SHAPING THE IMAGE OF THE STATE AS A POLITICAL AND LEGAL STRATEGY: A COMPARATIVE ANALYSIS OF SOFT POWER INSTRUMENTS IN THE ATR, EU AND MIDDLE EAST REGIONS

Abstract

Abstract. The article explores the formation of a positive international image of states as an element of political and legal strategy in the context of global competition and transformations in the international information environment.  A comparative analysis of soft power tools used by countries in the states in three key regions of the world: Asia-Pacific Region (APR), the European Union (EU), and the Middle East to construct a positive international image, enhance national influence, and legitimize political and legal narratives on the global stage was conducted. Particular attention is given to instruments such as cultural diplomacy, international broadcasting, educational exchange programs, digital presence, legal rhetoric in international forums, and humanitarian initiatives. The comparative approach reveals the regional specifics of soft power models: the EU’s value-driven approach, the pragmatic influence policies of APR countries (particularly China, Japan, and South Korea), and the hybrid model of Middle Eastern states combining religious, media, and economic levers. Attention is drawn to the challenges and limitations in the use of soft power as part of a legal strategy, including narrative competition, information wars, crises of trust in state actors, and ethical dilemmas. Examples of successful practices (South Korea, Japan, France, UAE) are analyzed and conclusions are drawn regarding the prospects for the use of soft power as a tool of influence in a global context. The final part of the article provides practical recommendations for Ukraine on the adaptation of successful models. The study concludes that the effective construction of a state’s image requires a systematic combination of political, legal, and informational tools within a coherent public diplomacy strategy.