CONCEPTAL ASPECTS OF SOFT POWER STRATEGY
The article discusses soft power as a concept of political science and modern strategical technology. According to the authors, soft power is a way of exercising power, implying the creation of a favorable international environment by increasing the attractiveness, establishment of a legitimate agenda and the formation of preferences. The concept is associated with the American political science genetically. It is normative and related to the neo-liberal theory. At the same time, today the soft power is widely used as a tool of influence in many countries of the world.