STRATEGIC COMMUNICATION – ELEMENT OF INFLUENCE ESSENTIAL IN EXERCISING POWER - SOFT POWER OR SMART POWER?
This article proposes, first of all, an analysis of how the concept of power has evolved and is perceived in the 21st century and a conceptual delimitation of hard power, soft power and smart power. Secondly, within the article we will find a description of the importance of strategic communication as an element of influence of power, concrete examples of its manifestation and a classification of this process in a form of use of power as defined in the first part of the material.
Keywords: soft power (SP); hard power (HP); smart power (SmP); strategic communication; power; persuasion; influence.
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