International relations

The paper addresses the issue of the country’s image from a perspec­ tive, aiming to identify and analyze the ways in which cultural diplomacy can support the branding process. The article discusses the role of cultural diplomacy in promoting Italy’s positive image abroad. The article explores Italian application of soft power through culture and language promotion, and cultural tourism. The analysis was conducted by assessing official documents. The author stresses that the instruments of cultural diplomacy are not fully supported in promoting the image of Italy in the world’s com­ munication channels, and it reduces the efficiency of image policy. Such problems as the absence of unified strategy, combining the various initia­ tives of ministries and departments at central and regional levels, and fund­ ing restrictions obstruct to effective application of soft power instruments  
2016
Culture as a factor promoting the positive image of a country: the case of Italy

The article analize the relations of Kazakhstan with Saudi Arabia which are based on coincidence of interests in the field of trade and economic cooperation, investment, culture, oil and gas sector. The main stages of cooperation and prospect of the relations between Kazakhstan and the Kingdom of Saudi Arabia are detail investigated in this article. Kazakhstan attached priority significance to development of trade and economic relations and an attraction of the Arab investments. The Arab countries show interest, first to strengthening of spiritual and cultural ties on the basis of an Islamic community. Investment opportunities of KSA, their interest in implementation of large infrastructure projects in Kazakh­ stan are especially noted.
2016