In this episode of Our World, Connected, we explore the concept of soft power—what it is, how it differs from hard power, and why it’s crucial in today’s interconnected yet fractured world. From the staggering reach of K-pop to the global legacy of the Olympics, soft power shapes perceptions, builds trust, and strengthens both high level international relationships, as well as everyday community interactions.

Joining host Christine Wilson is Professor J.P. Singh, Distinguished University Professor at George Mason University and an expert in international diplomacy, trade, and cultural influence. Together, they unpack the mechanics of soft power, the ways nations wield it, and its evolving role in geopolitics: focusing on values of attraction and reciprocity, rather than coercion and dominance.

We also hear from Bill Morris, international event specialist and former director of culture, education, and ceremonies for the 2012 London Olympics, who shares firsthand insights on how large-scale events serve as catalysts for national identity, social cohesion, and cross-cultural dialogue.

With growing global tensions, rising nationalism, and the rapid evolution of digital communication, soft power is more relevant than ever. It holds the space for finding commonalities across geo-political borders, whilst at the same time celebrating our cultural and artistic diversity. What does the future hold for soft power in an era of AI, misinformation, and shifting alliances? And how can the UK’s new Soft Power Council harness culture, creativity, and diplomacy for national and global benefit?

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