DIALOGUE PLATFORMS IN AZERBAIJAN AS IMAGE TOOLS TO IMPROVE REPUTATION RANKINGS IN 2000-2019

The author considers the tools of «soft power» in the process of forming a positive image of countries by the example of efforts of the Republic of Azerbaijan. Modern international relations are characterized by dichotomy: priority of the national state / growing influence of international institutions; cooperation / confrontation; unipolarity / polycentricity; power and traditional methods / «soft» and «smart» power. In this context, the author attends to the using of consensus and dialogue methods to promote the country's national brand. Azerbaijan takes measures to reduce reputation losses from the status of an authoritarian state with a non-diversification economy, especially after the events of the Four-Day War in April 2016, when Western media and analysts, in fact, accused the Azerbaijani side of escalating the conflict. The activities of the Heydar Aliyev Foundation since 2004, the Baku international humanitarian forum since 2011, the World Forum on Intercultural Dialogue within the framework of the Baku process on intercultural dialogue since 2011, the Nizami Ganjavi International cener since 2012, and the Baku Global forum of open societies since 2013 are aimed at promoting the positive image of the country in the international arena. Through dialogue with influential representatives of the world community, Nobel prize winners, media, analysts and experts, current politicians and retired statesmen on issues of sustainable and stable global development, the political elite of Azerbaijan promotes the image of a secular and tolerant state, an economically prosperous Muslim nation that has both regional and global aspirations. These events also have an economic goal - to increase the country's investment attractiveness, raise the country in the ratings of business management, freedom of entrepreneurship, and attract the international community to the Karabakh conflict.

logue platforms of Azerbaijan, Heydar Aliyev Foundation, Baku International Humanitarian Forum, Baku World Forum on Intercultural Dialogue, Baku Global Open Society Forum, Nizami Ganjavi International Center

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