Research: Effectiveness of “soft power” is defined digital technology – RIA Novosti

LONDON, June 14 – RIA Novosti Digital technologies are a key element of the “soft power” in the world today, and it is through them the United States remains a leader in the ranking of countries using “soft power” to achieve. foreign policy goals, said consulting partner Jonathan McClory Portland.

On Tuesday, Portland introduced Soft Power rating of 30, which first entered Russia, taking 27th place. The first place the researchers gave the US, relegating to the second position of the leader of the last year, the UK. In five countries, most based on the concept of “soft power” in foreign policy, also includes Germany, Canada and France. Closes thirty Argentina

. “Digital technology – a central element of the” soft power “Improving the position of Canada and the United States (in the rankings) emphasize the importance of digital diplomacy and its role in the country enjoys.” Soft power “. In both countries, the leadership actively takes advantage of social networks, which affected the way we take into account the effectiveness of their digital diplomacy in the digital sub-ratings of the USA and Canada took first and second place in all it was a very successful year for the American digital diplomacy. “-. said the author McClory report, noting that the increase in the spread of communication networks and improving technology make digital diplomacy more effective.

at the same time, he said, the effectiveness of “soft silts” Europe falls. Leaders in the region are the UK, Germany and France.

“The second place in the overall ranking of the UK went because it traditionally strong cultural factor, education and something called engagement. The UK is a very strong diplomatic network” -. added the author

The number of countries that have improved the effectiveness of “soft power” in the last year McClory called Argentina and Russia. On Russia’s rating could affect the perception of the country in the world, according to the ranking.

“rating does not reflect entirely western views, and integrates the point of view from different parts of the world. In line with this, Russia has significantly better in the international survey 2016, compared to 2015. Perhaps the (relatively) more quiet period in the east of Ukraine and attempt to present Russia as a leader in the fight against IG (terrorist organization “Islamic State”, banned in Russia) has a positive effect on the country’s perception around world “, – stated in Portland report

The company defines.” soft power “as the ability to achieve foreign policy goals by means of” positive attraction and persuasion. ” As Portland says, “soft power” as opposed to “hard” using force, threats and sanctions, seeks to gain influence through networking and international rules and based on “resources, that make the country attractive in the world”.

Portland – an international consulting and PR-company, founded in 2011 in the UK by Tim Allan, a former adviser to the British ex-Prime Minister Tony Blair. According to its website, the company “supports major brands and individuals on issues of strategic and digital communications, as well as services public affairs, that is, the interaction with public authorities at different levels”.