Cultural-philosophical prerequisites of the “soft power” concept

This article delves into the cultural-philosophical prerequisites preceding the formation of the “soft power” concept. As a result of the study, the philosophical and cultural-anthropological factors of the emergence of this concept are highlighted. Conceptually, its philosophical origins are intertwined with two primary inquiries: firstly, the influence of the communicator on the recipient (the Maieutics of Socrates, the “Rhetoric” of Aristotle), secondly, the study of individual properties of culture, educational (Plato, Cicero, Confucius), unifying (Sun Tzu), regulatory (N. Machiavelli). Culture, as a full-fledged instrument of the “soft power” influence encompassing all these properties, is analyzed in the works of A. Gramsci. Another significant source shaping the “soft power” concept is the scientific tradition of cultural anthropology as a distinct discipline, which views culture as an essential element of colonial administration (E.B. Tylor, F. Boas, B. Malinowski) and interstate confrontation (R. Benedict). The French School of Social Anthropology has focused on the study of the mechanisms of formation of public opinion (G. Tarde) and methods of influencing the masses (G. Le Bon). In conclusion, the concept of “soft power” emerges as a product of diverse intellectual traditions, blending philosophical inquiries, cultural analyses, and anthropological insights. By elucidating its cultural and philosophical foundations, this article provides a comprehensive framework for understanding the complexities of modern power dynamics and international relations.