When soft power success and “attractiveness” cannot be sustained

Louw, P. Eric (2016). When soft power success and “attractiveness” cannot be sustained. In Naren Chitty, Li Ji, Gary Rawnsley and Craig Hayden (Ed.), The Routledge handbook of soft power (pp. 305-314) London, United Kingdom: Routledge. doi:10.4324/9781315671185.ch24


Author Louw, P. Eric
Title of chapter When soft power success and “attractiveness” cannot be sustained
Title of book The Routledge handbook of soft power
Place of Publication London, United Kingdom
Publisher Routledge
Publication Year 2016
Sub-type Research book chapter (original research)
DOI 10.4324/9781315671185.ch24
ISBN 9781138945814
9781315671185
9781317369370
Editor Naren Chitty
Li Ji
Gary Rawnsley
Craig Hayden
Chapter number 24
Start page 305
End page 314
Total pages 10
Total chapters 38
Collection year 2017
Language eng
Abstract/Summary Soft power and public diplomacy are about the building of attractiveness. And the building of national attractiveness has become a growth industry, with many governments now even employing nation brand consultants to tell them how to make themselves more attractive to investors, journalists or tourists (see Jansen 2008; Volcic and Andrejevic 2011). Effectively these nation branding consultants are in the business of building soft power, functioning as outsourced public diplomacy. Their work has much to tell us about what underpins the building, maintenance and loss of attractiveness.
Keyword Soft power
Q-Index Code B1
Q-Index Status Provisional Code
Institutional Status Non-UQ

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Created: Fri, 24 Mar 2017, 13:28:34 EST by Associate Professor Eric Louw on behalf of School of Communication and Arts