Alexander Konkov: The softer the power, the stronger it is. Hybridization of power
In June, British consulting company Portland presented a global rating Soft Power 30. It is the second report, developed by it jointly with social media Facebook and dedicated to analysis of the phenomenon, which is so actively discussed in the world politics, and identification of 30 most successful countries in its implementation. The first rating had been issued a year earlier, it became an ambitious claim for technologisation of the concept of soft power, introduced by Joseph Nye, and penetrated into academic and expert discussions during the last quarter of a century, writes Alexander Konkov.