Governments can’t control soft power, but they can create the conditions through sustained investment and support of cultural institutions – and many are doing that, especially emerging powers like China.
British Council Director General, Martin Davidson

A new report, Influence and attraction – Culture and the race for soft power in the 21st century, by the British Council and Demos explores the ways in which nations are increasingly seeking to maximise their ‘soft power’ by promoting cultural understanding.

The report examines the latest data and research in the field of international cultural relations and cultural diplomacy. It provides ways of classifying and understanding this increasingly diverse and growing area of policy making and research. It offers a new rationale for cultural relations activities, examines trends and suggests lessons for countries that wish to enhance their international cultural strategies.