UZBEKISTAN’S PATH IN DIGITAL DIPLOMACY AND SOFT POWER: CULTURAL HERITAGE, YOUTH ENGAGEMENT, AND GLOBAL PROSPECTS
Abstract
This article explores the dynamics of soft power and cultural diplomacy in Uzbekistan, situating the country’s strategies within the broader framework of international relations. Drawing upon Joseph Nye’s concept of soft power, the study investigates how Uzbekistan seeks to promote its cultural heritage, enhance national branding, and foster international cooperation. The analysis emphasizes Uzbekistan’s dual approach: first, by leveraging its Silk Road heritage, Islamic cultural legacy, and intangible cultural traditions; and second, by adopting digital diplomacy and youth engagement strategies in line with global practices.
References
Bjola, C., & Holmes, M. (2015). Digital diplomacy: Theory and practice. Routledge.
Cull, N. J. (2009). Public diplomacy: Lessons from the past. CPD Perspectives on Public Diplomacy, 2, 1–29.
Demircioğlu, M. A. (2024). Education and cultural diplomacy in Eurasia: Emerging trends and challenges. Eurasian Journal of International Studies, 15(2), 45–68.
Hudaykulov, A. (2021). Uzbekistan’s cultural diplomacy in the modern era: Challenges and prospects. Central Asian Affairs, 8(3), 210–228.
Kim, Y. (2011). The Korean Wave: Korean media go global. Routledge.
Melissen, J. (2005). The new public diplomacy: Soft power in international relations. Palgrave Macmillan.
Nye, J. S. (2004). Soft power: The means to success in world politics. Public Affairs.
Pacific, A. (2025). Digital tourism and nation branding in Central Asia. Journal of Cultural Diplomacy and Global Communication, 12(1), 88–107.
Snow, N. (2020). Cultural diplomacy and global communication in the digital age. International Journal of Cultural Policy, 26(5), 645–660.
UNESCO. (2023). World Heritage list: Silk Roads sites in Uzbekistan. Retrieved from https://whc.unesco.org
Zaharna, R. S. (2010). Battles to bridges: US strategic communication and public diplomacy after 9/11. Palgrave Macmillan.
