20.08.2009 / read 387 times

Today the strategy of «soft power» is increasingly seeking to apply not only to foreign but also internal policy, because in today's world there are not only states, which have global geopolitical interests, but also countries seeking to resolve any issues at local level, primarily at the level of domestic national space. Many states, especially recently embarked on the path of independent development, it is necessary to create a consolidated society, aware of its national interests, cultural and historical and mental commonalities. Such consolidated society is a fundamental platform upon which you can tackle more challenges on the 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 the viability of the theory of «soft power» is its use in the commercial management. Apologists of the application of this theory in a business increasingly suggests that management should be built not only on the basis of traditional ideas about it from a position of «hard power», but also on the basis of the «soft power» strategy. It will allow in this information world to make company’s politics much more flexible and attractive to partners and customers.

Thus, it becomes apparent that the «soft power», while the original practical and theoretical concept in the space of geopolitics, over the years is beginning to suffer the increasing transformation penetrating into other areas and disciplines. You can draw an analogy with psychology, which, born as a science about knowledge of the psyche in terms of medicine, over the years has become applicable in other fields of human activity.

The rapid development and implementation of «soft power» strategies now more than ever relevant to the states belonging to different civilization. Despite the fact that the world as a result of globalization has been, let us say, «smaller» and the peoples and cultures have become much closer contact, but the full understanding of cultural & historical and mental characteristics of the contacting civilizations are still very large gaps. This is especially the 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 relevance? First, the need to strengthen global security and peaceful coexistence of nations belonging to different civilizations. One could, of course, rely on the natural process of mutual bedding cultures and civilizations, and to say that time settles everything. But this way in the modern world is hardly acceptable, and all because of very rapid process of gaining supporters trend «clash of civilizations».

Supporters of this trend emphasizes the irreconcilable differences between civilizations. Deliberately puff out the contradictions for further use them in their political and ideological purposes. Advocates of this trend are various extremist forces that seek, through incitement, for example of religious and nationalist sentiments have a chance to expand their zones of influence and realize on practice the idea of «clash of civilizations».

In the progressive international intellectual environment the strong consensus about the outgoing danger has been formed. Western and Eastern intellectuals suggest to oppose as soon as possible radically different vision of the interrelations among civilizations to establish a more harmonious world. Advocates of this trend recognize the differences among civilizations, but the emphasis is on finding common near positions, for example, the humanistic principles of the religious and philosophical concepts of states and peoples. They believe that it is necessary through the media, events and personal contacts to cover more widely and deeply the achievements of a civilization and to find a common basis to minimize the possibility of manipulating the consciousness by the trend of the «clash of civilizations».

A great role here should play the state by developing and implementing their own strategies for «soft power». Strategies could be constructed in such a way that not only represent their cultural and historical heritage, but also demonstrate its integration into the global cultural, intellectual and humanistic process. Traditionally, the tone in this process set up by states of Western civilization, which speak of the universal nature of, for instance, humanism. But as in any case, the process to be sustainable, must include all necessary components, and in this regard is required to counter efforts from the representatives of other civilizations.

Of course, you should recognize that the strategy of «soft power» is often designed to achieve certain geopolitical outcomes. Be realistic, geopolitics have not repealed. However, it is necessary to measure compliance. «Soft power» should be applied in a manner that in no case to lead to the open opposition of values divided by the «friends and the aliens». Such a view would only give water to the mill of supporters of extremist and nationalist ideologies. In implementing the «soft power» in the geopolitical and geo-economic context, the state must compete primarily in an effort to create a positive image in the international arena through the use of cultural, humanitarian, economic plan, rather than follow the path of confrontation.

In this case, a very remarkable experience in China, which is one of the first centers of Asian civilization, using the «soft power» on a global scale.

China «soft power»

China is widely known throughout the world as «global factory», determines to a large extent the current world financial-economic and political landscape. However, in terms of cultural and ideological appeal of the image of China has lost the same United States. The «soft power» strategy developed by Beijing is designed to address this imbalance.

China’s statement on the implementation of the strategy was officially done in 2007. During the session at the XVII Congress of the Communist Party of China, the Chinese party leader Hu Jintao stated that there was a need to increase the significance of the soft power model in the country’s external and foreign economic policy.

