Проявление коммуникативных особенностей «Мягкой силы» в истории государственного управления
В статье проводится анализ особенностей воздействия на общественные коммуникации и, в частности, на формирование в обществе субъект-объектных отношений, такого феномена, как «мягкая сила». В социально-исторической ретроспективе автор показывает особенности процесса возникновения различных её форм и объективных обстоятельств применения в разных эпохах и культурах прошлого. ; Management always been an essential attribute of living together in any community, and always varies in shape for its different members. This allows me to assert the soft power phenomenon was formed throughout the history of the state, so I considered the history of soft power using in ancient and medieval states as an object of my research. Using comparative-historical, political and legal analysis, I analyze features of soft power impact on public communication in Ancient Egypt, Sumer, Babylon, Old-Testament Jewish State, Cartage, and medieval Europe, and, in particular, on the formation of social subject-object relations in these regions. I pay special attention assessing the effectiveness of soft power in the context of religious, legal, institutional and educational practices. For development of advanced systems of 'soft' governance in the European countries the formation of cultural and educational centers has acquired particular importance, along with religion already in the Middle Ages Soft power has contributed to the maturing of the conditions for the emergence of early democratic mechanisms of social order through education and science, and this formed the basis for a public representatives' intellectual participation in the administration and government. Comparing the experience of the past with the present political situation, I conclude on the relevance of soft power in contemporary international communications, where it dictates the need to carry out relations in the international community through a search for compromise, the ability to hear the side of the opponents, to avoid unnecessary risks, etc.