Digital Cultural Diplomacy Between East and West: Global Influence and The Role of Soft Power in Geopolitical Competition

The article analyzes the role of digital technologies and online platforms in shaping the “soft power” policy in international cultural diplomacy. It examines the strategies of digital cultural diplomacy in Eastern and Western countries, as well as their potential for creating and enhancing international image. Examples of cultural exchange and diplomacy carried out through digital platforms during the COVID-19 pandemic are also presented. The study results indicate that digital cultural diplomacy is an effective tool not only for boosting international image but also for providing strategic advantages in geopolitical competition.