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InvestinginMinistriesofForeignAffairs:BuildingDiplomaticCapacitytoIncreaseSoftPower
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Ontheonehand,McClory’s4SoftPower30’indexoffersacomparativestudy
between30countries.25Itincludessixdimensionstomeasuresoftpower:education,
culture,enterprise,digital,engagement,andgovernment.26TheSoftPower30index
isausefultooltocomparetheopennessandinternationalengagementofdifferent
countries.Themainproblemweidentifywiththisindexisthatitconsidersalimited
numberofpoliticalvalues,cultures,andpoliciestobecrucialforthesoftpowerofstates.
Byequatingsoftpowertoliberty,respectofhumanrights,democracy,equalityand
commitmentwithclimatechangeorglobaldevelopment,theindexignoresthatsoft
resourcesthatmightgiveacountrysoftpowerinonedimensioncanalsobeuseless
orevenadisadvantageousinotherareas.Thus,thisindexfallsinthevehiclefallacy
explainedabove.Forexample,therecentwaveofanti-liberalismintheworld(i.e.
Austria,Brazil,Hungary,Poland,andeventheTrumpadministrationintheUnited
States)questionsindependentinstitutions’usefulnesstopromoteglobalgovernance.
Also,anti-liberalismquestionstheideaoflegitimatepublicdisagreement.
27
Thus,
theSoftPower30indexisskewedtowardscertainliberalvaluesandideaswhich,
insomecases,mightnotberelevanttoexplainacountry’ssoftpower.
Ontheotherhand,Ernst&Young4Rapid-growthmarketssoftpowerindex’
28
employsasimilarmeasurementtotheSoftPower30index.Thisindexisintegrated
by13variables:CO2emissions,freedomindex,mostadmiredcompanies,Olympics,
TIME100mostinfluentialpeople,universityrank,tourismarrivals,languageenrol-
ments,voterturnout,mediaexports,Englishfluency,ruleoflaw,andimmigration.29
Ernst&Young’scomparativestudybringsrelevantinformationabouthowemerging
marketsareperceivedbypotentialglobalinvestors.Nevertheless,wefindtwomain
problemsinusingthisindexforourstudyofsoftpower.First,Ernst&Youngindex
isacombinationofobjectiveandperception-baseddata.Whileweconsidertourism
arrivalsandmediaexportstobeobjectiveandunbiased,ruleoflawandfreedom
areliberal-biasedindicatorssuchastheonesdiscussedintheSoftPower30index.
25
McClory,op.cit.
26
1.Education:qualityofsuperioreducation,abilitytoattractforeignstudentsandcontributionsto
academicresearchpublishing;2.Enterprise:attractivenessofacountries’businessmodel,capacitytoinnovate,
andregulatoryframe;3.Engagement:diplomaticnetworkreachofacountryandcommitmenttoclimate
changeanddevelopment;4.Culture:globalreachofcountries’culture;5.Government:politicalvalueslike
freedom,humanrights,democracyandequality;and,6.Digital:digitalandcommunicationsinfrastructure.
27
N.Schenkkan,4NationsinTransit2018:ConfrontingIlliberalism’,FreedomHouse,2018,https://
freedomhouse.org/report/nations-transit/nations-transit-2018,(accessedon20May2018).
28
ErnstandYoung,op.cit.
29
1.CO2emissions:CO2millionmetrictons;2.Freedomindex:0-14scaleonhumanrightsindicator
(FreedomHouse);3.Mostadmiredcompanies:accumulatedscoreofrankedcompanies;4.Olympics:medals
won;5.TIME100mostinfluentialpeople:numberofcitizensranked;6.Universityrank:accumulatedscore
ofrankedschools(TimesHigherEducation);7.Tourismarrivals:arrivalsoftourists(thousands);8.Language
enrollments:studentsenrolledforasecondlanguage;9.Voterturnout:%ofvotingagepopulationthatvoted;
10.Mediaexports:royaltiesandfeespaidforexportedmediagoods;11.Englishfluency:populationthat
speaksEnglish(firstandsecondlanguage);12.Ruleoflaw:-2to2indexscale(WorldBank);and,13.
Immigration:numberofinternationalmigrantsatmid-year.
