COMPARATIVE ANALYSIS OF THE USA AND JAPAN SOFT POWER MODELS

Abstract: Today, as modern society is in the "fourth wave" of the so-called information society, the concept of "soft power" has evolved and is viewed from the perspective of international politics. This article provides a comparative analysis of two contrasting soft power models: the United States, representing the Western approach built on global cultural dominance and ideological leadership, and Japan, representing the Eastern approach focused on economic cooperation, technological innovation, and cultural authenticity. The study examines the main tools, as well as the positive and negative sides of each country in six major dimensions: culture, education, technology, development, democracy, and diplomacy. Based on these findings, the author provides comprehensive recommendations for building the national "soft power" model of Uzbekistan.

Keywords: Soft power, culture, USA, Japan, Uzbekistan, cultural influence, economic cooperation, international relations, comparative analysis.