Abstract
The article deals with the comparative analysis of the two main Latin American models of the "soft power": Brazilian traditionalist, pragmatic and Venezuelan experimental, left-oriented, to which ones in one way or another are strongly attracted most of the countries of the Latin American and Caribbean region. Analyzing strong sides and vulnerable places of the two basic versions of the "soft" diplomacy the author comes to the conclusion about the complex process of formation of their distinctive institutional design which differs from classical concepts and the beginning of competing with each other.
Keywords
Brazil, Venezuela, “soft power”, pragmatism, bolivarian, diplomacy, challenges, asymmetric.
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