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.
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