The competition for influence is getting ever fiercer with both friendly rivals and hostile competitors investing in and innovating how they build trust and attractiveness internationally. The aims of cultural relations, as drivers of international development, peacebuilding, and bridges of communication during difficult times in international relations, are more important than ever.

This research considers the soft power and cultural relations policies, approaches and institutions of Brazil, Canada, China, France, Germany, India, Italy, Japan, Kingdom of Saudi Arabia, Portugal, Republic of Korea, Russia, Spain, Türkiye, UAE, UK, USA and the EU.

 Key findings

  • Soft power’ policies and programmes are more explicitly related to national foreign policy priorities and national interests than in the past.
  • Similarly, ‘soft power’ is increasingly linked to economic policy and goals.
  • There is an increase in activity designed to appeal to domestic audiences: delivering benefits at home and making the case for international engagement.
  •  Soft power is increasingly being mobilised to promote national identities, sometimes assertively or controversially.
  • These shifts are reflected in moves towards greater national policy and strategy co-ordination (although there is a lag between policy shifts and implementation).

Citation 

MacDonald, S. FRSA and Dr Murray, A. (2024) Soft power at a turning point, a comparative analysis. British Council. DOI: https://doi.org/10.57884/0f7h-yd62

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