The article discusses general theoretical approaches to the
concept of “soft power”. This phenomenon and tools are extrapolated to
the Central Asian region. It is summarized that the states of the region under
consideration in practice make little use of soft power and to a greater extent
act as an object for influential centers of world domination both in the West
and in the East.
Acknowledgments. The article was prepared at the State Academic
University of the Humanities as part of the state assignment of the Ministry of
Science and Higher Education of the Russian Federation, the FZNF-2023-0004
project – “Digitalization and formation of a modern information society:
cognitive, economic, political and legal aspects” (123022000042-0).