Measuring of Soft Power: The Case of Belarus

Abstract

Research background: With the processes of globalization in the modern world is inextricably interlinked the growing role of non-force methods in foreign policy, as well as the increased attention of the leaders of all leading states to improving the image and increasing the attractiveness of their country, which is directly related to the concept of soft power. To assess the degree of use of soft power in the foreign policy, various ratings are currently being constructed based on the analysis of public opinion, expert assessments, and the estimation of integral quantitative indicators. The data incomparability, as well as the subjective nature and not always adequate results of assessing public opinion, often lead to ratings inconsistency. In addition, Belarus is not included in most of the ratings. Purpose of the article: Assessment of the potential of soft power concept use for Belarus, in particular, based on the development of an integral indicator of the country’s image and popularity. Methods: The methodology of the Moscow School of Management Skolkovo and the British audit and consulting company Ernst and Young. When constructing the integral indicator, the principal component analysis and the ordered multiple-choice were also used. Findings & Value added: The assumption about the inconsistency between the considered soft power ratings was confirmed. Based on the results of the assessment of the soft power index and the integral indicator, it was concluded that Belarus can be classified as a country with an average level of potential for the use of soft power instruments.