CUBAN SOFT POWER: FROM REVOLUTIONARY CHARISMA TO SOCIAL DIPLOMACY

This article analyzes the international projection of the Cuban Revolution, discussing the contours of its soft power that contributed to international reintegration. After this concept discussing briefly and focusing on the transformation of contemporary international scene, it analyzes the change of use of soft power in the revolutionary process in Cuba. In this sense, it points out that such power was, in the golden years of the Revolution (the 60s and the 70s), based on the revolutionary aura and the charisma of its leaders (Fidel Castro, Che Guevara and others) and that, in the first decade of this century, it acquired new supported contours through the emergence of Social Diplomacy, i.e. cooperation in the field of social services (health, education and sports, among others), thus contributing