The place and role of cultural diplomacy in the process of consolidating the country's image on the international arena

Abstract

The article examines the peculiarities of cultural diplomacy, and also determines the place and role of cultural diplomacy in the process of consolidating the country's image on the international arena. It was determined that cultural diplomacy plays an important role in modern international relations. The spread of traditions and cultural values contributes to the destruction of barriers and stereotypes, promotes mutual understanding of representatives of different cultures. The spread of cultural heritage, familiarization with the intellectual contribution of the people of a separate state forms a general perception, attracts attention, increases the level of respect and forms a positive image of the country. Considering the fact that cultural interaction is an autonomous element of interstate interaction, contributing to the achievement of established foreign policy goals, its implementation becomes possible thanks to the deep relationship between traditional diplomatic missions and special cultural institutions. It is noted that in order to create a positive image of the country, it is worth using various forms of cultural international cooperation, such as festivals, forums, exhibitions, tours of outstanding creative groups, fairs and holidays of national culture. During the organization of such events, representatives of diplomatic institutions should contribute to the resolution of organizational issues (signing of documentation, organization of negotiations with public authorities of the host country), while employees of cultural organizations are responsible for the substantive side of these initiatives. It was established that in order to form the image of the state, it is impossible to do without the use of communication strategies specific to the sphere of cultural foreign policy. The state's cultural policy and cultural diplomacy should mainly operate with communicative strategies in the information sphere to popularize national culture outside the state. It has been proven that the key factors in the process of implementing state policy in the field of cultural diplomacy should be Ukrainian cultural achievements abroad, taking into account heritage and modernity, as well as emphasizing the need to form strategic planning to support the image of Ukraine on the international arena.