RECONCEPTUALIZING SOFT POWER: THE ROLE OF DIGITAL TECHNOLOGIES IN THE NEW ARCHITECTURE OF INTERNATIONAL RELATIONS
Keywords:
digital diplomacy, platform power, strategic narratives, international communication, digital inequality, democracy, artificial intelligence, cyber-symbolism.
Abstract
This article provides a comprehensive theoretical and analytical examination of the transformation of the soft power concept in the context of the digitalization of inter- national relations. The aim of the study is to conceptualize and critically reassess soft power under conditions of digital transformation, with particular attention to the chang- es in its mechanisms, carriers, and ethical dimensions shaped by digital technologies, platform-based infrastructures, algorithmic mediation, and new forms of information interaction. The research is grounded in an interdisciplinary methodological approach that integrates political theory, digital humanities, international relations, and critical platform political economy. The article explores the dynamics of interaction between state and non-state actors within digital environments, analyzes contemporary instru- ments of influence – such as strategic narratives, cyber-symbolism, big data, and arti- ficial intelligence – and identifies new spaces for the exercise of soft power, including social media platforms, metaverses, and virtual communities. Special attention is devot- ed to the cases of the United States, China, and Ukraine as representative examples of distinct models of digital soft power. The study also highlights key risks associated with digital inequality, the deficit of global regulatory frameworks, and the absence of universally accepted ethical standards in the sphere of digital influence. The practical significance of the research lies in its potential application to the development of foreign policy strategies, the construction of a state’s international image, and the formulation of regulatory frameworks for digital diplomacy. The article concludes that digital soft pow- er is becoming a central mechanism in shaping a new architecture of global influence, thereby necessitating a fundamental reconsideration of traditional notions of power, legitimacy, and international interaction.
References
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Petrov, P. (2023). Political communication technologies in international relations of Ukraine: the use of PR technologies. International relations, public communications and regional studies, 3(17), 98-108. [in Ukrainian]. [Петров П. Технології політичної комунікації в міжнародних відносинах України: використання PR-технологій. Міжнародні відносини, суспільні комунікації та регіональні студії. 2023. № 3(17), 98–108. DOI: https://doi.org/10.29038/2524-2679-2023-03-98-108.]
Petrov, P. (2021). Technologies of modern foreign policy communication: general theoretical characteristics. Philosophy and political science in the context of modern culture, 13(2), 117-121 [in Ukrainian]. [Петров, П. Технології сучасної зовнішньополітичної комунікації: загальна теоретична характеристика. Філософія та політологія в контексті сучасної культур. 2021. № 13(2). С. 117–121. DOI: https://doi.org/10.15421/352131.]
Petrov, P. (2024). Peculiarities of the transformation of political and institutional communication relations with the internal and external environment under the influence of the digitalization process. Epistemological Studies in Philosophy, Social and Political Sciences, 7(2), 160-166 [in Ukrainian]. [Петров П. Особливості
трансформації політико-інституційних комунікаційних відносин з внутрішнім та зовнішнім середовищем під впливом процесу цифровізації. Epistemological Studies in Philosophy, Social and Political Sciences. 2024. № 7(2), С. 160-166. DOI: https://doi.org/10.15421/342455.]
Petrov, P., Vershyna, V., Holovko, I. (2025). The role of public diplomacy and paradiplomacy as a tool for strengthening political institutions in the digital dimension. Philosophy and Political Science in the Context of Contemporary Culture, 16(2), 215-221 [in Ukrainian]. [Петров П., Вершина В., Головко І. Роль
публічної дипломатії та парадипломатії як інструмент зміцнення політичних інститутів у цифровому вимірі. Філософія та політологія в контексті сучасної культури. 2025. № 16(2). С. 215-221. DOI: https://doi.org/10.15421/352462 .]
Bjola, C., & Holmes, M. (Eds.). (2015). Digital diplomacy: Theory and practice. Routledge. [in English]. [Bjola C., Holmes M. (Eds.). Digital diplomacy: Theory and practice. Routledge, 2015. DOI: https://doi.org/10.4324/9781315730844.]
