Soft Power Today Measuring the Influences and Effects A study commissioned by the British Council from the University of Edinburgh
Soft Power Today
Measuring the Influences and Effects
A study commissioned by the British Council from the University of Edinburgh
“What is Soft Power?
It is the ability to get what you
want through attraction rather than coercion or payments. It arises from the attractiveness of a country’s culture, politicalideals, and policies.
Joseph s. Nye Jr., soft Power: the Means to success In World Politics (2004)”
Joseph Nye’s concept of soft power has become essential to the theory and practice of international relations and is at the forefront of media, political and practice discussions of how the UK and other countries engage on the world stage. We live in a world of what Keohane and Nye (1988: 81–94) called “’complex interdependence,’ – a world in which security and force matter less and countries are connected by multiple social and political relationships.” The key insight of soft power is that through attraction, a country can gain influence. There is a causal relationship between influences and attractions.