Information Components of Soft Power: Communicative Aspects

The article considers communicative potential of information components of soft power given the development of new information and communication technologies and forms of mass communication. Conceptual-analytical and communicative-technological approaches to the study of soft power as a system of resources and instruments of foreign policy are identified, as well as the inverse character of soft power technologies is demonstrated. The structural analysis of the information component of soft power, which is actively used by political and international structures to achieve their aims and respond quickly to challenges and threats in a global networked society, is carried out. The author's interpretation of the information component of soft power, which is considered to be a a set of information strategies, technologies and products used in the information space for realizing specific goals related to the political interests of soft power subject is suggested. Comparative analysis of rating models of soft power is carried out with due regard to the role of information in these analytical instruments. As an integral and systemforming element of the information structure of soft power, a media discourse is analyzed. When considering the main information components of soft power, separate network technologies and social media are allocated: technology of smart mob, fake discourses, instant mobile communication services (messengers). Under conditions of digitalization of international processes, messengers become a major channel of communication and the information resource aimed at formatting public opinion and coordination of groups. In conclusion, the authors determine that the inverse nature of the information components of soft power is manifested in its contradictory strategic attitudes. On the one hand, a media discourse of a soft power is aimed at fulfilling a consolidating function among the participants in the communicative process. On the other, media discourse is employed for implementation of destructive strategies related to the hidden manipulative influence on mass consciousness, using confrontationallyoriented technologies. It is noted that the development of digital technologies leads to create of new information types of soft power, such as digital culture, digital diplomacy, digital management, digital electoral system. Under conditions of the global informatization of society, the process of integrating network technologies, new and social media is being implemented, and their adaptability to new realities is being intensified, which ultimately leads to an increase in the mobility of the structural components of soft power, and to an increase in their synergistic effect.

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