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A Global Ranking of Soft Power 2018 2 the SOFT POWER 30 SECTION HEADER 3 A Global Ranking of Soft Power 2018 2 THE SOFT POWER 30 SECTION HEADER 3 Designed by Portland's in-house Content & Brand team. 60 116 The Indo-Pacific in focus: Soft power platforms: old and new The Asia Soft Power 10 The transformational (soft) power of museums: India rising: soft power and the world’s at home and abroad largest democracy Tristram Hunt, Victoria and Albert Museum Dhruva Jaishankar, Brookings India The quest for Reputational Security: interpreting The ASEAN we don’t know the soft power agenda of Kazakhstan and other Ong Keng Yong, RSIS newer states CONTENTS Nicholas J. Cull, USC Center on Public Diplomacy China goes global: why China’s global cultural strategy needs flexibility Reimagining the exchange experience: the local Zhang Yiwu, Peking University impact of cultural exchanges Jay Wang and Erik Nisbet, USC Center on Japan: Asia’s soft power super power? Public Diplomacy Jonathan Soble, Asia Pacific Initiative #UnknownJapan: inspiring travel with Instagram 7 16 Australia in Asia: the odd man out? Max Kellett, Portland Richard McGregor, Lowy Institute Contributors Introduction Table talk: bringing a Swiss Touch to the American public Disorderly conduct The two Koreas and soft power Aidan Foster-Carter, Leeds University Olivia Harvey, Portland Order up? The Asia Soft Power 10 Soft power and the world’s game: the Premier The 2018 Soft Power 30 League in Asia 12 Jonathan McClory, Portland 92 The Soft Power 30 30 Public diplomacy and the decline of liberal New coalitions of the willing & democracy Methodology of the index Vivian S. Walker, USC Center on Public Diplomacy emerging issues Objective data For NGOs, we live and die by soft power Fighting back: fake news, disinformation, and the Subjective data Bijan Frederic Farnoudi, Kofi Annan Foundation question of sharp power Max Kellett and Justin Kerr-Stevens, Portland Changes, challenges, and limitations Malaria elimination: The role of public and private leadership Hard laws, soft power Philip Hall, Portland 40 Benjamin Rolfe and Patrik Silborn, APLMA Results and analysis Soft power and global health diplomacy: the rise of France 158 The top five Tara Ornstein, USC Center on Public Diplomacy Conclusion and look ahead Breaking down the objective data Global collision or international collaboration? Breaking down the results Addressing a framework for cyber policy Trends and lessons Elizabeth Linder, Chatham House Going forward The future of diplomacy takes root in cities Nina Hachigian, City of Los Angeles and Penny 168 Abeywardena, City of New York Appendix Appendix A – Metrics Appendix B – References 7 Creator and Author Contributors JONATHAN MCCLORY Penny Abeywardena Jonathan is the author of The Soft Power 30 and a specialist in soft Penny Abeywardena is the Commissioner for International Affairs at the New power, public diplomacy, cultural relations, and place branding. York City Mayor’s Office for International Affairs. Penny was Director of Based in Singapore, he is Portland’s General Manager for Asia. He Girls and Women Integration at the Clinton Global Initiative (CGI) from has advised senior government clients in the UK, Europe, and Asia 2009 to 2014. on reputation, policy, and effective global engagement. Before working in the private sector, Jonathan was Senior Nicholas J. Cull Researcher at the Institute for Government (IfG). While at the IfG, Nicholas J. Cull is the Professor of Public Diplomacy and the founding director Jonathan created the world’s first composite index for measuring of the Master of Public Diplomacy program at USC. Nicholas is also a Faculty the soft power of countries. This prior research helped inform Fellow at the USC Center on Public Diplomacy. the development of The Soft Power 30, which is now used as a benchmark by governments around the world. Bijan F. Farnoudi Bijan Farnoudi is the Head of Communications at the Kofi Annan Foundation. He was Head of Communications at the International Committee of the Red Cross (ICRC) from 2008 to 2013 in South Sudan, Nepal, Afghanistan, and Geneva. Aidan Foster-Carter PORTLAND USC CENTER ON PUBLIC DIPLOMACY Aidan Foster-Carter is an Honorary Senior Research Fellow in Sociology and Modern Korea at Leeds University. He has covered Korean affairs for Oxford Portland is a strategic communications The USC Center on Public Diplomacy (CPD) was Analytica and the Economist Intelligence Unit. consultancy working with governments, established in 2003 as a partnership between the businesses, foundations, and non- Annenberg School for Communication and Journalism governmental organisations to shape and the School of International Relations at the Nina Hachigian their stories and communicate them University of Southern California. It is a research, Nina Hachigian is the Deputy Mayor for International Affairs in the Office of effectively to global audiences. analysis, and professional education organisation the Mayor of Los Angeles. Nina was appointed US Representative to ASEAN dedicated to furthering the study and