As shown by the analysis carried out by Beijing policy of «soft power», takes into account the basic mechanisms of the classical concept of forming favorable image of the country in the world. Thus, under the «classical concept» refers to the concept of which the State intended to constitute the task of global geopolitical nature and have the resources to do so.

Among the mechanisms it can be noted, firstly, conducting various activities of cultural nature, which would have been the most positive features of Chinese culture with an emphasis on the achievement of China (economic) in recent years. Secondly, cooperation in providing assistance in economic and social sphere, health, education, provision of humanitarian assistance. In the third, holding on the world arena balanced policy allows to play a larger role in preventing the deterioration of the international situation and the strengthening of the global political and economic stability.

China’s using the soft power model is being put on the cultural component of the model and based on rich cultural and historical tradition of Chinese civilization. The US experience showed that the adequate cultural policy can help in providing positive image of a state within the framework of a different civilization landscapes. This fact explains a large increase in the number of cultural projects of China held abroad. Chinese cultural events to have a universal effect on the global audience, which includes as an audience of the key in the world West project so as the audience of Asian, African, Hispanic, Muslim civilizations.

This universal nature of the influence held an Olympic Games-2008 in Beijing. Their scope allowed to demonstrate the fact of China's spectacular economic growth the past decade, which brought this country to the world leaders and made it possible to create a powerful industrial and financial base. Namely thanks to these, Beijing has been able to devote to such a powerful record of shares of the amount of 42 billion USD. Already own this figure has had a strong effect on the formation of positive image of China.

The strength of the financial aspect strengthened detailed program of the event. Olympics noted professional director and the organizational work, which bears a great ideological and cultural pressures. During the opening and closing ceremonies of the Olympics, as well as in sporting events every stressed mentality and culture of China, the historical background, through the prism of modern country. This effect was unobtrusive, which suggests that the strategy of representing was finely calibrated, and, most likely, we can assume that its development has been attracting huge team of psychologists and culturologists specializing in individual and mass perception taking into account the mental-ethnic factors. An example of the synthesis of Chinese and Western cultural stratums in the strategy of presentation can also serve the show of «Fendi» fashion of its new collection at the Great Wall of China.

In the framework of cultural actions China offers the world its own understanding of development as a separate individual and society as a whole, as well as interstate and interpersonal relationships. If the American concept of «soft power» offer the world «American dream» based on the fact of success in all respects, the external life of a person, then China offers «the idea of harmony» imbued with the submission of Daoism, Chan Buddhism and Confucianism, which focuses to achieve inner harmony, a derivative of which supports an external harmony.

Long dream of humanity about the world harmony, with the inclusion of «soft power» policies, has acquired the real mechanism of implementation. China in 2005 gave the UN a token gift - a bell «harmony of the world» and declared to the world that the «soft power» is able to understand the foundations of consciousness and values of peoples of different types of consciousness. The idea of «world harmony» was also the principle of the Beijing Olympics. In particular, during the opening ceremony the showmen at the stadium posted hieroglyph “He” – hieroglyph of «harmony of the world».

According to analytical studies, it has a strong effect on the consciousness of the holders of Confucian civilization project. In turn, this has also allowed at a time through the mass media to bring awareness to the holders of other civilizations backbone idea of modern Chinese politics, rooted in antiquity.

Meanwhile, China does not intend to be limited to one-stage demonstration of its heritage. With a view to a permanent move of Chinese tradition and strategy for several years, a project creating worldwide networks «Confucius Institutes». 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 the Chinese language, history and culture.

The second component of «soft power» strategy - «Collaboration in providing assistance in economic and social sphere, health, education, provision of humanitarian aid» is aimed primarily to developing countries. Emphasis on developing countries established in the official foreign policy doctrine of China. Particular attention China attaches to Africa and Latin America - the rich natural resources and a growing consumer markets. It is no coincidence that the background of 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 resolution of the Ministry for foreign affairs of China 30-50% of the 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 would be ‘rendering massive support in huge socially oriented projects’ on one side and ‘receiving concessions for extraction of natural resources and privatizing production facilities’ on the other. Assistance in carrying out socially oriented projects thus enables Beijing to possess a positive image with the population and the ruling elite of the country. As history proves this kind of image is of durable nature.

