- Joseph Nye's concept of soft power refers to a country's ability to attract and persuade others through its culture, political values, and policies. However, soft power is complex and depends on how target audiences interpret messages.
- China has pursued various soft power initiatives like hosting global events, scholarships, and expanding state-run media like CCTV and Xinhua internationally. However, theories of soft power have limitations like overemphasizing a transmission view of culture and not considering audiences as active interpreters.
- The effects of soft power strategies are uncertain as cultural products may be interpreted differently than intended and popular entertainment usually has more influence than state-supported "high culture".
This year I started developing a new portfolio - a teaching career (whilst remaining a fully devoted civil servant and diplomat, of course :). I wrote an authorial programme on public diplomacy, dedicated to students of the 6th semester of BA studies in international relations. My programme was presented in the form of presentations and was aimed at stimulating discussions among students. The discussions were dynamic, vivid and very inspirational. This is why I wanted to show my presentations to a wider audience. This is the first one. I hope you will find it interesting and worth giving me some tips and hints on how to make further presentations as attractive to various audiences, as possible. Looking foward to your feedback and any questions you may have!
This year I started developing a new portfolio - a teaching career (whilst remaining a fully devoted civil servant and diplomat, of course :). I wrote an authorial programme on public diplomacy, dedicated to students of the 6th semester of BA studies in international relations. My programme was presented in the form of presentations and was aimed at stimulating discussions among students. The discussions were dynamic, vivid and very inspirational. This is why I wanted to show my presentations to a wider audience. This is the first one. I hope you will find it interesting and worth giving me some tips and hints on how to make further presentations as attractive to various audiences, as possible. Looking foward to your feedback and any questions you may have!
Soft power: A conceptual appraisal of the power of attractionFidel525104
This lecture covers discussion surrounding the concept of power, the place of soft power within broader discussions about power, and how soft power is operationalized.
Ashim Turgunzhanov from International Relations Department of International Ataturk Alatoo University is talking about the Constructivism in IR .Subject: History and Theory of International Relations Lecturer: Dr. Ibrahim Koncak
NATIONALINTEREST AND NATIONAL SECURITY IN NATIONAL SECURITY STRATEGYTANKO AHMED fwc
National policies, strategies and programmes are grounded on national interests tied to social, political, economic, and humanitarian processes.
We seek to understand ‘national interest’ in general, in specific relationship with ‘national security’
Issues or elements and events in national interest and national security are reflected in a nation’s security strategy
Soft power: A conceptual appraisal of the power of attractionFidel525104
This lecture covers discussion surrounding the concept of power, the place of soft power within broader discussions about power, and how soft power is operationalized.
Ashim Turgunzhanov from International Relations Department of International Ataturk Alatoo University is talking about the Constructivism in IR .Subject: History and Theory of International Relations Lecturer: Dr. Ibrahim Koncak
NATIONALINTEREST AND NATIONAL SECURITY IN NATIONAL SECURITY STRATEGYTANKO AHMED fwc
National policies, strategies and programmes are grounded on national interests tied to social, political, economic, and humanitarian processes.
We seek to understand ‘national interest’ in general, in specific relationship with ‘national security’
Issues or elements and events in national interest and national security are reflected in a nation’s security strategy
Strategic communication and the influence of the media on public opinionPOLIS LSE
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Public Diplomacy is winning the foreign Publics to your side by use of soft power without coercion. This presentation is about various aspects of public diplomacy, definitions and case studies of public diplomacy pursued by Pakistan, India and China. This also include case studies of two most important and successful public diplomacy campaigns Incredible India, and Beautiful China. This also include practical examples of public diplomacy which I myself practised when I was posted in Malaysia as Press Attache and later as Press Minister in France. The presentation is followed by action plan as well. this also identifies the soft power institutions of India, Pakistan and China and discusses successful models of other parts of the world as reference. I also identified soft power resources which can be used to pursue successful public diplomacy. This presentation is in three parts due to limit imposed by the slide share. I hope you will enjoy watching the presentations.
