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The Role of Non-Governmental Organizations in Public Diplomacy (by the Example of the Heydar Aliyev Foundation)
Abstract.Today Non-Governmental Organizations have emerged as a full-fledged actor of public diplomacy. Adeptly employing the "soft power" tools in their activities, they cultivate the country's positive image abroad thus solving a number of foreign-policy problems. The Heydar Aliyev Foundation is an example of such an organization in Azerbaijan. By the aid of the Foundation mugham (one of the genres of national music) has been included in the list of Intangible Cultural Heritage of UNESCO, and the Khojaly Massacre was recognized as genocide by the countries of Latin America and several US states. In addition, this institution has implemented the most successful media image project of the Republic of Azerbaijan in the field of mass media - Baku magazine - whose main goal is the promotion of the country's historical and cultural heritage. The article is based on the methods of historicism, objectivity and integrity which allowed the author to draw independent conclusions reflective of the real state of affairs. It is noteworthy that the Heydar Aliyev Foundation is considered an organization that forms the opinion on modern Azerbaijan in the international arena through successful implementation of a number of projects in the field of science, education, culture, and mass media. According to the author, it is the multifaceted activity that allowed the Foundation to become the largest and highly reputed social structure not only of the Republic of Azerbaijan but of the whole region.Keywords: public diplomacy, soft power, NGO, Heydar Aliyev Foundation, UNESCO, Mehriban Aliyeva, Leyla Aliyeva, mugham, Justice of Khojaly, Baku magazine
Keywords: Leyla Aliyeva, Mehriban Aliyeva, UNESCO, NGOs, Heydar Aliyev Foundation, soft power, public diplomacy, mugham, Justice for Khojaly, Baku magazine
Article was received:11-02-2018
This article written in Russian. You can find full text of article in Russian here .