“soft power”

The article studies phenomenon of diaspora diplomacy of Russia as an instrument of “soft power” on the example of the practice of the city of Moscow. Scientifi c and practical signifi cance of the chosen issue lies in the comprehension of the infl uence of domestic approach of interaction with compatriots on the specifi cs and dynamics of the formation of an attractive image of the state. Scholarly novelty of the article lies in the fact that it is devoted to the case of diaspora diplomacy at the sub-state level, which has not been studied before.

Results of a survey of representatives of leading universities of Saratov region are analyzed in this article. Experts were asked about the current and potential possibilities of using resources of scholarly and educational organizations in terms of achievement of public diplomacy goals. Based on this survey, key directions of optimization of regional universities’ potential and their functioning as subjects of “soft power” for neighboring countries and beyond are systemized and substantiated.

The article reviews the basics of the concept of “soft power”, which is actively used by the United States to promote its interests in the essential country of Southeastern Asia – the Socialist Republic of Vietnam. Basing on studying of materials of Executive authorities of the United States, such as the State Department and the U.S.