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, , - , . . . , - . , , : , , Japan was postmodern before postmodernism became trendy - McGray Douglas, Japan's Gross National Cool // Foreign Policy, No. 130 (May - Jun., 2002), p.49.

, " ". Iwabuchi K., Recentering Globalisation: Popular Culture and Japanese Transnationalism. Durham, NC: Duke University Press, 2002 "mokokuseki", "no nationality" "stateless". , -, . , "", , , , , "stateless" . , ..

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- . , . - " " . "Asahi Shimbun": " - , , " "When the Prime Minister or leading politicians make provocative remarks that stir mistrust or anger, Japan quickly loses its attractiveness" - Asahi Shimbun "Soft power: strive to be a caring nation so as to help others that are less fortunate", 23 May 2007..

, , ( ) , . : , " , -, " .. : - - // , 2, 2009, C. 61. , , "" ("bifurcation") . - Peng Er Lam, Japan's Quest for Soft Power: Attraction and Limitation // East Asia (2007) 24, p. 349.

- , : " , . , . , , . , -, , " "The reason for this is that the world has become increasingly democratized. That is, public opinion enjoys much greater influence on diplomacy than before. What we have now is an era in which diplomacy at the national level is affected dramatically by the climate of opinion arising from the average person. And that is exactly why we want pop culture, which is so effective in penetrating throughout the general public, to be our ally in diplomacy - MOFA. Speech by Minister for Foreign Affairs Taro Aso at Digital Hollywood University A New Look at Cultural Diplomacy: A Call to Japan's Cultural Practitioners. (28 April 2006) [ ] -http://www.mofa.go.jp/announce/fm/aso/speech0604-2.html. ( - 10 2013).

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, , , - , . , - , , Otmazgin Nissim, Contesting soft power: Japanese popular culture in East and Southeast Asia // International Relations of the Asia-Pacific Volume 8 (2008), p. 84. , "" , , ?

. , , , , . , "" "" "" "": " [] , [] " "The consumption of these products is all about the sharing of common images and feelings through the exchange of these ideational elements across national boundaries" - Katsumata H., Japanese popular culture in East Asia: a new insight into regional community building // International Relations of the Asia-Pacific Volume 12 (2012), pp. 135-136. : Katsumata H. and Iida T., Popular culture and regional identity in East Asia: evidence from the Asia Student Survey 2008, GIARI Working Paper, E-3, Global Institute for Asian Regional Integration, Waseda University, Tokyo, 2011. , , , , , : "... , [] , ... , [ ], , , . , ... " "popular culture may also play a constructive role in pulling people closer together by providing them with a shared experience invigorated by the consumption of cultural commodities... popular culture do not only encourage collaborations between companies and individuals involved in these processes, but also constructs new frameworks for delivering images, ideas, and emotions, which can invigorate feelings of proximity and belonging. There is very little doubt that popular culture creates a special bond or a special relationship and a shared experience between consumers". - Otmazgin Nissim, Does Popular Culture Matter to the Southeast Asian Region? Possible Implications and Methodological Challenges // Newsletter of the Center for Southeast Asian Studies. Kyoto University, No. 64 (Autumn), 2011, pp. 7-10. - [ - ..].

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, , , " ". : 1994 2007 1211 "soft power" China National Knowledge Infrastructure (CNKI) - Li Mingjiang, Soft Power in Chinese Discourse: Popularity and Prospect // Soft Power: China's Emerging Strategy in International Politics / ed. Mingjiang Li, 2009, p.24. , , 2005-2007 . 942 . , .

, , . " " , " " , " " ., , Denison Rayna, Transcultural creativity in anime: Hybrid identities in the production, distribution, texts and fandom of Japanese anime // Creative Industries Journal. Vol. 3 3, 2010, pp. 221-235 ( - ). , , 2005-2007 , " " , , , 2014 , " " Xi: China to promote cultural soft power // Xinhua - [ ]: http://www.china.org.cn/china/2014-01/01/content_31059390.htm. " ", , .

