Soft power is defined as a nation’s ability to influence the preferences and behaviours of various actors in the international arena (states, corporations, communities, publics etc.) through attraction or persuasion rather than coercion.
A country's soft power, according to Nye, rests on three resources: "its culture (where it is attractive to others), its political values (when it lives up to them at home and abroad), and its foreign policies (when others see them as legitimate and having moral authority).
Ever since Joseph S Nye Jr., an American political scientist, introduced this term the countries across the world latched on to this idea to augment their influence using their cultural assets and values that date back centuries, to an extent, that some of them have even become self opinionated. They advertently or inadvertently forgot the essential feature of Soft Power ; The Political Values.
One of them is our country, whose soft power underpinned by its ancient civilization and rich cultural heritage, due to this misunderstanding , has not been harnessed to its fullest potential.
Why is it Necessary to Analyse the Soft Power Index.
The famous Chinese diplomat , Hu Shih once remarked:
"India conquered and dominated China culturally for 20 centuries without ever having to send a single soldier across her border.
Therefore, is it not surprising that today we are not even amongst the top 20 on the Global soft power Index and rather this year we have slipped 9 places to the 36th spot and that even Brazil is ahead of us.
If one examines the Soft Power Index data right from 2014 to 2021 dispassionately, one can anaylse as to why our forefathers succeeded and we the modern Indians are failing in using the Soft Power to its full potetial.
According to David Haigh, Chairman and CEO of Brand Finance, “The Global Soft Power Index is the result of a ground-breaking fieldwork research, the most inclusive of its kind, which allows to see in aggregate how the world views the top soft power nations, but it also enables – thanks to the scale of the sample – a more granular snapshot of nation-to-nation attitudes. These findings are vital for governments seeking to better manage their nation brands and improve their soft power influence in specific countries and on specific metrics.”
In layman’s language Global Soft Power Index would tell us what " Brand India " means to the world as for instance what does " Brand Japan" mean to us in India?
The Global Soft Power Index of a Nation incorporates a broad range of measures, which in combination provide a balanced and holistic assessment of nations’ presence, reputation, and impact on the world stage.
This mathematical Index uses 7 pillars of soft power, listed in the illustration below.
Why are we ranked so low in the Index and Slipping Down?
A mere cursory look at all these components of SEVEN PILLARS of soft power, will surely explain as to where we stand on these parameters and why are We ranked low . The SEVEN PILLARS imply ; Softpower does not only mean traditions, customs, ancient history, old monuments, statues and ancient literature.
It rather includes; Governance, rule of law, crime rate, security, constitution, tourism, films, fine arts, traditional media, social media education, values, character and trust in the society (an offshoot of corruption).
A country which has an Ineffective and inefficient law and order system, corruption down to the Panchayat level, social media full of hatred and fake news, stiffled traditional media, educational institutions in a pathetic state and the best ones being attacked and undermined by the central government, health care system in disarray that no one wants to take its sick to government hospital, frequent violent protests, polluted cities and rivers, high child mortality rates, poverty, communal hatred and communal violence, communal politics…(the list goes on) can not have any significant SOFT POWER.
We need to ask ourselves ; How can someone from abroad Looking at this mess can get Motivated or Influenced ? .
So, in that sense Yoga, Ayurveda, and events like Namaste 2020(Global Utsava of Indian Soft Power) are really not going to help India in building its Brand image and harnessing its Soft power. Publishing selective pictures of PM is also not going to help because the facts are right in front of us. These pics may fetch him votes and popularity at Home but it surely does not help India in improving its SOFT POWER.
We cannot claim to be a South Asian Power today, as we are not even able to influence our next door neighbours with whom we share thousands of years of history.
This is the outcome of our failure to pay attention to the SEVEN PILLARS OF SOFT POWER and our fixation to Just One Pillar; Ancient TRADITIONS, CUSTOMS, ANCIENT HISTORY, ANCIENT LITERATURE.
Analysing the Index therefore will help us focusing on right areas rather than fighting on issues related to our chequered History.
For those who may still behave Like What Alberuni said about Indians.
Alberuni a noted Historian and traveler who came with Mahmud Ghazni in his account titled Tahqiq-i-Hind described Indians as stolid and obstinate. He wrote,
“They (Indians)are haughty, foolishly vain, self contained and stolid, and they believe that there is no country like theirs, no king like theirs and no science like theirs.”
So, those who still behave as Alberuni described us almost 1000 years ago must note the following :
- Germany has moved ahead topping the list overtaking UK which has moved down three spots. Even the US has moved down in its rankings and came down to 6th The United States is the fastest-falling top ranking nation in the ranking, dropping from first place to sixth place.
- Well-governed nations climb the ranks of the top 20 - Japan is the top-performing Asian nation and second overall, just behind Germany.
Even if one thinks its a Conspiracy to bring down India, Ask yourself how do you feel when your child goes abroad for higher education?
Those stolid and obstinate who always start with a conspiracy theory must be shunned and their voices be squashed because they are the ones who are not letting India ahead.
We need to a take a cue from this …
While examining the various parameters, one will surely feel happy that India ranks 10th in perceptions of nations who are easy to do business with. Plus, India comes third in the Future Growth Potential metric which displays public confidence in India’s status as a centre for talent and economic growth.
However, once again a reminder, they are all perceptions, because when one examines the World Bank’s Ease to Do Business rankings (notwithstanding the controversy over China’s ascent in the report) over the years one would notice that, although India had made tremendous improvements but we are still languishing at very low positions as far as ENFORCEMENT OF LAWS is concerned. Secondly, although we have improved in the ease to business ranking but the investment comes to only those states which have traditionally been supportive of entrepreneurship and created a conducive environment for business; Maharashtra, Karnataka, TN, Telangana/AP and Gujarat.
Conclusion
If Indian Govt is serious about harnessing its Soft power to its fullest, it must lay emphasis on GOVERNANCE rather than on temples, monuments, history, traditions and customs.
The traditional Indian media as well as Social media can play a huge role in improving Governance and thereafter enhancing India’s soft power. Both of them can act like Mirrors to the Govt, but sadly the traditional media as once refered by Gen VK Singh - Presstitute is sold-off, and is shy of highlighting the follies and is Good at only Blowing the trumpet of the Govt in Power. As regards, the Indian Netizens, they are busy spreading hatred on Social media, they have little time to devote on real issues related to Governance, but have all the time to discuss Communal issues and Electoral Politics.
If we prefer to operate in this manner we will continue to not only slip down on various indices, as the most recent downfall in the Human Development Index but also Not be able to influence our smaller neighbours and would need the help of USA to be heard next door.
Someone had very rightly said ; What matters is - What You are today and Not what You did in Past .