Despite India still coming to terms with the use of soft power tools, the chapter tries to bring into focus India’s relationship with soft power usage.
Mitrajit Biswas, O.P. Jindal Global University, Sonipat, Haryana, India.
The idea of this chapter is to bring forward the dynamics of the use of nation brand and its importance for public diplomacy. India now in the midst of the 21st century in a multilateral world has a lot of power equations at play. However, the aspect of soft power is a very important construct to look into the power aspects. Now the word “soft power” may be misleading; however, the chapter goes into understanding the strength and the far reach of soft power.
The diplomacy aspect, which is about outreach, comes from the national power and how it is projected. All of this comes down to soft power, which is beyond economic and military aspects. The projection of power with the media, cultural as well as other non-conventional methods, and how they are an increasingly important tool in the context of nation branding is the focus of this chapter.
Across the globe, India as a nation has a wide-reaching positive outlook on the aspects of soft power as well as its use for nation branding. Despite India still coming to terms with the use of soft power tools, the chapter tries to bring into focus India’s relationship with soft power usage.
Published in: Geo-economic Perspectives in the Global Environment
To read the full book chapter, please click here.