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A New Type of Soft Power: Country Branding

Year 2018, Volume: 4 Issue: 1, 252 - 259, 30.06.2018
An Erratum to this article was published on June 29, 2023. https://dergipark.org.tr/en/pub/intjcss/issue/78514/1320850

Abstract

In this article I discuss relationship between soft power and country
branding.   The term ‘soft power’ was
coined in 1990 by Professor Joseph Nye to explain how modern states can use
positive attraction and persuasion to achieve global influence. Soft Power is a
new type and face of Power. That is based on persuasion, seduction and engages.
If you want to affect foreign countries, you must have a good image in foreign
audience. In this way you can get some economic and political interest on other
countries. Some scholars argue that nation branding and country branding as a
new type of public diplomacy. According to resent research, (Soft Power 30 A
Global Ranking of Soft Power, Portland Communication 2015; Anholt-GfK Nation
Brands Index 2015; 2016; 2017) Ranking of Soft Power and Nation Branding show
similar results. Countries with soft power are higher in national brand value.



I discuss new soft power strategy some country like Chına, India, Russia
that they called ‘new powers of world order’, ‘rising powers’ or ‘alternative
Powers’. And the other perception I will discuss some developed and developing
countries. . They want to build ‘attractive country image’ with cultural
heritage for tourism and economic growth. 
And I want to discuss USA an EU that they have a good strategy on soft
power and national branding.

References

  • Ahadi, A. (2013). Public Diplomacy in Middle East: A Comparative Analysis of the U.S. and Iran, Iranian Review of Foreign Affairs, Vol.4, No.1,Spring2013, pp.105-128
  • Blarel, N. (2012). “India’s Soft Power: From Potential to Reality?”, in India: The Next Superpower? London School of Economics IDEAS Special Report, 2012.
  • Breslin, S. (2011). The Soft Notion of China’s ‘Soft Power’. Chatham House, Asia Programme Paper
  • Brzezinski, Z. (2005). Büyük Santraç Tahtası: Amerika’nın Küresel Üstünlüğü ve Bunun Jeostratejik Gereklilikleri (The Grand Chess Board, American Primacy and Its Geostrategic Imperatives) İstanbul: İnkılap Yayınevi
  • Cooper, R. (2004). Hard Power, Soft Power and The Goals of Diplomacy, in David Held/Mathias Koenig-Archibugi (eds), American Power in The 21st Century, pp. 167-180.
  • Cooper, R. (2004). Hard Power, Soft Power and The Goals of Diplomacy, in David Held/Mathias Koenig-Archibugi (eds), American Power in The 21st Century, 2004, pp. 167-180.
  • Çavuş, T. (2012). Dış politikada Yumuşak Güç Kavramı ve Türkiye’nin Yumuşak Güç Kullanımı, (Soft Power Concept in Foreing Policy and Turkish Soft Power) .KSÜ İİBF Dergisi, Cilt 2, Sayı 2, 23-37.
  • Fan, Y. (2008). Soft Power: Power of Attraction or Confusion, Place Branding and Public Diplomacy, Issue 4, Volume 2, pp. 47-158, http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.426.8323&rep=rep1&type=pdf
  • Jonathan McClory (2015). The Soft Power 30 A Global Ranking of Power, The Soft Power 30 Report Portland.
  • Jonathan McClory (2016). The Soft Power 30 A Global Ranking of Power, The Soft Power 30 Report Portland.
  • Joseph Nye. (1990). Soft Power, Foreign Policy, No. 80, Twentieth Anniversary (Autumn, 1990) pp. 153-171.
  • Nye, J (2004). “Soft Power: The Means to Success in World Politics.” Foreign Affairs. N.p., 01 May 2004. Web.
  • Nye, J. (2015). On “The American Century” And The Future of Smart Power An Interview With Joseph Nye, Issue 14, Summer 2015, 9-11
  • Pallaver, M. ( 2011). Power and Its Forms: Hard, Soft, Smart, Basılmış Doktara tezi, Department of International Relaitons of the London School of Economics for the geree of Master of Philosophy. London,
  • Sonenshine, T. D. (2015). Is ‘Smart Power’ Smart and Does It Work, Public Diplomacy, Issue 14, Summer 2015, pp. 16-20.
  • Vuving, A. (2009). How Soft Power Works, Amerikan Political Science Association Annual Meeting, Toronto, September 2, 2009.
  • Vuving, A.L (2009). How Soft Power Works, American Political Science Association Annual Meeting, Toronto, September 2, 2009.
  • Wagner, J. P. (2014). The Effectiveness of Soft Power and Hard Power in Comtemporary International Relations, E-International Relationas Student, http://www.e-ir.info/2014/05/14/the-effectiveness-of-soft-hard-power-in-contemporary-international-relations/
  • Wilson, E.J. (2008). Hard Power, Soft Power, Smart Power, The Annals of the American Academy of Political and Social Science, 2008; 616; pp.110-124
  • Windsor, B. (2000) Hard Power, Soft Power Recconsidered, Canadian Military Journal Autumn
Year 2018, Volume: 4 Issue: 1, 252 - 259, 30.06.2018
An Erratum to this article was published on June 29, 2023. https://dergipark.org.tr/en/pub/intjcss/issue/78514/1320850

