The UK’s “soft power” policy: the struggle for target audiences

The UK’s “soft power” policy: the struggle for target audiences
// Pathways to Peace and Security. 2017. no 2(53). P. 28-36


DOI: 10.20542/2307-1494-2017-2-28-36


Abstract

The article analyzes approaches of the key agencies that carry out the British “soft power” strategy to determining their target audiences and priority areas. These key audiences are examined in two ways: by priority region for the soft power activities and by social group. Evolving social and economic conditions, changing security priorities, and ideological and political competition affect and lead to revisions of the British strategy to influence and engage audiences in other countries.


Keywords

soft power, influence, competition of ideas, target audiences, United Kingdom, elites


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For citation:

Kharitonova E. The UK’s “soft power” policy: the struggle for target audiences. Pathways to Peace and Security, 2017, no 2(53), pp. 28-36. DOI: 10.20542/2307-1494-2017-2-28-36