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Mary Kenny

Arise, Meghan... the real queen of soft power today

Mary Kenny



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Global-reach: The Duchess of Sussex’s star status has risen in a few short years

Global-reach: The Duchess of Sussex’s star status has risen in a few short years

Global-reach: The Duchess of Sussex’s star status has risen in a few short years

In this century, "soft power" is often said to have replaced "hard power": that is, the power of enormous influence over the lives of millions has replaced tanks and guns. For example, Sweden's power no longer lies with its military policies, which once commanded so much of northern Europe: Swedish power is now invested in Ikea, Volvo and Spotify.

Poland enjoyed some prestige from producing a Polish Pope, but its soft power today reposes in the fact that it is the world's fourth-largest exporter of video games, after China, Japan and Hong Kong. The Polish CD Projekt Red is the industry's leader.

Communism is no longer fashionable, so the power of China's Communist regime is seldom admired, but it reaches a lot of soft power through the two billion users who download personalised videos via the Chinese-owned TikTok.


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