Who Holds the Power in Soft Power?

This article explores the concepts of “soft power” and “cultural diplomacy” from both a theoretical perspective as well as thinking about how they manifest in practice. Britain is used as a case study to demonstrate how these terms have shifted in line with the advancement of neoliberal politics. Any belief in intercultural cooperation has been usurped by the notion of global competition, wholeheartedly embraced by market-oriented Western nations. As soft power relies on the resources of the State, its corporations, industries and institutions, wealthy nations will always have the monopoly. This article argues that at a time when power is shifting to the East and the Global South, culture remains one of the last enduring weapons through which traditionally powerful states attempt to resist or slow down the changing world order. Soft power becomes a means by which the existing hegemony is reimagined, repackaged, and reaffirmed.