The concept of «soft power» in the context of Ukrainian strategy of foreign policy

This article explores the basic principles and conceptual approaches to the concept of «power». Modern globalizational processes in the world (political, economic) influence the emergence of new concepts of power. The basic theoretical concepts of international relations - «hard power» and «soft power» and the possibility of using them in Ukrainian foreign policy are under consideration. The causes of emergence of the «soft power» concept is studied in the article. Among the mentioned causes we examine the end of «Cold War» and formation of multipolar international system. It brings us to the changes of the nature of the power itself and makes the strategy of «soft power» more potential. The attention is drawn to the relevance of the essence of the «soft power» concept and possibility of its usage in Ukrainian foreign policy, in its political scientific discussions. The annexation of the Crimea in 2014 and the military conflict with Russia influenced the future implementation of this concept. The potential of the «soft power» concept in Ukraine is already exhausted. The «Orange Revolution» in 2004 and «Revolution of Dignity» in 2014 are the symbolic events of modern Ukraine and the main tools of the «soft power». These events formed a positive image of Ukraine in Europe. It is necessary to restrict (financially and informationally) the usage of this concept and give priority to the «hard power». Concept of «soft power» is only effective in the countries with significant military and economic potential. With regard to Ukraine, the tools of the attractiveness of the economic model of development are not effective and are still unpredictable. The secondary effects of internal political and economic upheavals, the annexation of the Crimea and hostilities in the Donbas spread to most sectors of the national economy. It is noted that in the context of cultural and value attraction in order to use the whole image potential of our state, we need a well-thought out state information policy and a clearly planned branding campaign, which takes time and considerable financial expenses. Ukraine show that in order to ensure its national security for the ‘second-tier’ states the development of its own military force should be on a priority basis.