Britain's Persuaders: Soft Power in a Hard World

Helen Ramscar · Michael Clarke

oct 2021 · Bloomsbury Publishing

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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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Professor Michael Clarke was Director General of the Royal United Services Institute from 2007-2015, where he remains a Distinguished Fellow. He is an adviser to two Parliamentary Committees and Associate Director of the Strategy and Security Institute at the University of Exeter.
Helen Ramscar is an Associate Fellow of the Royal United Services Institute. She has worked in the House of Commons, the Royal Household and the US Embassy in London. She is a graduate of Durham University, SOAS and Cass Business School.