Abstract

References

  • Ahadi, A. (2013). Public Diplomacy in Middle East: A Comparative Analysis of the U.S. and Iran, Iranian Review of Foreign Affairs, Vol.4, No.1,Spring2013, pp.105-128
  • Blarel, N. (2012). “India’s Soft Power: From Potential to Reality?”, in India: The Next Superpower? London School of Economics IDEAS Special Report, 2012.
  • Breslin, S. (2011). The Soft Notion of China’s ‘Soft Power’. Chatham House, Asia Programme Paper
  • Brzezinski, Z. (2005). Büyük Santraç Tahtası: Amerika’nın Küresel Üstünlüğü ve Bunun Jeostratejik Gereklilikleri (The Grand Chess Board, American Primacy and Its Geostrategic Imperatives) İstanbul: İnkılap Yayınevi
  • Cooper, R. (2004). Hard Power, Soft Power and The Goals of Diplomacy, in David Held/Mathias Koenig-Archibugi (eds), American Power in The 21st Century, pp. 167-180.
  • Cooper, R. (2004). Hard Power, Soft Power and The Goals of Diplomacy, in David Held/Mathias Koenig-Archibugi (eds), American Power in The 21st Century, 2004, pp. 167-180.
  • Çavuş, T. (2012). Dış politikada Yumuşak Güç Kavramı ve Türkiye’nin Yumuşak Güç Kullanımı, (Soft Power Concept in Foreing Policy and Turkish Soft Power) .KSÜ İİBF Dergisi, Cilt 2, Sayı 2, 23-37.
  • Fan, Y. (2008). Soft Power: Power of Attraction or Confusion, Place Branding and Public Diplomacy, Issue 4, Volume 2, pp. 47-158, http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.426.8323&rep=rep1&type=pdf
  • Jonathan McClory (2015). The Soft Power 30 A Global Ranking of Power, The Soft Power 30 Report Portland.
  • Jonathan McClory (2016). The Soft Power 30 A Global Ranking of Power, The Soft Power 30 Report Portland.
  • Joseph Nye. (1990). Soft Power, Foreign Policy, No. 80, Twentieth Anniversary (Autumn, 1990) pp. 153-171.
  • Nye, J (2004). “Soft Power: The Means to Success in World Politics.” Foreign Affairs. N.p., 01 May 2004. Web.
  • Nye, J. (2015). On “The American Century” And The Future of Smart Power An Interview With Joseph Nye, Issue 14, Summer 2015, 9-11
  • Pallaver, M. ( 2011). Power and Its Forms: Hard, Soft, Smart, Basılmış Doktara tezi, Department of International Relaitons of the London School of Economics for the geree of Master of Philosophy. London,
  • Sonenshine, T. D. (2015). Is ‘Smart Power’ Smart and Does It Work, Public Diplomacy, Issue 14, Summer 2015, pp. 16-20.
  • Vuving, A. (2009). How Soft Power Works, Amerikan Political Science Association Annual Meeting, Toronto, September 2, 2009.
  • Vuving, A.L (2009). How Soft Power Works, American Political Science Association Annual Meeting, Toronto, September 2, 2009.
  • Wagner, J. P. (2014). The Effectiveness of Soft Power and Hard Power in Comtemporary International Relations, E-International Relationas Student, http://www.e-ir.info/2014/05/14/the-effectiveness-of-soft-hard-power-in-contemporary-international-relations/
  • Wilson, E.J. (2008). Hard Power, Soft Power, Smart Power, The Annals of the American Academy of Political and Social Science, 2008; 616; pp.110-124
  • Windsor, B. (2000) Hard Power, Soft Power Recconsidered, Canadian Military Journal Autumn
There are 20 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Review
Authors

Abdulsamet Günek

Publication Date June 30, 2018
Submission Date March 12, 2018
Acceptance Date May 15, 2018
Published in Issue Year 2018 Volume: 4 Issue: 1

Cite

APA Günek, A. (2018). A New Type of Soft Power: Country Branding. Uluslararası Kültürel Ve Sosyal Araştırmalar Dergisi, 4(1), 252-259.

 International Journal of Cultural and Social Studies