Prospects of soft power in Asia (the example of China and India)

The central aspects of soft power application in China and India are in the certain focus of this article. The regional competition between China and India is considered as the main determinant of soft power strategies in Asia. China’s and India’s actions in the sphere of soft power technologies are analyzed with respect to the civilizational identity. A special consideration is given to the issue of the states’ activity in the image making process and its efficiency.