A Global Ranking of Soft Power

A Global Ranking of Soft Power 2019

Designed by Portland's in-house Content & Brand team.

CONTENTS

6 Creator and Author

7 Contributors

10 Executive Summary 14 Introduction

What's past is prologue Small is beautiful The 2019 Soft Power 30

26 Methodology of the index

Objective data Subjective data Changes, limitations, and shortcomings

36 Results and analysis

The top five American soft power after Trump Joseph S. Nye, Jr., Harvard University The remaining top ten Is soft power enough? A realist's perspective from the "Little Red Dot" Bilahari Kausikan, National University of Singapore Breaking down the objective data Breaking down the results The soft power of government innovation Adrian Brown, Centre for Public Impact The Asia Soft Power 10 Making (limited) inroads James Crabtree, Lee Kuan Yew School of Public Policy

74

Soft power in a digital first world

Public diplomacy and our digital future Jay Wang, USC Center on Public Diplomacy

Everybody at the table: Transnational digital cooperation Fadi Chehad?, USC Center on Public Diplomacy

With a little help from my friends: Reviving Sri Lankan tourism Portland case study

Short circuit: What will artificial intelligence mean for diplomacy? Kyle Matthews, Concordia University

Feeling digital diplomacy: Soft power, emotion, and the future of public diplomacy Constance Duncombe, Monash University

Branding for change: What diplomats can learn from the campaigns for change at the 2019 Women's World Cup Portland case study

From soft to sharp: Dealing with disinformation and influence campaigns James Pamment, Lund University

Face-time: Building trust in international affairs through exchanges Katherine Brown, Global Ties U.S.

110 Conclusion and look ahead

Trends and findings from 2019 Looking ahead

118 Appendix

Appendix A ? Metrics Appendix B ? References

THE SOFT POWER 30

5

Creator and Author

JONATHAN MCCLORY Jonathan is the creator of The Soft Power 30 index and author of the annual report. He is a specialist in soft power, public diplomacy, cultural relations, and place branding. Based in Singapore, he is Portland's General Manager for Asia. He has advised senior government clients across four continents on reputation, policy, and effective global engagement.

Before working in the private sector, Jonathan was Senior Researcher at the Institute for Government (IfG). While at the IfG, Jonathan created the world's first composite index for measuring the soft power of countries. This prior research helped inform the development of The Soft Power 30, which is now used as a benchmark by governments around the world.

PORTLAND

Portland is a strategic communications consultancy working with governments, businesses, foundations, and nongovernmental organisations to shape their stories and communicate them effectively to global audiences.

USC CENTER ON PUBLIC DIPLOMACY

The USC Center on Public Diplomacy (CPD) was established in 2003 as a partnership between the Annenberg School for Communication and Journalism and the School of International Relations at the University of Southern California. It is a research, analysis, and professional education organisation dedicated to furthering the study and practice of global public engagement and cultural relations.

With special thanks to contributors whose efforts in research, editing, guidance, and design were instrumental to the completion of this report.

| Warren Aspeling | Alex Gilmore | Henri Ghosn | Will Hamilton | Sarah Hajjar | Olivia Harvey | George Kyrke-Smith | Natalia Zuluaga Lopez | Nadine Ottenbros | Mary Peters | Rachel Phay |

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