Comparative Analysis of South Korean and American Soft Power Practices in World Politics

In the 21st century, soft power has proved its effectiveness and expediency and has become one of the most important foreign policy instruments of strong, medium and small powers. The approach proposed by Joseph Nye is considered to be a classic example of soft power politics with the United States being the leading state in this field. However, considering the intensification of glocalization processes and the growth of anti-global and anti-American sentiments, the effectiveness of the US soft power is being called into question. On the contrary, the popularity of South Korean culture has been constantly growing all over the world in recent years, which proves the possibility of successful application of the soft power policy by a non-Western (Asian) state.Aim. The aim is to compare the South Korean and American approaches to the implementation of soft power policy.Tasks. The tasks include studying the elements of the US and South Korean soft power models (culture and way of life, values and ideologies, principles of foreign and domestic policy) and comparing them with each other.Methods. The methods of cross-cultural analysis and secondary analysis of data, including official sources, were used.Results. When implementing the soft power policy, both states use the same resources (elements) distinguished by Joseph Nye (culture and lifestyle, ideology and values, principles of domestic and foreign policy).Conclusion. The difference between national models of soft power lies in the content of these elements. The United States and the Republic of Korea convey different values and prioritize different elements of soft power. The United States, placing the main emphasis on ideology, promotes democratic values, while the Republic of Korea, relying on culture in the broadest sense, appeals to humanistic and Confucian values (love for oneself, caring for others, seeking harmony, cheerfulness). Directions for further research include the analysis of the origins and prospects of such a phenomenon of international relations as Asian waves (Japanese, Korean, Chinese, etc.).