US PUBLIC DIPLOMACY IN LATIN AMERICA: FEATURES AND FORMS OF IMPLEMENTATION

Due to the growing geopolitical activity of countries such as China and Russia in Latin America, the United States is paying special attention to soft instruments of influence to maintain its position in the region. At the same time, the migration crisis, the war on drug trafficking, and the growth of anti-American sentiment in some countries of the region remain negative factors. Against the backdrop of these problems, public diplomacy is becoming a key instrument of influence, and its forms of implementation, such as digital campaigns, educational exchanges, and cultural initiatives, determine the country’s image and attitude towards it by Latin American partners and their societies in general. The United States’ strategic interest in Latin America is to strengthen its partnership in the Western Hemisphere. These countries share common borders, economic interests, security alliances, and a common goal of prosperity. The purpose of the study is to comprehensively analyze the peculiarities of the implementation of US public diplomacy in the Latin American region. The article analyzes the peculiarities of the development of US public diplomacy in Latin America and the most effective methods and tools for its implementation. The place of Latin American countries in the foreign policy of the United States is determined. The role of media, digital tools and outsourcing initiatives of the United States in the Latin American region is analyzed. Scientific, educational, cultural, and artistic initiatives such as the Fulbright Program, 100K Strong in the Americas, and others are among the most effective tools of soft influence. The impact of the American entertainment industry, in particular Hollywood cinema, on the region is studied.