Popular Leader as an Asset of Soft Power: The Ratings of National Leaders and their Countries Abroad

Abstract

Abstract The original concept of soft power embraced the belief that culture, values and foreign policy practice are the basic resources upon which this type power is based. This article argues that popular national leaders can also – maybe even more so – be treated as soft power resources as their popularity and trustworthiness go hand in hand with the positive public opinion about their countries abroad. This hypothesis is tested against survey data collected from all over the globe by the U.S.-based polling institute Pew Research Center over the last two decades. The data shows a strong positive correlation between the public confidence in a leader and the view of their country abroad in almost every case that was examined. The view of a country among foreign audiences often changes with the change of its top leadership. The results of this reseach cast doubt on whether national culture and values rather than national leaders are the preeminent source of soft power of any given country in international politics.