a global ranking of soft power - portland communications 2020-01-04آ  author jonathan mcclory...

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  • A Global Ranking of Soft Power

    2016

  • 06

    Contributors

    CONTENTS

    12

    Introduction

    08

    Executive Summary

    20

    The Hard Currency of Soft Power

    Networks > States

    Digital / Digitale / Numérique

    Soft Power’s Growing Importance

  • 26

    Methodology of the Index

    Objective Data

    Subjective Data

    Changes and Limitations

    35

    Results and Analysis

    The Top Five

    Europe’s Challenges

    Asia on the Rise?

    Promotion and Relegation

    56

    Views from Around the World

    Does Asia have Soft Power?

    Soft Power:

    The Perspective from the Arab World

    GREAT:

    A Campaign Approach to Projecting Soft Power

    I Say Poder Blando, You Say Soft Power

    102

    Conclusions and Look Ahead

    Trends and Lessons

    The Conversion Challenge

    Soft Power, Communications, and Influence

    72

    Towards a More Digital Diplomacy

    A #DigitalDiplomacy Typology

    The 21st Century Foreign Ministry

    Technology and Platforms

    110

    Appendix

    Appendix A – Metrics

    Appendix B – References

  • AUTHOR

    Jonathan McClory

    Jonathan is a Partner at Portland, where he leads the company’s place branding

    practice. He is a specialist in soft power, place branding, and cultural relations.

    Jonathan has advised senior government clients in the UK, Europe, Asia, and

    the Middle East on strategy, policy, and global engagement. Jonathan has led a

    number of place branding projects including the creation and launch of an over-

    arching nation brand and global advertising campaign for Thailand, commissioned

    by the Prime Minister. Jonathan previously worked as a consultant in the London

    office of the Boston Consulting Group. Before working in the private sector, he

    was a Senior Researcher at the Institute for Government, where he remains an

    Associate. While at the IfG, Jonathan developed the world’s first composite index

    for measuring the soft power of countries.

    With special thanks to contributors whose efforts in research, editing, guidance, and design were instrumental to the completion of this report

    | Katie Harbath | David Bradshaw | Olivia Harvey | Elizabeth Linder | Natalia Zuluaga |

    Alan Merlehan | Katie Mihailovits | Alligator Research

    Contributors

    For more information please contact info@portland-communications.com

    GLOBAL ESSAYS

    Ambassador Tommy Koh

    Rana Nejem

    Dr James Pamment

    Ambassador Arturo Sarukhan

    DIGITAL DIPLOMACY CASE STUDIES

    Jordan Bach-Lombardo

    Kevin Chan

    Trisha Gopal

    Olivia Harvey

    Max Kellett

    Scott Nolan Smith

    THE SOFT POWER 30 REPORT 6

    | 12

    0

  • PORTLAND

    Portland is a strategic communications

    consultancy working with governments,

    businesses, foundations, and non-

    governmental organisations to shape

    their stories and communicate them

    effectively to global audiences.

    FACEBOOK

    Facebook’s mission is to give people the

    power to share and make the world more

    open and connected. People use Facebook

    to stay connected with friends and family, to

    discover what’s going on in the world, and to

    share and express what matters to them.

    Ex pl

    or e

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    in d

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    ail on our interactive m icrosite

  • upward mover downward mover no mover

    THE SOFT POWER 30 REPORT

    A CHANGING GLOBAL CONTEXT

    The question all countries face today is how best to achieve their foreign policy goals in an

    increasingly complex and interdependent world. Challenges and opportunities now rarely sit

    within national borders. Power has never been more diffuse, moving not just from West to

    East but also from governments to non-state actors. The digital revolution is accelerating this

    diffusion of power, enabling citizens to come together within and beyond countries in a way that

    was never possible before.

    In this new world, countries are realising that an over-reliance on military might and economic

    clout – traditional hard power – can no longer bring about their desired outcomes. It is the

    ability to encourage collaboration and forge networks – to attract and persuade, rather than to

    compel – which works best. As Professor Joseph Nye, who first coined the phrase "soft power"

    26 years ago said, "power with others can be more effective than power over others".

    But while there is a growing enthusiasm for soft power in global capitals, it has not always been

    matched by the understanding and capability required to deploy it successfully. Getting this

    right must start with a clear and accurate measurement of a nation’s soft power resources.

    This is the aim of the Soft Power 30 index – the world’s most comprehensive comparative

    assessment of global soft power. It combines objective data and international polling to build

    what Professor Nye has described as "the clearest picture of global soft power to date."

    RESULTS

    It can take many generations to build soft power. So it is no surprise that the results of the

    2016 Soft Power 30 index are broadly similar to its first iteration last year. But while the same

    countries fill the top five spots and, in all but one case, have improved their overall scores, their

    positions in the rankings have changed. Our findings show that soft power capability is rising

    faster in North America and Asia than in Europe.

    The US has replaced the UK at the top. Germany has fallen from second to third and France –

    the only country at the top whose score showed a reduction – has dropped from fourth to fifth.

    Canada, with a new energetic Prime Minister at the helm, has taken its place.

    A look further down the table confirms that European soft power seems to be on the wane. Half

    of the continent’s countries have fallen in the rankings. Europe’s continued economic problems,

    the refugee crisis, and the way it has fuelled instability and support for political parties outside

    the mainstream appear to be having an impact. In contrast, Asian soft power is on the rise with

    China, Japan, and Singapore all in higher positions than last year.

    United States

    2016 RESULTS

    United Kingdom

    Germany

    Canada

    France

    Australia

    Japan

    Switzerland

    Sweden

    Netherlands

    The Soft Power 30

  • THE SOFT POWER 30 FRAMEWORK

    The Soft Power 30 combines over 75 metrics across six sub-indices of objective data and seven

    categories of new international polling data. The composition of the framework and calculation of

    the index is illustrated in the figure below.

    Included in the framework are metrics, provided by Facebook’s data-science team, on the reach of

    a country’s digital diplomacy. Using data from the Facebook pages of national leaders and foreign

    ministries, both followers and levels of engagement are assessed.

    Importantly, Facebook’s data-science team is able to geographically disaggregate data for these

    metrics, allowing us to separate domestic and international interactions. As a result, our metrics

    focus exclusively on international engagement. This allows us to capture the impact social media has

    on soft power.

    Working with polling firm Alligator Research, we also made use of newly commissioned polling in

    25 different nations to gauge the appeal of countries’ soft power assets. Our polling surveys publics

    in every region of the globe. We asked respondents to rate countries based on seven different

    categories including culture, cuisine, and foreign policy, among others.

    SOFT POWER GOES DIGITAL

    The report gives a detailed overview of this year's Soft Power 30 results, placing them in the context

    of the past year's major international events. New to this year’s publication, it also features essays on

    soft power from contributors based around the world. Finally, the report provides an overview of the

    current state of digital diplomacy and likely trends. It positions digital diplomacy within the theory

    and practice of soft power, using a set of case studies to illustrate the growing importance of digital

    tools in generating and leveraging soft power.

    Polling Data

    Objective Data Government

    Cuisine

    Tech Prodcuts

    Friendliness

    Culture

    Luxury Goods

    Foreign Policy

    Liveability

    Culture

    Enterprise

    Digital

    Education

    Engagement

    9 | 120

    EXECUTIVE SUMMARY

  • "The ability to engage with and attract global audiences has never been so critical to prosperity, security, and international influence"

    Jonathan McClory

  • “Real power means y

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