Russian Presidential Academy of National Economy and Public Administration, North-West Institute of Management, 2nd year student, bachelor's degree in ‘International relations' The relevance of the topic under study is a paradigm shift in the impact on international processes in the era of the emerging multipolar world. For explaining in the work the para-digm's shift the concept of Joseph Nye's «soft power» is used, which finds its application in modern information and communication processes. Soft power reduces the popularity of traditional, forceful, instruments of international politics and becomes a factor in the spread of state influence in the international arena, including international conflicts. Particular at-tention in the process of modern peacebuilding is given to the role of public diplomacy, which takes the form of digital diplomacy. Digital diplomacy tools, the main ones being media platforms in the Internet space, play both a positive and a negative role in modern conflicts in many regions of