International politics is experiencing an unprecedented shift with the rise of global networks, technological advances, and the surge of public opinion. Victory is now given to those who can win the debate, shape the frame, and control the message. This strategic way of exerting soft power has greater significance and implications more than ever before. Governments could greatly benefit from a system put in place to measure their soft power and overall global effectiveness. Jonathan McClory points to several indicators that contribute to a nation’s soft power, which include government, culture, diplomacy, education and business innovation.
Leveraging soft power assets is extremely essential for
diplomats, elected officials, foreign ministries and any entity in the business
of public diplomacy. Shaping world opinion is a powerful institutional asset
needed to strengthen nation branding strategies and influence negotiation. Soft
power enables a country to exert the energy necessary to gain popular and
positive attraction. While likability provides leverage in exerting influence,
it does not always achieve strategic objectives. The complexity of the global
political landscape allows for competing interest to exist. Regardless of how
much a particular country is liked among the masses within the foreign public,
if the decision makers are not on the same page negotiations will not be
expedient.
Governments must also make a strong effort to balance public
perception with their own domestic audience. Conflicting messages from a
country can be perceived as a weakness when there is dissension between the
public and those that are framing the message. Although the IfG-Monocle
Soft Power Index provides a comprehensive analysis on a country’s outputs based
on strategic indicators, this tool does not automatically equate to influence. This
tool could be expanded to show how well these indicators impact or meet
strategic objectives and foreign priorities.
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