Invest in Soft Power

Third of the Serenity Series

Joseph Nye coined the term in his 1990’s book,  “Soft Power: The Means to Success in World Politics”. The Oxford English Dictionary definition: “a way of dealing with other countries that involves using economic and cultural influence to persuade them to do things, rather than military power or economic sanction”.  Canada needs to invest in “Soft Power”!

“The real key is not how many enemy do I kill. The real key is how many allies do I grow.” 

―Joseph S. Nye Jr., Soft Power: The Means to Success in World Politics

The Indexes 

Various global organizations compile soft power indexes. Portland Communications’ Soft Power 30 of 2015 gives a comprehensive overview of many of the elements used to determine rating and ranking. Some category ratings can be tied to statistics but much is subjective.  

Monocle Magazine publishes a bi-annual index. Its latest report for 2023/2024 was published in December 2023. Monocle uses particularly subjective input but its framework reflects the core elements used to calculate all of the similar indices.

Five Core Elements:

1. Culture: arts, music, film, cuisine, and overall cultural appeal. 
2. Diplomacy: a country’s diplomatic efforts, role in international organizations, commitment to peace, international cooperation,  and its ability to address global challenges. 
3. Education: educational systems, reputaion for academic excellence, and ability to attract international students and scholars.
4. Business/Innovation: economic strength, capacity for innovation, and its ability to attract foreign investment and create global brands.
5. Government: – the quality of a country’s commitment to governance,  transparency, the rule of law, and its ability to address global challenges. 

But Where to Invest in Soft Power?

I have some suggestions:

Culture

I know that there is no unanimity around supporting a national broadcaster. Is that because CBC is now a shadow of its former self and a confused mandate? The CBC was one of the most-respected international news services and developed Lyse Doucet, Joe Schlesinger, Peter Kent, Keith Morrison, Patrick Brown, Don Murray and many more. Covering the world with impartiality is an expensive undertaking but CBC in collaboration with Australia, New Zealand,  the BBC, and France’s public broadcasters could form a potential juggernaut for “legitimate” news around the world. Like it or not, Al Jazeera has boosted tiny Doha’s global soft power.  

You  cannot deny Cirque du Soleil’s international renown. Does the world know that it is based in Montreal? Yannick Nézet-Seguin, a Canadian, is the music director of the Orchestre Métropolitain (Montréal), the Metropolitan Opera (New York City), and the Philadelphia Orchestra. The Montréal International Jazz Festival is the largest in the world. I know that this is Montréal centric – apologies. And I didn’t even mention Celine Dion or Leonard Cohen. We need to support music, film, ballet companies, musicians, actors, festivals, and athletes. And, promote the same as Canadian. Money invested in the arts multiplies that investment in economic impact. It acts as a catalyst for further economic activity and provides multiple benefits for society.   

Language Advantage

Canada has two official languages. Seen by some as a weakness, this should be promoted as a strength. If every Canadian could speak two languages, every Canadian would be 1.5 languages up on the current president of the United States. Knowledge of two languages opens up a broader world.  Switzerland owes much of its disproportionate global influence to having three official international languages plus the very regional Romansh. 

Education

Invest in and set lofty goals for our Universities. Let’s aim to have five or more in the top twenty-five universities in the world. Only two make the cut today while the US has fifteen of the top-25 schools. However, the denial of science and attempts to limit academic freedoms, whether real or perceived, has caused many of their best scholars  to apply for relocation to institutions around the world. According to a March 2025 poll 75% of US scientists who responded are considering emigration. Unlikely, impossible, or ridiculous question: Could Ivy League schools establish Canadian campuses?

Diplomacy

It is somewhat ironic to now see the Conservative Party promoting greater internationalism in diplomatic and trade relationships. This was Brian Mulroney’s and  Jean Chretien’s approach which saw Canada rise to a position of global leadership. The subsequent Conservative government turned away from their thesis of expansive global leadership and prioritized strengthening bilateral relations—especially with the United States.  The focus – energy exports and North-South connections. The subsequent Liberal government did nothing to reverse course. Canada needs to re-invest in its global relationships and maintain its foreign aid programs. These are investments investments in peace and prosperity.

Conclusion

I could talk about investment in research and development, simplifying regulatory frameworks, and rebuilding our diplomatic presence and focus – maybe another day. Soft power opens doors internationally and keeps the door open. It is one of the elements that ensures the moral support of other nations when times re tough.

Invest in Soft Power!