'Soft power' as a Concept: a Critical Analysis

The focus of the article is on current discussions on the heuristic significance of the "soft power" concept, examines the socio-political and philosophical foundations of the phenomenon, and states the de-Americanization of the soft power discourse and the related changes in the behavior of the new "soft power" actors.The theoretical basis of the article is the conceptual interpretation of the concept of "power" proposed by Joseph Nye as an alternative to Realistic and Neo-Realistic models of power relations in modern world politics. Nye singled out coercion, influence and attractiveness as equivalent dimensions of force.The research methodology is based on formal-logical and content-logical methods.The research procedure first of all is built around the typology of criticism of "soft power" as a concept and the prospects for its overcoming.In the analysis of the results, it is noted that Nye in the concept of "soft power" had verified the accents of modern socio-philosophical and political-philosophical approaches in relation to the power-discourse of international relations. It is predicted that the theoretical comprehension of the "soft power" will develop, as its use by states will continue. First, it concerns "rising forces" (such as China and India).In conclusion, it is emphasized that the ability of the state to compete globally in three areas (economic growth, military technological development and value-cultural impact) allows us to talk about it in terms of full power, which is impossible without resorting to the complex phenomenon of "soft power", questions of national identity in a new way and to the non-material grounds of the state.