Abstract
Currently, competition between states is taking place at a high level. According to this, states are using soft power policy to be ahead of each other, to increase their popularity and influence. And it has been very effective to implement all spheres of soft power according to one's own interests and spread its image through the flow of information. Accordingly, the purpose of the research work is to analyze the positive and negative aspects, consequences and possibilities of the level of soft power use on the eve of the information and image policy, based on the works and researches of scientists. In order to maintain and further develop its reputation around the world, the main priority of the states is its accurate delivery without any distortion in the era of information spreading as fast as the speed of light. The fight against this problem is based on the fact that any state government should always take measures to prevent and prevent disinformation. Because more than half of the world's population has access to the Internet, it is clear that they are faced with something that causes misunderstandings and even disputes. And this, in turn, leads to a decrease in the state's image and reputation. In addition, it is important for an informed audience from every corner of the world that individuals, groups and organizations promoting the state or its soft power are also careful in their every action. That is why, as research methods of the article, systematic and comparative analysis of the current issue between states, methods of general scientific approach were used by revealing the theoretical significance of the concepts of soft power and information-image policy of scientists. The author asserts that the place of information policy in the formation of the state's reputation of soft power, and its effect is evaluated in terms of the sources of information distribution: social networks, traditional mass media, websites on the Internet or any online platforms. insists that it should be passed. The results of the research are also based on these analyses. Key words: information policy, image policy, soft power, world information, criticism, Internet, media technologies