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The term "soft power" is meant the ability of the state to achieve their goals at the expense of the attractiveness of their own culture, political values - as opposed to "hard power" based on military and economic pressure.
Five leaders of the study - the UK, Germany, USA, France and Canada. Closed list of 30 countries to China.
Despite the fact that the United Kingdom does not take first place in any of the sub-indices, in her high marks in all categories, so the final ranking, and she was the first. The authors attribute this good result with such British organizations such as the BBC and the British Council, a high level of the educational system, the development of creative industries: art, cinema, music, architecture, design and fashion. Also important sports institutions such as Premier League football, business brands (British Airways, Burberry), charitable organizations and companies such as Amnesty International and Oxfam.
Germany, according to the experts the agency, pushing for the top ranking trend of the last decade: the country is the driving force in European politics. She also is known for the high quality of the goods and received high marks in the survey. The significant role played by the development of Berlin as a cultural capital.
The United States for many individual parameters are the first authors of the rating note that the country would have been the absolute leader, if in the final risk assessment only objective indicators. However, in a survey of the United States took only 16 th position: the perception of US foreign policy assessment drawn down.
Surprising position of China, recognized the authors of the rating, since it is well known that the country has invested significant resources into instruments of "soft power" - the relevant directive came in 2007 by Hu Jintao, who at that time held the position of Chairman of the PRC. Examples - the creation of the Confucius Institute, the Beijing Olympics, Expo 2010. Shanghai. However, censorship, repression of minority rights problems have reduced the impact of Chinese investment. In a survey of the country was only 29 minutes.
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