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Тhe term humanitarian diplomacy is undergoing a number of changes in the political discourse of international relations. Already, various states and international organizations are investing in it with diff erent content. In this article, we will look at how Italy, the ancestor of the modern diplomatic system, puts into practice humanitarian diplomacy in the broad sense of the term. If initially the concept of "humanitarian diplomacy" meant only "providing humanitarian assistance to vulnerable segments of the population during a confl ict and victims of natural or man-made disasters", today it is already a whole umbrella concept that includes a wide palette of humanitarian cooperation on an ongoing basis in such areas such as: culture, science, education, youth, tourism. Particular attention is paid to the institutionalization of humanitarian diplomacy in the process of "transformation" of the foreign policy system of the Italian Republic. In addition, the author studies the cultural and scientific component of the international activities of the state on the example of cooperation with such "vulnerable" regions as: Africa and the Mediterranean. As the analysis of plans and reports of the relevant Italian structures, namely: the Ministry of Foreign Aff airs and International Cooperation, the Italian Cooperation Agency, showed, the main areas for cooperation in the humanitarian sphere are: education, fundamental research on environmental issues, agriculture, clean water and gender policy. In fact, activities in the fi eld of humanitarian diplomacy cover most areas of a universal, comprehensive nature. It is concluded that the Italian model of humanitarian diplomacy follows the global "trends" of reforming the ministries of foreign aff airs, and also "creates" its own practices of diplomatic discourse — legal and "hybrid" diplomacy, which, unfortunately, are not currently widely used and in its essence, in the first case, it is part of a multilateral (conventional), and in the second, it is rather a characteristic than an independent form of foreign policy activity, in the extreme case, a part of public diplomacy.

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"Soft power" — a term that was introduced 30 years ago by the American theorist J. Nye, and associated with a specifi c US foreign policy doctrine, has been actively used around the world in recent years, and the concept itself is being rethought based on specifi c goals, objectives and resources available to individual countries or international organizations. "Soft power" has not received a place in the "offi cial doctrines", but has been adopted by such organizations as UNE-COCO and the Council of Europe, the European Union, as well as by the heads of national foreign ministries and top offi cials of states. “Soft” power and public diplomacy are rather “aggressively” incorporated into national agendas for the formation of a foreign policy image, however, countries do not attach much importance to the concepts of the above categories, using the same terminology of J. Nye. What remains common for all subjects is that with the help of “soft power” they intend to broadcast a certain myth that is presented as reality, no matter whether it is about security, equal opportunities or some kind of worldview and way of life. And the particulars differ quite strongly. If initially the term meant the export of the American dream outside, today it can be human rights, gender equality, "green" and "blue" economy, ecology, principles of tolerance, humanitarian aid, migration and other areas used not only and not so much the United States, but also the states of Europe, Latin America and Russia, which was one of the fi rst to introduce the concept of "soft power" into the political lexicon. This article discusses the transformation of the “soft power” discourse that has been taking place in the last decade, its adaptation to the needs of various actors (states and organizations), the expansion of the toolkit and the “blurring” of the very concept of “soft power” in conjunction with the -th challenges facing the world community.