

Annotation: This article explores the concept of “Soft Power” as articulated by Joseph Nye and focuses on its importance in the governance of states and societies. In contrast to “hard power,” which relies on coercion and military force, “soft power” emphasizes attraction and persuasion through cultural influence, political values, and foreign policy. This article examines how soft power can strengthen governance, foster social cohesion, and improve international relations.

Keywords: Soft power, cultural diplomacy, influence, persuasion, governance, international relations, public diplomacy, political values, cultural exchange, foreign policy, national branding, international cooperation, perception management.

Pages in journal: 505 - 509