Chadwick, A. (2017). The hybrid media system: Politics and power (2nd ed.). Oxford University Press. [in English]. [Chadwick, A. The hybrid media system: Politics and power (2nd ed.). Oxford University Press, 2017.]
Couldry, N., & Mejias, U. A. (2020). The costs of connection: How data is colonizing human life and appropriating it for capitalism. Stanford University Press [in English]. [Couldry N., Mejias U. A. The costs of connection: How data is colonizing human life and appropriating it for capitalism. Stanford University Press, 2020. DOI: https://doi.org/10.1093/sf/soz172.]
Cull, N. J. (2009). Public diplomacy: Lessons from the past. Figueroa Press [in English]. [Cull N. J. Public diplomacy: Lessons from the past. Figueroa Press, 2009. URL: https://uscpublicdiplomacy.org/sites/default/files/legacy/publications/perspectives/CPDPerspectivesLessons.pdf (дата звернення: 09.01.2026).]
Floridi, L. (2015). The Onlife Manifesto: Being Human in a Hyperconnected Era. Springer [in English]. [Floridi L. The Onlife Manifesto: Being Human in a Hyperconnected Era. Springer, 2015. https://link.springer.com/book/10.1007/978-3-319-04093-6 (дата звернення: 06.01.2026).]
Gillespie, T. (2018). Custodians of the Internet: Platforms, content moderation, and the hidden decisions that shape social media. Yale University Press [in English]. [Gillespie T. Custodians of the Internet: Platforms, content moderation, and the hidden decisions that shape social media. Yale University Press, 2018.]
Gorwa, R. (2019). The platform governance triangle: Conceptualizing the informal regulation of online content. Internet Policy Review, 8(2) [in English]. [Gorwa R. The platform governance triangle: Conceptualizing the informal regulation of online content. Internet Policy Review. 2019. № 8(2). DOI: https://doi.org/10.14763/2019.2.1407 .]
Hintz, A., Dencik, L., & Wahl-Jorgensen, K. (2019). Digital citizenship in a datafied society. Polity Press [in English]. [Hintz A., Dencik L., Wahl-Jorgensen K. Digital citizenship in a datafied society. Polity Press, 2019. DOI: https://doi.org/10.1515/commun-2020-2086.]
Jenkins, H., Ford, S., & Green, J. (2013). Spreadable media: Creating value and meaning in a networked culture. NYU Press [in English]. [Jenkins, H., Ford, S., Green J. Spreadable media: Creating value and meaning in a networked culture. NYU Press, 2013.]
Jin, D. Y. (2015). Digital platforms, imperialism and political culture. Routledge [in English]. [Jin D. Y. Digital platforms, imperialism and political culture. Routledge, 2015. DOI: https://doi.org/10.4324/9781315717128.]
Kaye, D. (2019). Speech police: The global struggle to govern the Internet. Columbia Global Reports [in English]. [Kaye D. Speech police: The global struggle to govern the Internet. Columbia Global Reports, 2019.]
Keohane, R. O., & Goldstein, J. (2001). Ideas and foreign policy: Beliefs, institutions, and political change. Cornell University Press [in English]. [Keohane R. O., Goldstein J. Ideas and foreign policy: Beliefs, institutions, and political change. Cornell University Press, 2001.]
Lobato, R. (2019). Netflix nations: The geography of digital distribution. NYU Press [in English]. [Lobato R. (Netflix nations: The geography of digital distribution. NYU Press, 2019. URL: https://nyupress.org/9781479804948/netflix-nations/ (дата звернення: 12.01.2026).]
Manor, I. (2019). The digitalization of public diplomacy. Springer. [in English]. [Manor I. The digitalization of public diplomacy. Springer, 2019. DOI: https://link.springer.com/book/10.1007/978-3-030-04405-3.]
Miskimmon, A., O’Loughlin, B., & Roselle, L. (2013). Strategic narratives: Communication power and the new world order. Routledge [in English]. [Miskimmon A., O’Loughlin B., Roselle L. Strategic narratives: Communication power and the new world order. Routledge, 2013. DOI: https://doi.org/10.4324/9781315871264.]
Nye, J. S. (2004). Soft power: The means to success in world politics. Public Affairs [in English]. [Nye J. S. Soft power: The means to success in world politics. Public Affairs, 2004.]
