The concept of "Soft power" As an instrument of global political technologies

This article considers the concept of "soft power" as a tool to influence international processes and national governments in modern geopolitics. The concept of "soft power", originally used in the US foreign policy and focused on the promotion of American values (freedom, human rights, democracy, market economy, rule of law and civil society) and approaches to the world order, became an effective instrument of cultural diplomacy used by different actors in world politics. At the same time, the "soft power" has played an important role in the so-called "color revolutions" aimed at regime change in the West's geopolitical interests. The authors explore the "color revolutions" in terms of the clash of civilizations and the role of "soft power" in their implementation