As an example for this statement we can look at the visit of Chinese party leader Hu Jintao to Africa last February during which he visited 4 countries – Mali, Senegal, Tanzania and Mauritius. The Chairman of PRC has explicitly stated that China will not stop rendering its support to Africa though these times of world economic and financial crises. During his visit to Africa Hu Jintao has been actively providing 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 in the amount of 260 mln. USD for the development of the airport, 6,5 mln. USD as a zero-interest 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 in going along with strengthening cooperation in such fields as culture, healthcare and tourism, the main areas in the 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. For 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 most of the internationally important issues on different levels – governmental, including UN bodies, and on private ones discussing such issues as state management, economy development and improving life standards of its citizens.

Another recipients of Chinese soft power are the countries of Latin America. Here China exercises the same strategy especially towards the economic and energy leaders of the region, such as Venezuela and Brazil. In Venezuela China committed itself to investment of 8 bln. US Dollars in exchange of signing an oil extraction agreement, setting up a company for oil vessels production and construction oil procession plant in China, which will process Venezuelan crude oil. In total these two countries have signed 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 tour of Vice-President of China Xi Jinping in Latin America, February this year. During this tour he repeatedly stressed the unprecedented high nature of cooperation between China and Latin America. Also stating that through this new time efforts should be made to enhance the humanitarian and cultural exchanges between China and Latin America with a special focus on Brazil.

Particular attention will 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 example of such statements is the efforts of China to increase the provision of humanitarian assistance to the region. For example, China reacted swiftly to the epidemic "pig flu" in Mexico with an urgent humanitarian assistance in the amount of U.S. $ 5 million, including assistance in the form of cash to the $ 1 million and financial aid for $ 4 million.

The third component of the concept of «soft power» of China, which concentrates on holding on the world stage balanced policy, has a growing influence in shaping a positive image of the country. Foreign policy is also subject to the principle «the harmony of peace». This principle has been formally entered to the politics of the PRC at the 5th Plenum of CPC Central Committee 16 th Convocation of 2005. If one looks at the policies of the PRC in recent years, one can not find examples where Beijing would support any action that would lead to a new military conflict.

The present Chinese policy in the ideological concept of «the harmony of peace» contains a few provisions. The first proclaims that China always adheres to the independent and autonomous principles. Proceeding from the fundamental interests of Chinese people and peoples of the world and the real events, China formulates its position and policy on all international issues, it is not subject to any external pressure from the outside, does not set any strategic relations with major powers or blocs of countries, not involved in arms race, not engaged in military expansion.

China also opposes hegemony and protects peace in the world. China believes that the States not large and small, not the strong and weak, not the rich and poor, are equal members of the international community. Resolving a conflict between countries is carried out peacefully; no need to resort to arms and threaten each other by force; it is forbidden under any pretexts 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.

Beijing on the world stage, when developing cooperation with other countries, will base on the 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, one can have confidence in the world, the emergence of new Chinese phenomenon of «soft power», which aims to reach a level similar to the influence of American and European «soft power». The advantage of the Chinese «soft power» is that it, along with the desire to improve China's geopolitical classification, is also seeking to create a harmonious, non conflicting relationship with other civilizations, which certainly contributes to the strengthening of international stability, security and understanding.

Prospects of «soft power» in the Muslim culture in the case of Uzbekistan

The experience of Western and Chinese projects of «soft power» is very interesting for other civilizations, including the Muslim world, which today is in need of a more positive image in the international arena. It can provide them with the growing economic and political significance.

The strategy of «soft power» to the Muslim world seems to be based on the presentation of the fundamental pillars of positive eastern mentality, culture, historical and scientific achievements. Thus, promoting the level of technological development of their society, Middle Eastern countries could increasingly participate in joint projects in other countries, bringing a touch and know-how in international projects.

The modern world should more widely and deeply discover the Muslim culture, which contains a number of very diverse national cultures within the countries of the Middle East, Central and South Asia, North Africa. This is especially true given that there has been a surge of interest in Islamic poetry in the West today. This is clearly evidenced by the fact that translations of poems of medieval mystic poet Rumi made by the American poet Coleman Barks in its circulation has recently surpassed the ones of Shakespeare, which is an unprecedented phenomenon in English poetry for the last 300 years.

