19 ON THE SOFT POWER OF VALUES The ‘Scotland is Now’ campaign
Introduction
Soft power is based on attraction, which requires us to go beyond what is quantifiable. To understand attraction, we need to understand what people find important. This brings us to ideas of value. Of course, value is something which often is quantified, usually by means of a token of value such as money. But this is just one (capitalist) system of value. Others, for example the values we usually associate with morals, are more difficult to quantify. When considering different systems of value, we quickly find a vast number of different understandings of what is valuable amongst diverse cultures globally. ...
Get The Routledge Handbook of Soft Power, 2nd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
