Soft Power

In recent years the modern world has developed a brave new concept: 'soft power'. It is the power of friendly persuasion rather than command, and it invites nations to compete (as they did in the nineteenth century) to expand their 'sphere of influence' as brands in a global marketplace.

In Bloody Foreigners and The Last Wolf, Robert Winder explored the way Britain was shaped first by migration, and then by hidden geographical factors. Now, in Soft Power he reveals the ways in which modern states are asserting themselves not through traditional realpolitik but through alternative means: business, language, culture, ideas, sport, education, music, even food - the texture and values of history and daily life.

Moving from West to East, the book tells the story of soft power by exploring the varied ways in which it operates - from an American sheriff in Poland to an English garden in Ravello, a French vineyard in Australia, an Asian restaurant in Spain, a Chinese Friendship Hall in Sudan; the fact that fifty-eight modern heads of state were educated in Britain; the student exchange that took a teenage Deng Xiaoping to a small town on the Loire; the way that Japan could seduce the world with chic food and smart computer games.

Now there may be a new twist in this Great game. With soft power's quiet ingredients - education, science, trade, cultural values - and a new emphasis on shared mutual interest, it may be the only force supple enough to tackle the challenges the future looks likely to pose - not least the slam-the-door reflexes pulling in the other direction.

“Winder is a highly knowledgeable guide to this slippery subject. His book is also beautifully written in an enviably easy style. There is not a redundant sentence in it and the details are expertly chosen and revealing”

Winder is a highly knowledgeable guide to this slippery subject. His book is also beautifully written in an enviably easy
style. There is not a redundant sentence in it and the details are expertly chosen and revealing

Literary Review
The book reflects its author's intelligence and wide reading -- Max Hastings Sunday Times
Stimulating . . . fascinating Mail on Sunday

Robert Winder was literary editor of the INDEPENDENT for 5 years. He has written two novels.

There's a new Great Game afoot, and it involves soft power. As national movements resurface across the world, unsettling the international balance, the old-fashioned 'sphere of influence' is making a comeback. Nation states are once again competing to win friends and influence people by selling themselves as alluring brands.In Bloody Foreigners and The Last Wolf , Robert Winder explored the way Britain was shaped first by migration, and then by hidden geographical factors. Now, in Soft Power he explores the way modern states are asserting themselves not through traditional realpolitik but through alternative means: business, language, culture, ideas, sport, education, music, even food ... the texture and values of history and daily life.Moving from West to East, from America to Japan, the book will estimate the weight of soft power by exploring the varied ways in which it operates - from an American sheriff in Poland to an English garden in Ravello, a French vineyard in Australia, an Asian restaurant in Spain, a Chinese Friendship Hall in the Sudan . . .Soft power used to be thought of as merely the surface gloss on hard power - the velvet glove on the iron fist. But in the modern world of high-speed data flow and energetic migration, it now packs a decisive punch in its own right. After the Cold War . . . the Soft War?

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