(Published in the magazine "Contemporary International Relations" (in English), Vol.19 No.6, November-December 2009; magazine "Xiandai Guoji Guanxi" (Contemporary International Relations) (in Chinese), August 8, 2009)
The «soft power» concept was initially defined on scientific and theoretical levels by the American political scientist, Harvard University professor Joseph Nye on the base of the United States foreign policy to maintain its positive image in the world and to promote the best features of American culture and its social achievements. The concept has demonstrated its effectiveness in theoretical and practical terms that initiated broad discussions around this topic, and also gave impetus to the natural process of transformation of original, a classic to this moment understanding of «soft power».
Today the strategy of «soft power» is increasingly being implemented not only in foreign but also internal policy. In the present world there are not only countries with global geopolitical interests, but also states seeking to resolve issues at local level, primarily at the level of domestic national space. For many states, especially those recently embarked on the path of independent development, it is necessary to create a consolidated society, fully realizing its national interests, cultural, historical and mental commonality. Such consolidated society is a fundamental platform relying on which it is possible to deal with further tasks of economic, intellectual and cultural development. The strategy of «soft power» in this context should create consolidating idea, a kind of axial factor of development.
An indicator of the popularity and recognition of viability of the «soft power» theory is its use in commercial management. Apologists of application of this theory in business increasingly often suggest that management should be built not only on traditional idea about it as from a position of «hard power», but also on the basis of «soft power» strategy. It will allow in present information world to make company’s politics more flexible and attractive to partners and customers.
Thus it becomes apparent that the «soft power», originally being practical and theoretical concept in the space of geopolitics, over the years is under increasing transformation on spreading to other areas and disciplines. It is appropriate mention here an analogy with psychology, which, being born as a science about cognition of a psyche in terms of medicine, over the years has become applicable in other fields of human being.
The rapid development and implementation of «soft power» strategy now more than ever before is topical for the states belonging to different civilization spaces. Despite the fact that the world as a result of globalization has become, saying relatively, «smaller» and peoples and cultures have become much closer in contacts, but there are still very big gaps in full understanding of cultural, historical and mental peculiarities of interacting civilizations. First of all it is related to situation in the relationship between the holders of the West (USA-Europe) and Asian (Confucian, Hindu and Muslim world) cultural and religious ideas of civilization.
What caused such actuality? First, the need to strengthen global security and peaceful coexistence of nations belonging to different civilizations. Of course it could be possible to rely on natural process of mutual grinding of cultures and civilizations, and to say that time would settle everything. But this way at present conditions is hardly acceptable because of very accrual process of strengthening supporters of the trend of «clash of civilizations».
Supporters of this trend emphasize the insuperable differences between civilizations. They deliberately over-stress the contradictions for further use them in their political and ideological purposes. Followers of this trend are various extremist forces that through incitement, for example of religious and nationalistic sentiments aspire to obtain a chance to expand zones of their influence and realize in practice the idea of «clash of civilizations».
In the progressive international intellectual environment the strong enough consensus about the outgoing danger has been already formed. Western and Eastern intellectuals point out the necessity to oppose as soon as possible radically different vision of interrelations among civilizations to establish more harmonious world. Supporters of this direction recognize the differences among civilizations, but the main emphasis is putting on finding common, bringing together positions, for example, the humanistic principles of religious and philosophical concepts of states and peoples. They believe that it is necessary through the mass-media, events and personal contacts to elucidate more widely and deeply achievements of a civilization and to find a common basis to minimize the possibility of manipulating consciousness by followers of the trend of «clash of civilizations».
The states should play a great role here by developing and implementing their own strategies of «soft power». The strategies could be formed in a way not only representing their cultural and historical heritage but also demonstrating its integration into the global cultural, intellectual and humanistic process. Traditionally the states of Western civilization that speak of universal nature of, for instance, humanism play first fiddle in this process. But as in any case, to maintain stability the process, must include all necessary components, and in this regard counter efforts from the representatives of other civilizations are required.
