Digital Soft Power va O‘zbekiston qadriyatlarining global kommunikatsiyasi: imkoniyatlar va chaqiriqlar
Keywords:
O‘zbekiston, digital soft power, raqamli diplomatiya, qadriyatlar, madaniy diplomatiya, xalqaro imij, nation brandingAbstract
Mazkur maqola O‘zbekiston qadriyatlarining global miqyosda targ‘ib qilinishida “digital soft power” (raqamli yumshoq kuch) konseptining o‘rni va strategik imkoniyatlarini tahlil qiladi. XXI asr diplomatiyasi tobora raqamli shaklga o‘tib, ijtimoiy tarmoqlar va internet platformalari milliy qadriyatlarni xalqaro auditoriyaga yetkazishda eng muhim vositalardan biriga aylandi. Janubiy Koreyaning K-pop fenomeni, Turkiyaning teleseriallari yoki AQShning Hollywood mahsulotlari digital diplomatiya orqali nafaqat madaniy, balki siyosiy ta’sir ko‘rsatmoqda. Shu jarayonda O‘zbekiston ham o‘z qadriyatlarini – sharqona tarbiya, mehmondo‘stlik, halollik va bag‘rikenglikni – raqamli kommunikatsiya orqali keng auditoriyaga targ‘ib qilish imkoniyatiga ega. Tadqiqot davomida nazariy asoslar, qiyosiy tahlillar va mavjud kontent misollari o‘rganildi. Xususan, “Visit Uzbekistan” sahifasi va TikTok’dagi kampaniyalar mamlakatning xalqaro imijini shakllantirishda sezilarli natijalar ko‘rsatmoqda. Natijalar shuni ko‘rsatadiki, digital soft power O‘zbekiston uchun nafaqat qadriyatlarni brendlash, balki xalqaro aloqalarni mustahkamlashda ham samarali mexanizm bo‘lishi mumkin. Shu asosda maqola strategik tavsiyalarni ilgari suradi
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