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'Soft power' is an oft-used term and commands an instinctive understanding among journalists and casual observers, who mostly interpret it as 'diplomatic' or somehow 'persuasive'. 'Hard power' is seen, by contrast, as something more tangible and usually military. But this is a superficial appreciation of a more subtle concept - and one key to Britain's future on the international stage.
Britain's Persuaders is a deep exploration of this phenomenon, using new research into the instruments of soft power evident in British society and most relevant to the 2020s. Some, like the British Council or the BBC World Service, are explicitly intended to generate soft power in accordance with governmental intentions; but rather more, like the entertainment industries, sport, professional regulatory bodies, hospitality industries or education sectors have more penetrating soft power effects even as they pursue their own independent or commercial rationales.
This book conducts an up-to-date 'audit' of all Britain's principal sources of soft power. Situating its analysis within the current understanding of the 'smart power' of nation states - that desire to employ the full spectrum of policy instruments and national characteristics to achieve policy outcomes, specifically in the context of 'Brexit Britain' where soft power status is certain to loom larger during the 2020s.
List of contents
Preface
List of abbreviations and terms
1.Introduction
Part One: Thinking about power
2.Power in world politics
3.Persuasive power: Hard, soft, and smart
Part Two: Britain's persuaders
4.The Convenors: Bringing interests together
5.The Officials: Speaking softly
6.Researchers and innovators: Shaping the global stage
7.Leaders and regulators: Setting the standards
8.Cosmopolitans and diasporas: Reflecting global cultures
9.Educators: Pursuing truthful minds - and truth
10.Creatives: Opening new ideas
11.Entertainers: Feeding a human need
12.Stars and bloggers: Embracing the anarchic
Part Three: Soft power in practice
13.Britain's soft power realities
14.Conditions for soft power success
Appendix 1: Twinned Cities
Appendix 2: Statistics
Notes
Select Bibliography
Index
About the author
Helen Ramscar is an Associate Fellow of the Royal United Services Institute. She has worked in the House of Commons, the Royal Household and the US Embassy in London. She is a graduate of Durham University, SOAS and Cass Business School.Professor Michael Clarke was Director General of the Royal United Services Institute from 2007-2015, where he remains a Distinguished Fellow. He is an adviser to two Parliamentary Committees and Associate Director of the Strategy and Security Institute at the University of Exeter.
Summary
‘Soft power’ is an oft-used term and commands an instinctive understanding among journalists and casual observers, who mostly interpret it as ‘diplomatic’ or somehow ‘persuasive’. ‘Hard power’ is seen, by contrast, as something more tangible and usually military. But this is a superficial appreciation of a more subtle concept - and one key to Britain's future on the international stage. Britain’s Persuaders is a deep exploration of this phenomenon, using new research into the instruments of soft power evident in British society and most relevant to the 2020s. Some, like the British Council or the BBC World Service, are explicitly intended to generate soft power in accordance with governmental intentions; but rather more, like the entertainment industries, sport, professional regulatory bodies, hospitality industries or education sectors have more penetrating soft power effects even as they pursue their own independent or commercial rationales.
This book conducts an up-to-date ‘audit’ of all Britain’s principal sources of soft power. Situating its analysis within the current understanding of the ‘smart power’ of nation states – that desire to employ the full spectrum of policy instruments and national characteristics to achieve policy outcomes, specifically in the context of ‘Brexit Britain’ where soft power status is certain to loom larger during the 2020s.
Additional text
Michael Clarke and Helen Ramscar dissect the complexities of soft power with their customary clarity and insight. They makes the vital point that power is not a commodity it is a relationship and that, in today’s world, mere connection is not enough. They provide a valuable blueprint for the development of the U.K’s soft power in the post Brexit world building on this country’s reputation for essential honesty and basic integrity.
