EAN: 9780349143460

SOFT POWER - ROBERT WINDER KARTONIERT (TB)

In recent years the modern world has developed a brave new concept: 'soft power'. It is the
power of friendly persuasion rather than command  and it invites nations to compete (as they
did in the nineteenth century) to expand their 'sphere of influence' as brands in a global
marketplace. In Bloody Foreigners and The Last Wolf  Robert Winder explored the way Britain was
shaped first by migration  and then by hidden geographical factors. Now  in Soft Power he
reveals the ways in which modern states are asserting themselves not through traditional
realpolitik but through alternative means: business  language  culture  ideas  sport  education
music  even food - the texture and values of history and daily life. Moving from West to East 
the book tells the story of soft power by exploring the varied ways in which it operates - from
an American sheriff in Poland to an English garden in Ravello  a French vineyard in Australia 
an Asian restaurant in Spain  a Chinese Friendship Hall in Sudan  the fact that fifty-eight
modern heads of state were educated in Britain  the student exchange that took a teenage Deng
Xiaoping to a small town on the Loire  the way that Japan could seduce the world with chic food
and smart computer games. Now there may be a new twist in this Great game. With soft power's
quiet ingredients - education  science  trade  cultural values - and a new emphasis on shared
mutual interest  it may be the only force supple enough to tackle the challenges the future
looks likely to pose - not least the slam-the-door reflexes pulling in the other direction.

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