Of course, we should recognize that the strategy of «soft power» is often designed to achieve certain geopolitical outcomes. We should be realistic, the geopolitics have not been repealed. However, it is necessary to maintain a measure. «Soft power» should be applied in a manner to avoid open opposition of values and divide by «insiders and outsiders». Otherwise it would only give additional points to supporters of extremist and nationalist ideologies. In implementing the «soft power» in the geopolitical and geo-economic context the state must compete primarily in efforts to create a positive image in the international arena through the use of mechanisms of cultural, humanitarian and economic plan, rather than going the path of confrontation.
In this context the experience of China, which is one of the first centers of Asian civilization using the «soft power» on a global scale is very remarkable.
China is widely known throughout the world as «global factory» determining to a considerable extent the current world financial-economic and political landscape. However, in terms of cultural and ideological appeal the image of China is losing to the United States. The «soft power» strategy developed by Beijing is designed to address this disbalancement.
China has officially announced the start of implementation of this strategy in 2007 in speech of Chinese Communist party leader Hu Jintao addressing to the XVII Congress of the party. He stated a necessity to increase the significance of «soft power» in the country’s foreign political and economic strategy.
The analysis of Beijing’s «soft power» policy demonstrates that it considers basic mechanisms of classical concept of forming favorable image of the country in the world. Here the «classical concept» means the concept which is implemented by countries with the goals of global geopolitical character and sufficient resources for it.
Among the mechanisms it could be noted, firstly, conducting various activities in cultural sphere with full presenting positive features of Chinese culture along with an emphasis on the achievement (economic) of China over recent years; secondly, establishing cooperation in providing assistance in economic and social sphere, health, education, provision of humanitarian help; and thirdly, conducting balanced policy on the world arena which allows to play significant role in preventing deterioration of international situation and strengthening global political and economic stability.
Actions of cultural character based on rich cultural and historical tradition of Chinese civilization play special role in China’s «soft power» policy. Successful experience of the USA has demonstrated that the adequate cultural policy can help in providing positive image of a state within the framework of other civilization landscape. This fact explains a large increase in the number of cultural projects of China abroad. Chinese cultural events are directed to make a universal effect on global audience, which includes as the audience of key world West project as the audience of Asian, African, Hispanic and Muslim civilization spaces.
The Olympic Games - 2008 in Beijing had similar universal nature of influence. Their scope has demonstrated the fact of China's spectacular economic growth over past decade, which brought this country to the line of world leaders and provided the possibility to create a powerful industrial and financial base. Owing to it Beijing has devoted to this powerful action a record amount of $42 billion. This figure itself has strongly effected on the formation of positive image of China.
The strength of the financial aspect was powered by detailed program of the event. Everyone marked highly professional director and organizational work, which performed great ideological and cultural assignment. During the opening and closing ceremonies of the Olympics, as well as in sporting events the mentality and culture of China, its historical background, through the prism of modern country has been stressed. The unobtrusive influence points out that presentation strategy was finely calibrated, and, most likely, supported in its development by big team of psychologists and culturologists specializing in individual and mass perception including consideration of mental-ethnic factors. The «Fendi» fashion show at the Great Wall of China is a very bright example of the synthesis of Chinese and Western cultural stratums in the strategy of presentation.
In the framework of cultural actions China offers to the world its own understanding of development of separate individual, society on the whole, as well as interstate and interpersonal relationships. If the American concept of «soft power» offers to the world «American dream» based on the fact of successful in all respects external life of a person, then China offers «the idea of harmony» imbued with the ideas of Daoism, Chan Buddhism and Confucianism, where the main focus is made on achieving inner harmony with external harmony deriving from it.
Сenturies-old dream of humanity about the world harmony with the inclusion into «soft power» policy has acquired the real mechanism of implementation. In 2005 China presented to the United Nations a symbolic gift - a bell known as the Harmony Bell for Peace and declared that the «soft power» is able to meet the foundations of consciousness and values of peoples of different types of consciousness. The idea of «harmonious world» was also declared as a principle of the Beijing Olympics. In particular, during the opening ceremony at the stadium there was posted a hieroglyph “He” – hieroglyph of «harmonious world».
