The evolution of principles to establishing cultural hegemony in the twentieth century
https://doi.org/10.48137/2074-2975_2025_2_76
Abstract
The article analyzes the evolution of the concept of «power of attractiveness » in public policy throughout the twentieth century, traces its relationship with the development of mass communication, the expansion of civic participation and ideological confrontations. Special attention is paid to the American experience in the field of public diplomacy, as well as the transformation of propaganda strategies from direct ideological influence to more subtle forms of «soft power».
About the Authors
Y. Malyshko
Russian Academy of National Economy and Public Administration
Russian Federation
Russian Federation
MALYSHKO Yulia A. – postgraduate student at the Institute of Social Sciences, lecturer at the Institute of Economics, Mathematics and IT
S. Novoselov
Russian Presidential Academy of National Economy and Public Administration
Russian Federation
Russian Federation
NOVOSELOV Sergey V. – postgraduate student of the Institute of Management and Regional Development
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Review
For citations:
Malyshko Y., Novoselov S. The evolution of principles to establishing cultural hegemony in the twentieth century. Обозреватель–Observer. 2025;(2):76-88. (In Russ.) https://doi.org/10.48137/2074-2975_2025_2_76
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