Poptsov Dmitriy A.

Purpose. To make a comprehensive analysis of the concept of public diplomacy. To record the main stages of its transformation. To assess the impact on this process of development of information communications, the role of information and psychological influence for the formation of public opinion. To compare the use of information communications in the framework of public diplomacy, in the framework of ’’hybrid conflict”. Methods. Based on the research of national and foreign scientists, the analysis of the main directions and mechanisms of information and psychological impact is carried out. The sources and means of ’’soft power” are determined. On the basis of the theoretical approaches described, the systematization of the main concepts set out in the article is carried out. Results. The article considers public diplomacy as part of the ’’soft power” toolkit. There are four main models of public diplomacy. The reasons for the transformation of public diplomacy in the XXI century, including the emergence of new mechanisms of influence, primarily digital media, are given. It is concluded that the use of information communications is a key tool for achieving these goals both in the framework of public diplomacy and in the framework of a changed approach to the use of national armed forces in the context of deep transformation of armed conflicts. Conceptual approaches to the phenomenon of hybrid conflicts in the context of the development of the strategy of indirect actions are presented. A change in the role of public diplomacy and its tools in the new geopolitical conditions is recorded. Scientific novelty consists in a comprehensive review of the concept of public diplomacy as an integral part of the “soft power” tools, as well as in the comparison of‘civil” and “military” approaches to the use of public diplomacy.