Authors
Jessica Gosling1; 1 UCL School of Slavonic and East European Studies, Discussion
Governments worldwide increasingly make soft power a central aspect of their foreign policy strategies. Despite its rising importance, challenges still need to be addressed in measuring and demonstrating its effectiveness. A lack of consensus on the understanding and application of soft power complicates efforts to integrate it seamlessly into policymaking. Disagreements persist around its definition and function, with critics proposing alternative concepts such as public diplomacy and nation branding.
Traditional definitions of power, emphasising military conquest and force, are losing prominence. In today's world, global influence is shaped by factors like technology, education, and economic growth. Soft power extends beyond economic and military might, with resources like arts, culture, and tourism at its core. Consequently, soft power has become a prevalent term in foreign policy discussions.
This paper will delve into the diverse interpretations of soft power and the challenges that arise from the varying understandings among different communities, including policymakers, academics, and industry professionals. We will also examine how soft power has been put into practice and understood by practitioners in the field, with a core focus on the United Kingdom. The case studies will focus on the UK Seasons of Cultures that took place in Mexico, Georgia, South Korea and with the next season taking place in in Poland. It will bridge the gap between academic interpretations and practitioner experiences of the operationalisation of soft power.
