Behind the headlines of unrest and conflict in many corners of the world, the struggle for prestige and influence between nations, societies and institutions intensifies. This long-term trend is reinforced by the diffusion of conventional forms of power away from governments to non-state actors, and the ever-greater speed of the digital revolution. Among the consequences has been the rise to global fame of the concept of 'Soft Power,' in theory a means to turn a country's attributes and achievements into a lever for gaining advantage in international competitions of all sorts. Image-making, nation-branding, public diplomacy and propaganda are all components of a state's – or an institution's – soft power strategy today. Soft power antagonisms are on display whenever censorship, internet-blocking or other forms of 'cultural protectionism' are deployed. The course will study the inter-acting dynamics of 'soft' and 'hard' power, using contemporary and historical perspectives. It will demonstrate that the concept can be applied to a much broader range of interaction between societies than that dominated by nation-states and traditional foreign policy. After an initial discussion about the evolution and meaning of the concept, case studies will look at those nations most prominent in the soft power game. The second half of the course will look at the key currencies of soft power: cultural heritage, institutions, personalities, sport, creative industries, food and fashion, models of innovation and modernity.