In addition, there is increased interest to the Muslim film, above all, Iran. Western experts have openly called it «the main cultural phenomenon» of the end of the twentieth century, and leading Iranian directors such as Abbas Kiarostami, Mohsen Mahmalbafa and Majid Majid with depth of their stories are compared to the 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 for more than 30 awards, including the «Golden palm» in Cannes. Phenomenon «Muslim Cinema» and its success in the West are bound to its capability through the prism of the Islamic worldview to raise perennial existence philosophical issues about human life and its purpose.

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 busy commercial crossroad of Central Asia consolidating within itself cultural, commercial and political contacts between the Muslim East, nomadic world, China, India, Russia and Europe. Region has long been a vast migration area for different nations and tribes. As a result it emerged into a very cosmopolitan nature landscape, which in its turn has had a direct influence on the formation of a complex cultural environment in the region.

It is also noteworthy that Uzbekistan is located in the region with a fragile geopolitical structure because of its neighborhood with unstable Afghanistan. Considering that Afghanistan has globally formed an image of instability epicenter encompassing also the prism of ideological radicalism, it has affected the region as a whole. In this regard it is the cultural dimension that will help to clearly split the two perceptions - Central Asia and Afghanistan.

Improving its global image and promoting its positive cultural and historical achievements is important for Uzbekistan and Central Asia as a whole 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 and economic relations and the maintenance of regional stability. Hence, a better understanding of Central Asian nations, their mentality and culture, will ultimately enhance the level of trust between partners, serving as a source for the subsequent process of cooperation.

The emergence of civil society and presentation of its 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 has already been implementing measures that fall 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 a 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 during these years has accounted for 2 million 905 thousand people by means of its through projects and 4 NGOs under its auspices.

Among most significant ones 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 in Moscow, Paris, Tokyo, Beijing, Cairo, Geneva, Arlon and Brussels alongside with Uzbekistan. 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 is now undergoing the procedure of opening its representative office in Egypt. In addition to that 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 more attention to the disclosure of the 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 it was attended by more than 1 thousand teachers from all over the country, of which 100 were 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 outdoors, 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 open 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 the full capacity of a single society in the eastern societies of various activities with the participation of representatives of the world community, representing the other civilization and cultural centers.

Holding Olympic Games in China is a good example of such endeavor. Uzbekistan has also been following the similar pattern. An example in this regard could be an annually organized Week of Design and Fashion “Style.uz” which has become 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 entrenched “clash of civilizations” concept.

In contemporary public opinion the concept of “clash of civilizations” is considered to have a 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. All countries of the region are carrying out wide scale reforms aimed at creation of industrial and financial center in Inner Eurasia. In this context the cultural component of the 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 once again it is the cultural image-making which is closely connected with economic development.

Last, but not important component is the humanitarian aspect of the issue, which touches upon mostly young generation. In today’s world we witness the ongoing struggle for the hearts and minds of young people and in this context it is important not to allow strengthening radical beliefs.

Uzbekistan has traditionally attached high importance to upbringing young generation in the sense of their awareness of customs and traditions of Uzbek people, key provisions of Islam. It enabled creating a special ethic and moral environment whose distinctive features are mutual respect to each other, great 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 contemporary Uzbek society is outside of 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 per cent and the share of citizens with secondary, special, professional and higher education are more than 75 per cent.

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. Many countries of the world youth is being detached from their traditions and roots. It makes them quite vulnerable to various ideological doctrines including radical ones.  Uzbekistan is trying to avoid the gap between older and younger generations, to preserve the continuity of traditions, which provide a basis from which we can further the progressive development of the global process of intellectual, scientific, technological and cultural development.

In conclusion I would like to note that the strategy of «soft power», without a doubt, is already a similar critical component of global political, economic and cultural development, which in the past era was «hard power». The future is after the «soft power», and therefore, those countries in the world which wish to fully enter the global processes, it is necessary, of course, to make more emphasis on the development of national concepts, based on the principles of «soft power». This will not only reduce the overall conflict potential in the world, but also largely determine the progress in developing countries, to reach which is no longer possible without the full integration into the global processes.

Gulnara Karimova - Ambassador Extraordinary and Plenipotentiary, Permanent Representative of the Republic of Uzbekistan to the United Nations and other International Organizations in Geneva, Director of the Center for Political Studies (Tashkent), Doctor of Political Sciences.