America's Loss, Someone Else's Opportunity?
Investigating soft power dynamics beyond the U.S.
Hello everyone,
I am Daniele Carminati, a lecturer in International Relations at Mahidol University International College (MUIC). My research interests revolve around the sociocultural, economic, and political implications of globalization in East and Southeast Asia with a particular focus on soft power dynamics and connectivity in its multiple forms (e.g. China’s Belt and Road Initiative).
This is my monthly newsletter covering the fascinating and multifaceted realm of soft power within the field of International Relations and related disciplines.
More about me and my work: LinkedIn | Academia | Research Gate
Soft power dynamics do not (always) imply zero-sum outcomes in which a country’s loss will inevitably result in someone else’s gains. Yet, recent developments – such as the U.S.’ squandering of its soft power sources across the board (and do not take my word for this, there are dozens of articles supporting this perspective, as covered in my first inaugural post) – provide great opportunities not only for China, the most prominent competitor, but also for other international actors.
In the past few months, I have seen more articles asking a question that even a couple years ago would have been dismissed with laughter:
Is China becoming cool?
Although some may still downplay it when proposed by publications like the South China Morning Post, arguing that a “smiling, friendly China [is] a perfect antidote to Trump’s angry America,” what about when asked by The Economist or The Conversation?
The former published an article explaining how the Eastern giant became cool – not if – followed by a piece illustrating China’s brands expansion across the world, and why this should be cherished. Similarly, the latter investigated how “Beijing is using pop culture to win the soft power war.” While I would refrain from using the word ‘war’ for soft power competition, the fact that a growing variety of publications are asking the same question – and answering affirmatively – is telling.
Other recent pieces focused on how American policies – such as a less welcoming environment for international students, especially from China – would benefit Chinese universities and foster exchanges with Southeast Asia.
As succinctly summarized in the Semafor, Beijing’s “new soft power” aims at “portraying a welcoming, modern, and culturally rich image […] to balance the global discourse, not to attack or undermine other nations.” In principle, this sounds like a promising strategy, but time will tell.
Drawing upon these developments, I attempted to expand the argument to the Asian continent, wondering whether internal dynamics of attraction involving a variety of East, South, and Southeast Asian actors could signal the long-envisioned Asian Century. The answer is still in the making, but evidence is piling up by the day, as covered in my brief piece, which could lead to an expanded version if the trend continues.
While Japan keeps “cashing in” thanks to its broadly-appealing cultural products – such as anime and manga – South Korea is moving beyond being “just a media trend” towards becoming “a platform for international engagement, brand diplomacy, and cultural innovation.” It was not long ago when I pondered “how [the Korean Wave’s] potential could be effectively used to advance policies for the (inter)national and greater good.” It seems that the country has already an answer.
Meanwhile, India’s powerful and influential personalities are trying to redefine the country’s soft power through art and culture, beyond Bollywood, through initiatives such as the Nita Mukesh Ambani Cultural Centre. The potential of this diverse country is certainly there.
The African continent is also eager to develop and showcase its soft power. The main takeaways from the a recently-released report highlighted South Africa as “Sub Saharan Africa's most influential Soft Power player,” the continent’s opportunities for sports leadership and tourism appeal, but also how low reputation represent a major barrier towards greater soft power. My best wishes to Africa to unleash its potential.
Last, for this issue, the Guardian asks: “As [the] U.S. retreats, is there a ‘soft power’ opportunity for [the] U.K.?” The country., especially through the British Council, has been one of the most prolific actors investigating public diplomacy and soft power. Yet, theory does not necessarily inform practice, as the piece acknowledges that while “Ministers see urgency of west’s declining influence, […] funding for institutions such as BBC World Service is tight.”
Thus, is America’s (arguably self-inflicted) reputational loss someone else’s opportunity? The short answer is yes, especially for direct competitors like China. However, as mentioned at the beginning of this piece, soft power dynamics are not necessarily win-lose, and the marketplace of international attraction is broad and diverse enough for many actors to develop and showcase their national features.
I have now devoted nearly a decade to the study of soft power – including my PhD dissertation – and I am as eager as the first day to (help to) bring some clarity surrounding this oft-misunderstood concept both in theory and practice, with a particular focus on East and Southeast Asia’s dynamics of attraction and influence.
For the time being, this newsletter will take the form of a curated selection of links accompanied by brief commentaries, although thematic editions might follow in the future.
Additionally, links to events such as webinars could also be included.
See you in a month.