According to analytical studies it strongly effected on the consciousness of the followers of Confucian civilization project. In turn, this has also allowed through the mass-media to bring to the followers of other civilizations the backbone idea of modern Chinese politics based on hoary antiquity.
Meanwhile, China does not intend to be limited to one-stage demonstration of its heritage. With the aim to permanent advancement of Chinese tradition and strategy the project on creating worldwide «Confucius Institute» networks is realized over a period of several years. First «Confucius Institute» was opened in 2004 in Seoul (Republic of Korea). By the end of 2008 there were 249 «Confucius Institutes» in the world and 56 Confucius courses, where more than 120,000 people studied Chinese language, history and culture.
The second component of «soft power» strategy on providing assistance in economic and social sphere, health, education, provision of humanitarian aid is aimed primarily to developing countries. The emphasis on developing countries is laid into the official foreign policy doctrine of China. Particular attention China attaches to Africa and Latin America - rich with natural resources countries and growing consumer markets. It is nonrandom that the main task of China's foreign policy in 2009, according to official sources, is providing national economic interests through the implementation of various economic, social and cultural projects. In particular in accordance with recommendations of Chinese Ministry of Foreign Affairs 30-50% of working time of Chinese diplomatic missions abroad should be allocated to fulfillment of these aspects of Chinese «soft power» model.
The Chinese combination of «soft power» model is based on advancement of connection of «prviding broad assistance in major socially oriented projects» and «receiving concessions for extraction of natural resources and cooperation in production sphere». Assisting in carrying out socially oriented projects Beijing creates unobtrusively positive image among the population and the ruling elite of the country. As was proven by history such image is more stable in mass consciousness.
As an example it could be appropriate to mention the African trip of Chinese leader Hu Jintao last February during which he visited 4 countries – Mali, Senegal, Tanzania and Mauritius. The Chairman of PRC has openly stated that China would not stop providing its support to Africa at the period of world economic and financial crises. During the visit Hu Jintao actively provided Chinese preferential loans alongside with ensuring the governments to invest into social and infrastructure projects. Even Mauritius with its population of 1,3 million people has received a preferential loan of $260 mln. for the development of the airport, $6,5 mln. as a interest-free loan and several millions as a grant. In Mali China promised to build the biggest bridge in the region.
It is noteworthy that economic assistance goes along with strengthening cooperation in such fields as culture, healthcare and tourism - the main areas in the framework of «soft power» model.
This can be clearly seen through the cooperation between China and Nigeria, the biggest exporter of crude oil and liquefied gas in Africa. The government of Nigeria is frequently giving its gratitude for Chinese assistance in fighting against malaria and bird flu, in building railroads, hydro power stations and other infrastructure, stating that Nigeria is eager to accommodate Chinese experience in the country’s social and economic development.
The same pattern can be seen in the cooperation between China and Kenya, a geopolitically important country. Over several years China has been helping this country to build its infrastructure, in development of its culture, education, sports, information technology areas and environment protection. As a result Kenya and China have become strategic allies on discussing and co-ordination of internationally important issues on different levels – from governmental, including UN and other international organizations, to private exchange of views on such issues as state management, economy development and improving life standards of population.
Another recipients of Chinese «soft power» are the countries of Latin America. Here China implements the same strategy especially towards the economic and energy leaders of the region, such as Venezuela and Brazil. China has promised Venezuela investments of $8 bln. to social projects in exchange of signing an oil extraction agreement, establishing a company for oil vessels and oil procession plant construction in China for processing Venezuelan crude oil. In total these two countries have signed more than 300 hundred agreements in different spheres.
As for Brazil an agreement has been signed for the supply to China of 60-100 thsd. barrels of crude oil per day. China has also become the second largest trade partner of Brazil and is on the way to balance this tendency with bilateral cooperation in social and cultural spheres.
This can clearly be seen from the trip of Vice-President of China Xi Jinping to Latin America in February this year. During the visit he repeatedly stressed the unprecedented high level of cooperation between China and Latin America and stated that at present it is necessary to enhance the humanitarian and cultural exchanges between China and Latin America where the main role belongs to Brazil.
