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“Soft power” of Bulgaria in international rankings
 
PIIS221979310022627-2-1
DOI10.37490/S221979310022627-2
Publication type Article
Status Published
Authors
Вилиян Кръстев 
Occupation: Associate Professor of the Department of Economics and Organization of Tourism
Affiliation: Economic University of Varna
Address: Bulgaria, Varna
Natalia Silicheva
Occupation: Associate Professor of the Department of Economics and National Economy Management, Doctoral Student of the Department of Economics and Organization of Tourism
Affiliation: University of Economics of Varna
Address: Bulgaria, Varna
Journal namePskov Journal of Regional Studies
EditionVolume 18. No4/2022
Pages24-42
Abstract

Measuring the effectiveness of the accumulated “soft power” by states is a problem that is actively discussed in the academic community. A characteristic feature of “soft power” is that it is not applied directly, but is a consequence of the resulting effect of various social events and initiatives in the process of using the potential of states. The key resources influencing the achievement of “soft power” lie mainly in the humanitarian sphere.

The purpose of the study is to track the assessment of the “soft power” of Bulgaria, reflected in its geopolitical image. The measurement of Bulgaria's soft power is based on the tools of five authoritative international ratings: Elcano Global Presence Index, The Global Competitiveness Index, Brand Finance, Bloom Consulting, FutureBrand. For an adequate assessment of “soft power” in these ratings, a comparison of Bulgaria with other Balkan countries with similar potential, as well as with Turkey as a regional geopolitical leader, was applied. The data is systematized in tables and charts.

A significant share of Bulgaria's “soft power” is traditionally created thanks to its cultural potential, which is characterized by the features of the priceless spiritual, archaeological, architectural and ethnographic heritage of the country. The study made it possible to find ways to increase the national self-esteem, uniqueness and international prestige of Bulgaria through the prism of increasing the importance of culture to the level of a national priority.

KeywordsBulgaria ranking, global presence index, global competitiveness index, geopolitical image, national brand
Received12.10.2022
Publication date22.11.2022
Number of characters23049
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1 Введение. Постмодернистская тенденция в геополитике, продиктованная ускоренным процессом глобализации после краха биполярной геополитической модели мироустройства, стимулирует территориально-политических субъектов к накоплению «мягкой силы» (soft power). С приобретением широкой популярности в современном геополитическом дискурсе термин «мягкая сила», введённый американским политологом Джозефом Найемом, является отражением деятельности различных типов субъектов в процессе накопления влияния и власти посредством притяжения, убеждения и престижа [34; 35]. Измерение его содержания в отдельных странах является функцией славы, присутствия, доверия, которые хранятся в геополитическом образе и идентифицируют их «вес» в их взаимодействии с внешним миром. Из-за возможности «мягкой силы» влиять на поведение других стран в процессе геополитического взаимодействия, некоторые авторы определяют её как «наиболее успешную версию рекоцептуализации силы в современных условиях» [5, с. 112].
2 Основные ресурсы стран для достижения «мягкой силы» лежат преимущественно в гуманитарной сфере. К таковым ресурсам относятся: высшее образование [9; 21] (в качестве примера можно привести исследования по Китаю [24],Турции [12], России [13; 29], Германии [15], США [3]), язык и культура [2; 11; 31; 33], идеология, [26; 27], религия [8; 18], историческая память [7; 16; 22], туризм [25; 28] (в т. ч. на примере Болгарии [14]), национальные бренды (например, Германии [10], Испании [36], Болгарии [30], Казахстана [4], стран Азии [20] и других государств, отражающиеся в глобальных рейтингах [6]), а также современные коммуникации [1; 19].
3 Характерной чертой «мягкой силы» является то, что она не применяется напрямую, но является следствием результирующего эффекта различных социальных событий и инициативы в процессе организации потенциала пространства. Это затрудняет её использование, она быстро теряется и непрерывно накапливается с течением времени [17]. Измерение эффективности, накопленной «мягкой силы» государствами является проблемой, которая вызывает множество дискуссий. Дополнительные осложнения связаны с её оценкой на основе количественных показателей и критериев. По этой причине в качестве своего рода сводных ориентиров накопления «мягкой силы» используются международные рейтинги [23; 32]. Хотя и наблюдаются некоторые недостатки в методологии измерения и оценки (преобладающий западноцентристский взгляд на мировое пространство; не всегда объективное сравнение, основанное на различном экономическом, демографическом и ресурсном потенциале; зависимость от частных или корпоративных интересов и т. д.), международные рейтинги обеспечивают достаточно значимый профиль выражений «мягкой силы» стран, содействие общему «взвешиванию» их репутации и влиянии в мире. Набор показателей, составляющих рейтинги, позволяет понять «вес» стран в международном взаимодействии с оценкой степени их глобального присутствия.

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