soft power
China, the United Arab Emirates, Indonesia, and Russia are now known globally for their economic strength. But what about their cultures?
In this video, Egyptian Ambassador Mohamed Al Orabi discusses how Egypt can rebuild its reputation abroad. He points to Egypt’s soft power advantage; children around the world are taught to admire Egyptian civilization, and people “dream to come to Egypt” because of its ancient mystique. However, Orabi recognizes that Egyptian public diplomacy has been held back by insufficient coordination across sectors and between government agencies.
For a city, there’s nothing quite like the glory of winning an Olympic bid. The highly competitive process starts nine years before the games and involves untold amounts of campaigning and planning. Once selected, fortunate cities have seven years to prepare, updating their infrastructure and building new, impressive facilities. If they pull it off, they get two weeks to show it all off to the entire world.
Russia is back, or at least that is what you were supposed to think while watching the 2014 Sochi Olympics over the past two weeks. To prove it, Russia spent 51 billion dollars on the first-ever Winter Olympics staged in a subtropical climate zone and took great pains to showcase Russian culture, diversity, wealth, talent, and swagger during nonstop coverage of the Olympic mega-event.
Not long ago, China was a soft-power juggernaut. Media accounts highlighted Chinese leaders’ thoughtful forays abroad, depicting policymakers that were respectful of others’ opinions, willing to listen, humble to a fault, and reluctant to dispense unsolicited advice. Here was a country that was content to allow its own example of success to speak for itself.
Social media and public diplomacy are spinning a web for worldly Asian states. In this digital age of me, myselfie and I, we all know the power of social media to help us present our best face to the world. From Facebook to Instagram, YouTube to Twitter, we carefully cultivate everything about our lives; broadcasting ourselves, ‘bio-blogging’, ‘photo-shopping’ and massaging the mundane into the profound in a never-ending quest for likes, followers, +’s, pins, retweets and reposts.
At least the birthplace of the First Amendment managed to come in one spot ahead of Haiti. Every year, Reporters Without Borders ranks 180 countries in order of how well they safeguard press freedom. This year, the United States suffered a precipitous drop. The latest Press Freedom Index ranked the U.S. 46th.
Soft power proponents tend to forget that the purpose of soft power, as with public diplomacy more broadly, is to advance the strategic interests of your country. The goal is not be “nice” or transiently popular, but to advance toward your foreign policy goals. Public diplomats are not social workers, and they should not allow themselves to be seen as such.