practice of with the rank and status of Ambassador Extraordinary and Plenipotentiary global public engagement and cultural relations. from 2014 to 2017. Philip Hall With special thanks to contributors whose efforts in research, editing, guidance, and design were instrumental to the Philip Hall is a Partner at Portland and leads the firm’s disputes practice. He completion of this report. has particular expertise in litigation, conflict, and crisis communications, as well as developing complex digital campaigns for conflict and crisis situations. | Warren Aspeling | Florence Feng | Henri Ghosn | Kate Joyce | George Kyrke-Smith | Natalia Zuluaga Lopez | Kit Neill | Mary Peters | Melanie Thienard| 8 THE SOFT POWER 30 9 Olivia Harvey Elizabeth Linder Olivia Harvey is an Account Manager at Portland. She specialises in Elizabeth Linder founded the Conversational Century in 2016 and serves as developing communications strategies for governments, with a particular Chair of the Kinross House Meetings in Scotland. She is a Senior Consulting focus on soft power and public diplomacy. Fellow at Chatham House and Executive Director of Global Communications & External Affairs at Beautiful Destinations. Tristram Hunt Tristram Hunt is the Director of the Victoria and Albert Museum. He was Richard McGregor a Labour Party MP for Stoke-on-Trent Central from 2010 to 2017, and Richard McGregor is a Senior Fellow at the Lowy Institute with expertise in Shadow Secretary of State for Education from 2013 to 2015. the politics and economies of East Asia, primarily China and Japan. He was the Financial Times bureau chief in Beijing and Shanghai from 2000 to 2009, and headed the Washington office from 2011 to 2015. Dhruva Jaishankar Dhruva Jaishankar is a Fellow in Foreign Policy Studies at Brookings India and the Brookings Institution in Washington DC. He was a Transatlantic Erik Nisbet Fellow with the German Marshall Fund in Washington DC from 2012 to Erik Nisbet is Assistant Professor in the School of Communication at The 2016, where he managed the India Trilateral Forum. Ohio State University specialising in public diplomacy and foreign policy. Erik is also a Faculty Fellow at the USC Center on Public Diplomacy. Max Kellett Max is a Senior Account Manager at Portland, where he advises clients Ong Keng Yong across Asia and the Middle East on integrated communications activity. He Ong Keng Yong is an Ambassador-at-Large at the Singapore Ministry of has particular experience in digital communications and crisis management Foreign Affairs and Executive Deputy Chairman of the S.Rajaratnam School and has spent time embedded within government units. He also has a strong of International Studies at NTU. He was High Commissioner of Singapore interest in how soft power and digital technology can be leveraged in pursuit to Malaysia from 2011 to 2014, and Secretary-General of ASEAN from of foreign policy priorities. 2003 to 2008. Justin Kerr-Stevens Tara Ornstein Justin Kerr-Stevens is a Partner at Portland with expertise in capability Tara Ornstein is a Multilateral Advisor for the US Agency for International building and digital strategy for governments in the Middle East, Central Development (USAID). Tara is an international affairs and global health Asia, and Europe. He was a Strategic Communications Advisor to various professional specialising in the management of international research and ministries in the UK government from 2004 to 2012. service delivery programmes. Lisa Koh Benjamin Rolfe Lisa Koh is a Senior Account Executive at Portland. She specialises in Benjamin Rolfe is the Chief Executive Officer of the Asia Pacific Leaders developing and implementing communications strategies for government and Malaria Alliance. He was the Pacific Lead Health Advisor at the Australian philanthropic organisations, with a focus on East Asia. Department of Foreign Affairs and Trade from 2013 to 2014. 10 THE SOFT POWER 30 Patrik Silborn Patrik Silborn is the Senior Director of Financing and Resource Mobilisation at the Asia Pacific Leaders Malaria Alliance. He was Head of the Private Sector Engagement Department at The Global Fund from 2014 to 2017. Jonathan Soble Jonathan Soble is a Visiting Fellow at the Asia Pacific Initiative. He was formerly the Tokyo correspondent for The New York Times and Tokyo bureau chief for the Financial Times. Vivian S. Walker In memory of Dr. Martin Roth, 1955 – 2017 Vivian S. Walker is a Faculty Fellow at the USC Center on Public Diplomacy, where she serves as Guest Editor for CPD Perspectives and is The 2018 Soft Power 30 report is dedicated to the memory a Research Fellow at Central European University Center for Media, Data, of Dr. Martin Roth, former director of the Victoria & Albert and Society in Budapest. Museum in London and of the State Art Collections in Dresden. Dr. Roth was a champion for cultural internationalism and a Jay Wang believer in the power of art, culture, and dialogue to transcend Jay Wang is the Director of the USC Center on Public Diplomacy and an borders and create meaningful connections between peoples.
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