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"The influence of soft power is very difficult to measure. It is associated with intangible resources such as culture or ideology, as well as the ability to use them skillfully in order to gain allies through attraction rather than coercion or payments. After the collapse of communism, Russia retained a huge military potential from the Soviet Union but largely lost its cultural and ideological appeal. Therefore, in order to rebuild its external attractiveness (at least in the post-Soviet space), Russia began to develop its foreign policy according to soft power principles. But Russian policy-makers misinterpreted the concept of soft power. They failed to appreciate the idea of partnerships with clear advantages for both sides in the near and long term. Instead, Moscow perceives soft power as the capacity to influence, or even manipulate, public opinion in target countries.
Although Russia possesses influential soft power channels to post-Soviet states like access to its labor market, language proximity, a common culture, and enormous energy resources, Moscow has been unable to enhance its attractiveness among its closest neighbors. Russian authorities focus most of all on loyal constituencies (such as compatriots living abroad) and seek to mobilize people who already follow Russia's goals and principles. Russia's insufficient soft power activism in the post-Soviet area is also due to its neo-imperial attitude toward neighboring states. Moscow is not able to offer them an attractive vision of integration without building patterns of strong dependence. Therefore, its proposal of close political and economic cooperation seems quite dangerous for the sovereignty and long-term development of its neighbors.
The notion of soft power holds strong normative potential based on domestic standards and norms of social and political life that are practiced in the state seeking to enhance its influence abroad. It is impossible to create an appealing external image without dealing effectively with domestic problems. Russia has many problems with corruption, the abuse of human rights, the lack of democracy, and the rule of law. Thus its model of political and socio-economic transformation cannot be seen as a positive example for other post-Soviet countries.
As soft powers usually use the most transparent and democratic measures to build their external attractiveness, the only way for Russia to become a real soft power in the post-Soviet area is to introduce serious internal reforms that focus on the liberalization of its economy and the democratization of its political system. It is only through real democratic change that Russia will reach its soft power potential." [author's abstract]

The term ""soft power"" describes a country's ability to get what it wants by attracting rather than coercing others - by engaging hearts and minds through cultural and political values and foreign policies that other countries see as legitimate and conducive to their own interests.This book analyzes the soft power assets of the United States and Japan, and how they contributed to one of the most successful, if unlikely, bilateral relationships of the twentieth century. Sponsored by the U.S. Social Science Research Council and the Japan Foundation's Center for Global Partnership, the book brin

India is a country experiencing tremendous eco­nomic growth while its political ambitions are aiming higher and higher as well. The country is trying to increase its global power using re­sources and instruments of soft power. India is learning this art anew, using its rich culture and reaching back to its past traditions. References made to religious diversity and democracy are another powerful tool in the state arsenal.There has been a reorientation in foreign policy as well, which refocused on supporting the state's economic development by seeking and maintaining good relations with foreign countries. Soft power instruments have grown in importance, especially as concerns culture and values, which combined with peaceful poli­cies made for a truly great opportunity of using soft power.

India is a country experiencing tremendous eco­nomic growth while its political ambitions are aiming higher and higher as well. The country is trying to increase its global power using re­sources and instruments of soft power. India is learning this art anew, using its rich culture and reaching back to its past traditions. References made to religious diversity and democracy are another powerful tool in the state arsenal.There has been a reorientation in foreign policy as well, which refocused on supporting the state's economic development by seeking and maintaining good relations with foreign countries. Soft power instruments have grown in importance, especially as concerns culture and values, which combined with peaceful poli­cies made for a truly great opportunity of using soft power.

In the Netherlands, there is the tradition of appointing a National Architect. This function expanded over time into an advisor for a national policy for built infrastructure and later for large national projects as well. Today, it is an advisory team, called the 'College van Rijks Adviseurs' (CRa), which consists of an urbanist, an architect and a landscape architect. Their impact is giving the national government (unsolicited) advice by the power of design, of demonstration; a 'soft power'. The red line in the story of the CRa is the need for a new chapter in Dutch spatial planning. They therefore created Panorama NL, an advice to the national government on how to develop a spatial vision for the Netherlands, what it includes, and how to formulate it, and which partners to include. Panorama NL is about storytelling, about how to offer a positive perspective in society to everyone. It is a book and it is also an app, in which you can see literally 360-degree panorama at eye level. Panorama NL paints a picture of what we should do and why we should do it. But the next question is: 'How do we actually do it?' This led to a competition called 'Panorama Lokaal' (the local panorama), which looks into post-war residential neighborhoods at a city's fringe, facing the countryside. Municipalities are challenged to think about how global and national challenges could help to qualitatively improve these areas. A new situation: national government is no more just providing funding but also needs to participate with a vision, be able to organize partnerships, with the most important scale of operations being the regional scale. This means that people need to be educated differently; at the ministry, at the national government level, and also at the university. The aim is to create T-shaped skills: a specialist in one specific domain or profession, but also able to communicate their specialist knowledge with people from totally different backgrounds, like economists or sociologists, laymen or politicians. It is regaining the Dutch Urbanism Approach: the ability to create a vision and develop it through an interdisciplinary approach into an integrated design.

Projecting influence : film and the limits of Beijing's soft power / Paul Clark -- Soft power in the living room : a survey of television drama in CCTV's foreign language channels / Dani Madrid-Morales -- Poetics of failure :performing humanism in the Chinese blockbuster / Victor Fan -- Going to Hollywood with non-Han films : a potential soft-power synergy? / Vanessa Frangville -- Upclose, broadcasting the Chinese dream : CCTV news and China's cultural policy presented to a global audience / Viola Sarnelli -- Non-state agents, quotidian soft power, and the work of the Overseas Film Festival : case studies from London / Luke Robinson -- Towards a "Chinese cinema" in New Zealand : transnational cinema as localized soft power / Luo Hui -- CCTV Africa in an expanding mediasphere : Chinese soft power and a South-South connectivity out of Kenya / Keith B. Wagner -- Animating virtual soft power : digital animation's dreams, nightmares, and wonders / Paola Voci -- Soft power by accident or by design : if you are the one and Chinese television / Wanning Sun -- Jia Zhangke's Mountains may depart (2015) and the China dream; or, How Chinese art cinema learned to stop worrying and love Chinese soft power / Elena Pollacchi -- The feminine touch : Chinese soft power politics and Hong Kong women filmmakers / Gina Marchetti -- Afterword : shifting perspectives on soft power and Chinese screens / Yingjin Zhang

Beijing's political 'charm offensive' in Africa has ostensibly made China a major player on the continent. The source of this success in China's African policy is sometimes seen in China's political and economic 'attractiveness'. It is true that China is building a positive image targeted to the audience in Africa, promoting for example the vision of 'win-win' mutual economic benefits from cooperation. This endeavour is close to the concept of 'soft power'. However, soft power is about dynamic relationships between an agent and the subject of attraction. Hence, the general growth of Chinese soft power and its success depends not only on whether China can sell its image to African states, but also whether African states are willing to buy this. Adapted from the source document.