When the cold war was over at the end of 1980th, we expected that the 21st century would be peaceful, progressive, and politically stable. On the contrary, the strong consciousness of ETHNICITY was dramatically emerged in eastern European ethnic groups that were controlled by the old Soviet Union. The worse situation was the case of old Yugoslavia where were divided into three parts with arms. As we know, that war was the terrible genocide as we know.
What is “ Medical Anthropology?
Health and Sickness could be defined as the dynamic studies. Because, the concept of the sickness and health is depended on the indigenous values. It means “dynamics”.
2. Biomedicine and cultural( behavial sciences can be understood reciprocally.
Cultural Diagnosis.
The fact that the past scientific research and analysis gather so many different specialists needs to be stress. No profession can get alone the right perspective to comprehend the destructiveness of violence, we need different points of view to fight against it and hopefully to transfer this knowledge to the policy making body. It is my hope that our policy makers and society will begin to realize the importance of the anthropological aspects which I am going to discuss in this short paper.
Now, I would like to take this opportunity to share the role of Anthropology in this issue with policy makers and anthropologists but, let me first show about the role of anthropology in the process of development and its connection with violence. I believe that the anthropological theory should apply to the practical field. Another word, I would say that anthropologists must put on two hats (theoretical and practical).
The work was presented during the II Workshop on Medical Anthropology in Rome, October 14th - 15th 2011.
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Soft power cultural studies post globalization
1.
2. Soft Power, Cultural Studies and
Post-Globalization
Terry Flew, Professor of Media and
Communication, Creative Industries
Faculty, Queensland University of
Technology, Brisbane, Australia
3. • Entertainment media, cultural power, and
post-globalization: The case of China’s
international media expansion and the
discourse of soft power, Global Media and
China, SAGE OnlineFirst, 1 August 2016
• http://gch.sagepub.com/content/early/2016
/07/29/2059436416662037.full.pdf+html
4.
5.
6.
7.
8. Joseph Nye’s Concept of soft power
‘Ability to shape the preferences of others’
based on:
– Culture (in places where it is attractive to others)
– Political values (when it lives up to them at home
and abroad)
– Foreign policies (when others see them as
legitimate and having moral authority)
9. Nye on soft power and partners
‘Whether potential soft power resources translate into
the behaviour of attraction that can influence others
toward favourable outcomes … With soft power, what
the target thinks is particularly important, and the
targets matter as much as the agents. Attraction and
persuasion are socially constructed. Soft power is a
dance that requires partners’
(Nye, 2011, p. 84).
11. Institute for Government ‘soft power
index’ (2010)
• Culture: level of inbound tourism; international reach of state-sponsored media; number of foreign
correspondents in the country; international use of national language; number of winter and
summer Olympic gold medals;
• Diplomacy: foreign aid as percentage of GDP; number of languages spoken by the head of
government; strictness of visa requirements; ranking of the national “brand”; and the number of
dedicated cultural missions abroad;
• Government: position on the UN Human Development Index; position on the World Bank Good
Governance index; position on the Freedom House index of political freedom and liberty; measures
of trust in government; measures of personal life satisfaction;
• Education: number of universities in The Times Higher Education top 200; number of foreign
students studying at a nation’s universities; the number of “think tanks” in a country;
• Business/innovation: number of international patents as a percentage of GDP; business
competitiveness as measured by the World Economic Forum’s Global Competitiveness Index; the
level of corruption as measured by Transparency International; innovation index measured by the
Boston Consulting Group; and foreign investment as a percentage of total capital investment;
• Subjective measures: the quality of high and popular cultural outputs; quality of national food and
drink; relative international appeal of national celebrities; perceived quality of the national airline;
the reputation of a nation’s embassies; and the perceived global effectiveness of its national head
of government.
13. Soft power debates in China
• ‘The Chinese culture belongs not only to the
Chinese, but to the whole world.’