Particular attention would be drawn to education, healthcare, sports, tourism, poverty reduction, social protection and environment, as well as greater cooperation between the youth and women's organizations of China and Latin America.
A practical realization of such statements is the efforts of China to increase the provision of humanitarian assistance to the region. For example, China rapidly reacted to the epidemic of «pig flu» in Mexico by urgent humanitarian assistance of $5 million, including assistance in the form of cash ($ 1 million) and material aid ($4 million).
The third component of the concept of «soft power» of China, which concentrates on balanced policy on world arena, has a growing influence in shaping a positive image of the country. The foreign policy is also subordinated to the principle «harmonious world». This principle has been formally inscribed to the politics of the PRC at the 5th Plenum of CPC Central Committee of 16th Convocation in 2005. Looking at the policy of the PRC in recent years, there is no any examples that Beijing supported any actions that would lead to new military conflicts.
The present Chinese policy in the ideological concept of «harmonious world» contains a few provisions. It is proclaimed that China always adheres to the independent and autonomous principles. Proceeding from the fundamental interests of Chinese people, nations of the world and the real events, China formulates its position and policy strategy on all international issues; it is not subject to any external pressure from outside, it does not set any strategic relations with major powers or blocs of countries, it refuses from arms race, it does not carry out military expansion.
China also opposes hegemony and protects peace in the world. China believes that all states - large and small, strong and weak, rich and poor - are equal members of the international community. Resolving a conflict between countries is carried out peacefully; there is no need to resort to weapon and threaten each other by force; it is forbidden to interfere in the internal affairs of other countries. China has never imposed on other countries its social order and ideology, and does not allow other countries to impose their social structure and ideology on China.
On the world stage Beijing while developing cooperation with other countries, would base on Five Principles of Peaceful Coexistence, namely: mutual respect for sovereignty and territorial integrity; mutual non-aggression, non-interference in each other's internal affairs; equality and mutual benefit; peaceful coexistence.
Thus, it is possible to certify today the appearance of new Chinese phenomenon of «soft power» in the world, which aims to reach a level similar to the influence of American and European «soft power». The advantage of Chinese «soft power» is that it, along with the desire to improve China's geopolitical classification, also seeks to establish harmonious, non conflicting relationship with other civilizations that certainly contributes to the strengthening of international stability, security and mutual understanding.
The experience of Western and Chinese projects of «soft power» is very interesting for other civilizations, including the Muslim world, which today needs forming more positive image in the international arena. It can secure their growing economic and political significance.
The strategy of «soft power» to the Muslim world, as it seems, could be based on the presentation of fundamental positive pillars of eastern mentality, culture, historical and scientific achievements. Thus, promoting the level of technological development of its society, Middle Eastern countries could broad their participation in joint projects in the territories of other countries, bringing its touch and know-how into international projects.
The modern world should more widely and deeply discover the Muslim culture, which contains a number of very bright national cultures of the countries of Middle East, Central and South Asia, North Africa. This is especially urgent because of, for example, there is a splash of interest to Islamic poetry in the West today. The clear evidence of this could be the fact that translations of poems of medieval mystic poet Rumi made by the American poet Coleman Barks in its circulation has recently surpassed Shakespeare’s, which is an unprecedented phenomenon in English poetry over the last 300 years.
In addition, there is an increased interest to the Muslim cinema, especially to Iranian. Western experts have openly called it «the main cultural phenomenon» of the end of XX century, and leading Iranian directors such as Abbas Kiarostami, Mohsen Mahmalbafa and Majid Majidi compared with classics of Russian and European literature, as well as with such prominent directors as Michelangelo Antonioni and Andrei Tarkovsky.
Over the past few years, Iranian films have received at various international film festivals more than 30 awards, including «Golden palm» in Cannes. The phenomenon of «Muslim Cinema» and its success in the West is connected with its capability through the prism of Islamic outlook to raise eternal existence philosophical issues about human life and its destination.