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. , . " " . . ? ? . // , 28 2012 . [ ]: http://www.globalaffairs.ru/number/Gibel-starshego-brata-15721 ( : 28.04.2014) Glaser B.S., Murphy M.E., Soft Power with Chinese Characteristics: the Ongoing Debate // Chinese Soft Power and Its Implications for the United States: Competition and Cooperation in the Developing World, A Report of CSIS Smart Power Initiative, 2009, p.12. .

, "" "" . (Shen Jiru) , , " " "" Shen Jiru, Do Not Ignore the Importance of Soft Power, Liaowang, no. 41 (October 1999). : " " " , , , " "" , " " // . , 4, 2009, C. 154.

" " (zonghe guoli), , " " " ". " " , . "" "" " ". . 2003 : " " " , " " - , " . : Glaser B.S., Murphy M.E., Soft Power with Chinese Characteristics: the Ongoing Debate, p. 19-20. , " " , .

" " " " , , . " ", power transition theory, : Zhu Zhiqun, Power Transition and U.S.-China Relations: Is War Inevitable? // Journal of International and Area Studies; Jun 2005; 12, 1; Sheng Ding, Analyzing Rising Power from the Perspective of Soft Power: a new look at China's rise to the status quo power, Journal of Contemporary China, 2010 19:64; Fravel .T., International Relations Theory and China's Rise: Assessing China's Potential for Territorial Expansion // International Studies Review (2010) 12, 505-532; 63) Kastner S.L. and Saunders P.C., Is China a Status Quo or Revisionist State? Leadership Travel as an Empirical Indicator of Foreign Policy Priorities // International Studies Quarterly 56, pp. 163-177, 2012; Kaplan R., `Don't panic about China', The Atlantic, 28 Jan. 2010..

, power transition theory, . . , , (rising power), .

, "status quo" . , , . "Status quo" , , " " Sheng Ding, Analyzing Rising Power from the Perspective of Soft Power..., p.257 . , - (revisionist state), .

status quo . , , , , " " (offensive realism), " " - : Mearsheimer J.J., "China's Unpeaceful Rise," Current History, Vol. 105, No. 690 (April 2006), pp. 160-162..

, " " " ". " " , " " (responsible stakeholder) "responsible stakeholder" , , . , . . Drezner D.W. The New New World Order // Foreign Affairs, Vol. 86, No. 2 (Mar. - Apr., 2007), p.41. , " " (China opportunity theory) " " (China contribution theory) - .. " " , , . " ". , , , . . Young Nam Cho and Jong Ho Jeong, China's Soft Power: Discussions, Resources, and Prospects // Asian Survey, Vol. 48, No. 3 (May/June 2008), p. 459.

, " " . Glaser B.S., Murphy M.E., Soft Power with Chinese Characteristics: the Ongoing Debate, p. 23, "" (reative) " , .

, " ", Sheng Ding, Analyzing Rising Power from the Perspective of Soft Power..., p.262; Li Mingjiang, China Debates Soft Power // Chinese Journal of International Politics, Vol. 2, 2008, p.292, , . (VI-. V . ..) , - , .

, , , , , "" "". : . : , . . // Pro et contra, - 2007, . 46. - . " " (yi de fu ren)m (rn) "", "", ""., " " (he)a (h), " " (he er bu tong).

, " " : Verstappen S. The Thirty-six Strategies Of Ancient China, 1999 . , : " - " , ., " " , // ., " , " ., " " , , // ..

- "" , 24 " " , " ". " ", " ", " ", " ", " " "24 " : . // , 5, 2012, . 17.

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" " . , " " " ", 90- . , , . " " Sullivan L.. Historical Dictionary of the Chinese Communist Party, 2011, P. 271.. 1993 " ": , , . , , . " , - , - ... " " Wang Huning, Culture as National Soft Power: Soft Power // Journal of Fudan University, March, 1993. , . , , " " "" . , " " " " .

, Shen Jiru, Do Not Ignore the Importance of Soft Power, Liaowang, no. 41 (October 1999), " ". " " " " , 1989 Sheng Ding, Analyzing Rising Power from the Perspective of Soft Power..., p.263-264. .

" " , , . " " " ". . " " . (Zheng Bijian) 2003 (). , , Young Nam Cho and Jong Ho Jeong, China's Soft Power: Discussions, Resources, and Prospects, p. 467. , " ". "" (rise), " ".

