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Britain's Persuaders - Soft Power in a Hard World (Hardcover)
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Britain's Persuaders - Soft Power in a Hard World (Hardcover)
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'Soft power' is an oft-used term and commands an instinctive
understanding among journalists and casual observers, who mostly
interpret it as 'diplomatic' or somehow 'persuasive'. 'Hard power'
is seen, by contrast, as something more tangible and usually
military. But this is a superficial appreciation of a more subtle
concept - and one key to Britain's future on the international
stage. Britain's Persuaders is a deep exploration of this
phenomenon, using new research into the instruments of soft power
evident in British society and most relevant to the 2020s. Some,
like the British Council or the BBC World Service, are explicitly
intended to generate soft power in accordance with governmental
intentions; but rather more, like the entertainment industries,
sport, professional regulatory bodies, hospitality industries or
education sectors have more penetrating soft power effects even as
they pursue their own independent or commercial rationales. This
book conducts an up-to-date 'audit' of all Britain's principal
sources of soft power. Situating its analysis within the current
understanding of the 'smart power' of nation states - that desire
to employ the full spectrum of policy instruments and national
characteristics to achieve policy outcomes, specifically in the
context of 'Brexit Britain' where soft power status is certain to
loom larger during the 2020s.
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