Significant contribution to promoting positive image of the Muslim world can be made by Uzbekistan with its rich cultural traditions. The territory of Uzbekistan has historically been a brisk commercial crossroad of Central Asia consolidating cultural, commercial and political contacts between the Muslim East, nomadic world, China, India, Russia and Europe. Region was a territory of broad migrations of different nations and tribes. As a result a very variegated ethnic landscape was established here, that in turn has had a direct influence on formation of complicated cultural environment in the region.
It should be also noted that Uzbekistan is located in the region with fragile geopolitical structure because of its neighborhood with unstable Afghanistan. Considering that Afghanistan is known globally as instability epicenter this image passing through the prism of ideological radicalism, affects on the region as a whole. In this regard it is the cultural dimension that would help to clearly split two notions - Central Asia and Afghanistan.
Improving its global image and promoting its positive cultural and historical achievements is important for Uzbekistan and Central Asia countries for the development of constructive political, economic and cultural dialogue with such countries as China, Russia, United States, Europe and the whole international community. These countries, being the leading partners of the region, are directly involved into development of trade, economic relations and maintenance of regional stability. Hence, a better understanding of peculiarities of Central Asian nations, their mentality and culture, will in the end increase the level of trust between partners, serving as a source for the subsequent process of cooperation.
The formation of civil society and reflection through it the activity of social achievements, as well as carrying out projects in the field of culture, is a unique way to promote the soft power model in so-called traditional societies. It is noteworthy that Uzbekistan is not only aware of the best international practices in this regard, but in some areas implements measures that under the concept of «soft power». And here I would like to highlight as live examples some aspects of the Fund Forum - a public foundation dedicated to the promotion of unique culture, rich historical heritage and diversity of contemporary arts of Uzbekistan, as well as the realization of large number of social projects and supporting the youth movement.
Over the 5 years of its existence the Foundation has successfully implemented a number of activities in cultural, scientific, educational, social and economic spheres both abroad and in Uzbekistan with an active cooperation with foreign partners. The number of beneficiaries of the Foundation 4 NGOs under its patronage in Uzbekistan during these years has accounted 3.4 million people.
Among the most significant projects are the projects including exhibitions of traditional and contemporary arts of Uzbekistan, festivals and contests of folklore, scientific conferences, symposia and business round-tables. These activities are being conducted besides Uzbekistan in Moscow, Paris, Tokyo, Beijing, Cairo, Geneva, Arlon and Brussels. In order to improve its activity and shape it in a fundamental nature the representative offices of Fund Forum have been established in Russia, Japan, China, France, Switzerland and Austria, as well as agreement on the adoption of the Foundation as official partners of UNESCO.
The Foundation now works on opening its representative office in Egypt. In addition the Foundation has established cultural ties with partners in the UK, Spain, Belgium, Bulgaria, Egypt, Luxembourg and other countries. As a result several Memorandums of understanding have been signed with such prominent organizations as British Council, Goethe-Institute, Soon Ching Ling Foundation, Austrian Association of Retirees and others.
Fund Forum is paying big attention to disclosure of rich historical heritage of Uzbekistan. Thus, the Foundation carries out many research work in the field of Islamic cultural & historic heritage. Just recently the Foundation has presented very interesting book on unique manuscripts and different schools of Islamic writings. The other project on decrypting the ancient writings on Registan in Samarkand and other historic buildings in other cities like Bukhara was started out. Publishing and presenting such works globally could be one of extremely interesting projects to perform and to exercise «soft power».
Fund Forum activity has a serious focus on such areas as charity, education, including inclusive education, social protection, and support for young people, women and family values. Thus, only through the «Pedagogical Grants Program» since 2006 more than 1 thousand teachers from all over the country participated the program, 100 of which became winners and received large grants.
