Last week in this column in Jambo Aftica Online I situated cultural and sporting programmes – such as the South African Music Awards – within the framework of a country’s soft power arsenals. In the realm of international relations, soft power is a concept that has gained increasing significance over the years. Coined by political scientist Joseph Nye, soft power refers to a nation’s ability to influence others through non-coercive means, such as culture, diplomacy, education, and more. In an era where the world is not only interconnected but also deeply affected by global perceptions and narratives, the importance of soft power cannot be overstated. In the 2023 Soft Power Index, undertaken by the UK-based Brand Finance, African countries displayed a mixed performance, with some experiencing setbacks and others making remarkable strides.
While soft power is not an absolute measure, the Soft Power Index offers valuable insights into how nations are perceived globally. Unfortunately, the 2023 results have not been overwhelmingly favourable for many African nations. Several countries failed to maintain or improve their positions from the previous year, and only two countries, Egypt and South Africa, managed to retain their positions within the top 50 – despite a regrettable sharp decline. Egypt was ranked 38th, a decline from 31st place the previous year, while South Africa slipped from 34th to 40th. Notably, Morocco dropped out of the top 50 altogether, plummeting to 55th place from its 46th position last year.
Of the 12 African nations within the top 100, some witnessed regression. Seychelles managed to improve its ranking, jumping from 90th to 74th place, illustrating that positive developments are attainable. However, Tunisia, Rwanda, and Ghana all experienced declines, slipping to 83rd, 85th, and 92nd places, respectively. The most dramatic drop was recorded by Nigeria, which tumbled to 93rd place from its 69th position the previous year. On the other hand, Sudan made significant progress, moving up to 95th place from 119th. Botswana also entered the top 100 at 95th, an improvement from 109th last year. Similarly, Tanzania climbed to 98th place from 101st, while Kenya, despite a slight drop, still managed to secure a place within the top 100.
The diversity of these results suggests that there is no one-size-fits-all approach to enhancing soft power, but certain common strategies can be adopted. First and foremost, investing in education and cultural diplomacy is paramount. These endeavours can bolster a country’s appeal and influence globally, showcasing its unique heritage, traditions, and values. Furthermore, fostering a positive image and an attractive national narrative through international media and public relations campaigns is crucial. African countries should showcase their achievements and contributions to regional and global issues, addressing misconceptions and stereotypes.
Promoting economic stability and development is another key factor. A prosperous and stable nation is more likely to be seen as a reliable partner and an attractive destination for investment. Moreover, actively participating in international forums, treaties, and organisations can boost a country’s diplomatic influence. A coordinated approach to regional and international challenges can elevate a nation’s standing.
Lastly, strengthening intra-African ties and cooperation is pivotal. Regional integration, cultural exchanges, and collaborative projects can help foster unity and a sense of identity within the continent, which can, in turn, enhance its global influence.
In conclusion, the 2023 Soft Power Index presents a nuanced perspective on how African nations are perceived and how they can strengthen their influence on the world stage. While some have made remarkable strides, others face significant challenges. By investing in education, culture, diplomacy, and economic development, African countries can work towards enhancing their soft power and securing a more prominent place in the global arena. It is through these concerted efforts that Africa can realise its full potential and become a true soft power powerhouse.
Enjoy your weekend.
Saul Molobi (FCIM)
Group Chairman and Chief Executive Officer
Brandhill Africa™
Tel: +27 11 483 1019
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eMail: saul.molobi@brandhillafrica.com
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