Reputational asymmetry and the transformation of Ukraine’s soft power on the eve and in the conditions of full-scale war

Abstract

This article presents a comprehensive analysis of the evolution of Ukraine’s soft power in the run-up to and during a full-scale war. Using systemic, constructivist and institutional methodological approaches, the article interprets Ukraine’s «soft power» as a holistic system for shaping the country’s international image. It is demonstrated that, up to 2022, the main problem for Ukraine was a marked dissonance between its actual domestic (sociocultural, political) potential and how it was perceived abroad. To provide a theoretical framework for this phenomenon, the paper introduces and justifies the concept of «reputational asymmetry», whilst also outlining how it differs from the concept of classical national branding and the theory of the image gap. Through comparative analysis, the article identifies the parameters and structural shifts in the exercise of Ukraine’s soft power on the eve of and during full-scale war. Based on a discourse analysis of materials from the Ukrainian Institute and «Brand Ukraine», the dynamics of global narratives about Ukraine and the tools used to establish its presence in the information space are documented. Using the case study method and taking the activities of the Ukrainian Institute as an example, this paper examines the transformation of value-based, communicative and cultural resources into sustainable reputational capital, which strengthens the state’s international agency. The paper emphasises that, under the influence of security threats, the domestic «soft power» model has evolved from addressing reputational asymmetries to the targeted deployment of value-based and information assets as components of overall defence and foreign policy capabilities. Furthermore, guidelines are outlined for the post-war adaptation of Ukrainian public diplomacy, which envisage the expansion of scientific, educational and digital programmes to definitively overcome stereotypical perceptions of our state. The case of Ukraine demonstrates that, in times of critical threats, «soft power» transcends the boundaries of ordinary cultural representation, becoming an effective tool for defending state sovereignty, asserting national values and consolidating international solidarity. The practical value of the findings lies in their applicability to the development of national branding concepts and foreign policy communication strategies.