CULTURAL DIPLOMACY: A DIGITAL TURN TO A GREEN COURSE

The article deals with the transformation of cultural diplomacy in the context of modern international relations. Based on the analysis of scientific works, the proposed study understands cultural diplomacy as a foreign policy activity aimed at the development of intercultural and intercivilizational dialogue, which makes it possible to broadcast their own cultural codes at the world level: lifestyle, history, traditions, art and even worldview. However, taking into account the ongoing geopolitical changes and the transition to a “new” normality, it makes sense to study what metamorphoses are introduced by external circumstances in the implementation of cultural diplomacy. Starting in 2021, international and regional organizations are increasingly holding studies and conferences on the impact of the pandemic on culture, as well as the need to include culture in the sustainable development agenda. Based on theoretical studies in the field of digitalization of cultural diplomacy, as well as reports from UNESCO and the EU, such as, for example, “UNESCO. Culture Shock: COVID-19 and the Cultural and Creative Sectors” “Increasing the resilience of cultural heritage to climate change: where the European Green Deal meets cultural heritage”, the author draws attention to the changes in the discourse of cultural diplomacy, namely: the inclusion of culture in the international agenda for climate, achieving the UN Sustainable Development Goals and digitalization. At the same time, the understanding of culture in world politics as an instrument of intercultural dialogue is gradually being eroded and replaced by its acceptance as a common good within the framework of the "green" concept.