"SOFT POWER" AND "SMART POWER": CONCEPTUAL ANALYSIS

Abstract

The article deals with the methodological approaches to the analysis of the concepts of “soft power” and “smart power” in modern literature. Special attention is paid to the critical evaluation of the concept “soft power”, which is contained in the works of J. Gallarotti and K.S. Gray. Relying on the works of J. Nye and other modern researchers, the authors define “smart power” as an art of combining elements of soft and hard power; they also highlight methodological principles on which this concept is based.