Many of the Foundation’s projects have been recognized countrywide and now are being performed at national level, among them are the Festival of Traditional Culture «Asrlar sadosi» (Echo of Centuries) which is held in the open air, a Week of Design and Fashion «Style.uz», Children Creativity Festival «Yangi Avlod» (New Generation), Youth Contest «Kelajak ovozi» (Voice of the Future), Festival of Traditional and Contemporary Art «Navkiron Uzbekiston» (Young Uzbekistan) and others. On the basis of such major projects there have been opened new institutes and centers. The Foundation centers are open for youth initiatives across the country, free children's art centers in Tashkent and the regions, Children's sports complex, National Art Center, Gallery of Contemporary Art «Asia» in Tashkent, Association of antiques of Uzbekistan «MEROS» (Heritage), the Association of Artists, an art critic and popular artists «Izhod».
The Strategy of Fund Forum is in line with the general strategy on formation of positive image of Uzbekistan at international arena. Application of cultural paradigm of the soft power model is important for Uzbekistan from several points of view.
First of all, it is the necessity of somehow soften the stereotype of “excessive confinement” or “impermeability” of oriental societies. This can be done largely through increased coverage of cultural basis and all-round potential of a single eastern society in the framework of various activities with the participation of representatives of the world community, representing other civilization and cultural centers.
Holding Olympic Games in China is a good example of such endeavor. Uzbekistan also follows the similar way. An example in this regard could be the annually organized Week of Design and Fashion “Style.uz” which is well-known to international audience and also the National Festival of Traditional Culture “Asrlar Sadosi” (Echo of Centuries).
Cultural strategy allows to somehow neutralize the negative aspect emanated from the entrenching idea related to “clash of civilizations” concept.
In contemporary public opinion the concept of “clash of civilizations” is considered as presence of insurmountable barriers among civilizations. However, civilizations did not develop in isolation, but historically had a mutual influence. These aspects are specifically highlighted in Uzbekistan’s «soft power» strategy, which apart from advancing the national interests also considers promoting regional interests and interests of Islamic civilization.
Soft power strategy also touches upon the issues of economic nature. Uzbekistan, and Central Asia as a whole, is rich in hydrocarbon and mineral resources region. All countries of the region carry out wide scale reforms aimed at creation of industrial and financial center in Inner Eurasia. In this context the cultural component of «soft power» should become a supplementary part of creating a favorable investment climate strategy and attraction of foreign investors. Referring to the experience of China the cultural image-making component is closely connected with economic development.
And finally, the humanitarian aspect of the issue which touches upon mostly young generation is also important component. In today’s world of ongoing struggle for the hearts and minds of young people and in this context it is important not to allow strengthening radical forces.
In the country like Uzbekistan with high growth of population as in all Eastern countries the important part of the society is young population or youth. With population, for example in our country over 27 mln. people, 40% belong to the age of 20 that is common for almost all countries of Middle East.
Uzbekistan traditionally attaches high attention to upbringing young generation in the sense of their awareness of customs and traditions of Uzbek people, key provisions of Islam. It enabled to create a special ethic and moral environment with mutual respect to each other, greater respect to elderly people and mothers which represent basis of stability of the society and continuity of generations.
At the same time it does not mean that present Uzbek society is closed for the developments of modern world. On the contrary, Uzbek society is defined with its high level of literacy and a large number of scientific achievements. The literacy rate in the country is 99.3 % and the share of citizens with secondary, special, professional and higher education is more than 75 %.
Combination of strong traditional basis and openness of Uzbek society with its high level of literacy is the key component of ensuring the balance between preserving the heritage of previous generations and the process of learning new tendencies especially by young generation of Uzbekistan. In many countries of the world the part of youth is under the process of detaching from traditions and breaking its origins. It makes it quite vulnerable to various ideological doctrines including radical extremist ones. Uzbekistan is trying to avoid the gap between older and younger generations, to preserve the continuity of traditions, which serve as a platform of further forward development of global process of intellectual, scientific, technological and cultural progress.
The strategy of «soft power» without doubt is already the same crucial component of global political, economic and cultural development, as «hard power» was in the past era. The «soft power» is the future and therefore those countries wishing to fully enter the global processes need, of course, to make more emphasis on the development of national concepts based on the principles of «soft power». This would not only to reduce the overall conflict potential in the world, but also largely to determine the progress in the development of a country, reaching which is impossible without full integration into the global processes.
Application of “soft power” strategy on Asian civilization spaces