(Hu Jintao, address to the Australian Federal
Parliament, October 2003).
• ‘To strengthen our cultural soft power, we should
disseminate the values of modern China … More
work should be done to refine and explain our
ideas, and extend the platform for overseas
publicity, so as to make our culture known
through international communication and
dissemination’ (Xi Jinping, 2015)
14. China’s Soft Power Initiatives
• Hosting global events (Beijing Olympics 2008,
Shanghai World Expo 2010)
• Promoting scholarly exchanges (China Scholarships
Council)
• Confucius Institutes
• CCTV International, international expansion of
Xinhua News Agency and China Radio International
• Co-production arrangements in films, TV programs
and online games
15. Three dimensions of cultural soft
power
MEDIA PRIMARY AGENT CULTURAL FOCUS
Information/News Media State led High culture
Entertainment Media Commercially led Popular culture
16. Issues with ‘soft power’ theories
• Tendency to conflate cultural diplomacy
(intentionally-driven governmental practice) with
cultural relations (primarily driven by non-state
actors)
• What is ‘cultural’ in this concept?
– ‘high culture’ or mass media?
– Information or entertainment?
– Commercial culture or state-supported culture?
– Culture as things or processes?
17. Issues with ‘soft power’ from a
communications/cultural studies
perspective
• Transmission model of culture – distributional bias
• Culture as things/artefacts rather than as connected to human processes
• Behavioral conception of power
• Where does media/cultural power reside? – producers, distributors,
audiences?
• ‘there is no guarantee that the audience for international programming
will decode the meaning of messages in a way the source would prefer,
since interpretation occurs according to the prevailing cultural, social and
political beliefs, attitudes and norms among individual audience members’.
(Rawnsley, 2015, p. 280)
18. Actors in cultural diplomacy
There are four categories of actor who can be regarded as
making meaning with cultural products in this context, and who
can therefore be described both as cultural producers and
cultural consumers: namely, policy-makers themselves;
institutions and individuals charged with implementing cultural
diplomacy policy …; cultural practitioners; and, finally, individuals
engaging with cultural products which are produced for or used
in cultural diplomacy.
(Clarke, 2014, p. 8)
19. Distributional bias
• ‘There is no guarantee that the audience for
international programming will decode the
meaning of messages in a way the source
would prefer, since interpretation occurs
according to the prevailing cultural, social and
political beliefs, attitudes and norms among
individual audience members.’ (Rawnsley,
2015, p. 280)
20. ‘Active audience’ debate in
communication and cultural studies
‘The field of Cultural Studies has perpetually oscillated
between an emphasis on ‘power’ in terms of the
imposition of ideology through culture, on the one
hand, and ‘agency’ in terms of the relatively freedom of
the consumer, on the other’.
(Gibson, 2007, p. 167)
21. Five paradoxes of soft power
1. Media globalization provides the context for soft power
strategies, but rests upon understandings of audiences that
most globalization theorists reject;
2. It is nation-states that are leading soft power initiatives, at a
time when it is widely assumed that globalization weakens the
power of nation-states;
3. Media content is most likely to have soft power influence when
it is perceived to be distanced from governments, yet national
governments invest in such content as part of their cultural
diplomacy initiatives;
4. Popular entertainment media arguably has the most soft power
influence, but governments invest primarily in international
news services and “high culture;
5. Most discussions about soft power focus on traditional media
(newspapers, films, television), but the most effective strategies
may be those that operate through digital media.
22.
23.
24.
25.
26. Blockbusters
• The Hollywood blockbuster has had great cultural
influence in China
• Appeal of Chinese blockbusters has declined over time –
mid-budget films more popular with local audiences (e.g.
Lost in … series)
• Chinese interest in co-productions
– Outlet for investment capital
– Access to knowledge and soft skills
• US interest in co-productions
– Access to Chinese finance
– Access to Chinese domestic market