Soft Power - The New Great Game - Robert Winder

Soft power invites nations to compete (as they did in the nineteenth century) to expand their 'sphere of influence' as brands in a global marketplace.

Moving from West to East, Robert Winder tells the story of soft power by exploring the varied ways in which it operates around the world. And he reveals how 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.