Ministers see urgency of west’s declining influence, but funding for institutions such as BBC World Service is tight
Ministers accused of being ‘asleep at the wheel’ over UK’s soft power around the world
The US is retreating from international cooperation, cutting support for free media abroad and reducing financial aid. Russia and China are spending up to £8bn on their global media activities to boost their influence. Amid these global tensions, the UK government recognises the dangers of a western retreat – but is struggling to fund a response.
With such huge shifts in world politics, it is no wonder that some politicians fear the west is losing the “soft power” battle – a phrase coined by the academic Joseph Nye in the 1980s to describe the ability to influence other nations through attraction and persuasion rather than coercion.
While it may seem a frustratingly abstract concept, recent world events suggest its use has very real consequences. China was viewed favourably by 29% of people studied across 18 countries in 2021. After huge soft power efforts, the figure has now increased to 40%, according to a study by the BBC and Tapestry Research.