Risse, T. (2011). Governance without a state? Policies and politics in areas of limited statehood. Columbia University Press [in English]. [Risse T. Governance without a state? Policies and politics in areas of limited statehood. Columbia University Press, 2011. URL: https://cup.columbia.edu/book/governance-without-a-
state/9780231151207 (дата звернення: 15.01.2026).]
Seib, P. (2012). Real-time diplomacy: Politics and power in the social media era. Palgrave Macmillan [in English]. [Seib P. Real-time diplomacy: Politics and power in the social media era. Palgrave Macmillan, 2012.]
Selwyn, N. (2004). Reconsidering political and popular understandings of the digital divide. New Media & Society, 6(3), 341-362 [in English]. [Selwyn N. Reconsidering political and popular understandings of the digital divide. New Media & Society. 2004. № 6(3). С. 341-362. DOI: https://doi.org/10.1177/1461444804042519.]
Szondi, G. (2008). Public diplomacy and nation branding: Conceptual similarities and differences. Discussion Papers in Diplomacy, Netherlands Institute of International Relations Clingendael [in English]. [Szondi G. Public diplomacy and nation branding: Conceptual similarities and differences. Discussion Papers in Diplomacy, Netherlands Institute of International Relations Clingendael. 2008. URL:
https://www.clingendael.org/publication/public-diplomacy-and-nation-branding-conceptual-similarities-and-differences (дата звернення: 06.01.2026).]
Walker, C. (2016). The hijacking of «soft power». Journal of Democracy, 27(1), 49-63 [in English]. [Walker C. The hijacking of «soft power». Journal of Democracy. 2016. № 27(1). С. 49–63.]
Petrov, P. (2023). Political communication technologies in international relations of Ukraine: the use of PR technologies. International relations, public communications and regional studies, 3(17), 98-108. [in Ukrainian]. [Петров П. Технології політичної комунікації в міжнародних відносинах України: використання PR-технологій. Міжнародні відносини, суспільні комунікації та регіональні студії. 2023. № 3(17), 98–108. DOI: https://doi.org/10.29038/2524-2679-2023-03-98-108.]
Petrov, P. (2021). Technologies of modern foreign policy communication: general theoretical characteristics. Philosophy and political science in the context of modern culture, 13(2), 117-121 [in Ukrainian]. [Петров, П. Технології сучасної зовнішньополітичної комунікації: загальна теоретична характеристика. Філософія та політологія в контексті сучасної культур. 2021. № 13(2). С. 117–121. DOI: https://doi.org/10.15421/352131.]
Petrov, P. (2024). Peculiarities of the transformation of political and institutional communication relations with the internal and external environment under the influence of the digitalization process. Epistemological Studies in Philosophy, Social and Political Sciences, 7(2), 160-166 [in Ukrainian]. [Петров П. Особливості
трансформації політико-інституційних комунікаційних відносин з внутрішнім та зовнішнім середовищем під впливом процесу цифровізації. Epistemological Studies in Philosophy, Social and Political Sciences. 2024. № 7(2), С. 160-166. DOI: https://doi.org/10.15421/342455.]
Petrov, P., Vershyna, V., Holovko, I. (2025). The role of public diplomacy and paradiplomacy as a tool for strengthening political institutions in the digital dimension. Philosophy and Political Science in the Context of Contemporary Culture, 16(2), 215-221 [in Ukrainian]. [Петров П., Вершина В., Головко І. Роль
публічної дипломатії та парадипломатії як інструмент зміцнення політичних інститутів у цифровому вимірі. Філософія та політологія в контексті сучасної культури. 2025. № 16(2). С. 215-221. DOI: https://doi.org/10.15421/352462 .]
Published
2026-05-29
How to Cite
MykhailiukО. О. (2026). RECONCEPTUALIZING SOFT POWER: THE ROLE OF DIGITAL TECHNOLOGIES IN THE NEW ARCHITECTURE OF INTERNATIONAL RELATIONS. International and Political Studies, (41), 310-321. https://doi.org/10.32782/2707-5206.2026.41.27
Section
INTERNATIONAL MEASURING OF TRANSFORMATION PROCESSES