" " . " " . 2006 : ", , " " The one who takes commanding point on the battlefield of cultural development will gain the upper hand in fierce international competition" - Hu Jintao Speech to Literary and Art Circles, Renmin Ribao, November 12, 2006. . : Glaser B.S., Murphy M.E., Soft Power with Chinese Characteristics: the Ongoing Debate, p. 15.

: " , , " " " Soft Power: China Takes Measures to Bolster Its Global Cultural Prowess, China Media Project Online, December 19, 2007 - [ ]: http://cmp.hku.hk/2007/12/19/797 ( : 25.04.2014). " " .

, " " , . " " , , , , , Li Mingjiang, China Debates Soft Power // Chinese Journal of International Politics, Vol. 2, 2008, p.293.

-" " ("socialist core value system") - , . - , "" Kingsley Edney, Soft Power and the Chinese Propaganda System // Journal of Contemporary China, 21:78 (2012), p. 911. , `Tigao Guojia Wenhua Ruan Shili,' (`Upgrading National Cultural Soft Power'), Renmin Ribao (People's Daily), December 29, 2007. . : Li Mingjiang, China Debates Soft Power, p.290.

" " , -, . " , - , - " " " "" "Ruling party's goal of building a `socialist core value system' within the country is a key propaganda objective in the realm of cultural construction and has been linked to the concept of soft power" - .

" " - " ", . " " , - . " ", "-" 2005 , , Hu Calls for Harmonious World at Summit, China Daily, September 16, 2005..

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" " , - . , " " , Glaser B.S., Murphy M.E., Soft Power with Chinese Characteristics: the Ongoing Debate, p. 20.

" " " ", . , " " " " . , , Li Mingjiang, Soft Power in Chinese Discourse: Popularity and Prospect // Soft Power: China's Emerging Strategy in International Politics / ed. Mingjiang Li, 2009, p.6.

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" ", 2004 , Goldman Sachs. Ramo J.C., The Beijing Consensus, London: Foreign Policy Centre, 2004 - [ ]: http://fpc.org.

uk/fsblob/244.pdf ( : 05.05.2014). , (in transition). " " " " 10 , ., , "" , , , Young Nam Cho and Jong Ho Jeong, China's Soft Power: Discussions, Resources, and Prospects, p. 461-462.

- . , .

Kennedy Scott, The Myth of the Beijing Consensus, (paper prepared for conference, Washington Consensus vs. Beijing Consensus, National Taiwan University Center for China, May 30, 2008) - [ ]: http://www.indiana.edu/~rccpb/Myth%20Paper%20May%2008.pdf ( : 26.04.2014), , , " ", "" .

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. , , , . , : "" " " ("red scare"), . , , , "" .

. - " , ". Ÿ , " , , , , ; , , , , , " Verstappen S. The Thirty-six Strategies Of Ancient China, p. 63.

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China Daily , Gangnam style, , : , . , Gangnam style . Government organisations and enterprises are the main force behind the exports of Chinese cultural products. But these organisations and enterprises are always keen on showing China's ancient civilisation and current economic development, and cannot promote satires like "Gangnam Style" through official communication channel. But cultural products without entertainment value rarely become popular in overseas markets. Li Peng, How to hard sell China`s soft power // China Daily, 26-10-2012. URL: http://www.asianewsnet.net/home/news.php?id=38152 ( : 19.08.2012).

, , , " ". , " " : " , , , " " , [ ] " "Beijing cannot shake off old habits, hiding information and its highly centralised, state-controlled model of soft power is caught between image projection and lack of openness, a form of modernised propaganda" - D'Hooghe, I. Public diplomacy in the People's Republic of China // J. Melissen (ed.), The New Public Diplomacy: Soft Power in International Relations. London: Palgrave, 2005.

, , . , , : Yingyi Qian, The Process of China's Market Transition (1978-1998): The Evolutionary, Historical, and Comparative Perspectives. Journal of Institutional and Theoretical Economics (JITE) / Zeitschrift fr diegesamte Staatswissenschaft, Vol. 156, No. 1, 17th International Seminar on the NewInstitutional Economics: Big-Bang Transformations of Economic Systems as a Challenge toNew Institutional Economics (March 2000), pp. 151-171. , " ".

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