Taking a measure of attraction-based influence (Part I overview)

This part introduction presents an overview of the key concepts discussed in the subsequent chapters. The part investigates one of six ways, not exhaustive, of considering attraction-based influence. It draws Max Weber’s original formulation of ‘charisma’ more fully into conceptualization of soft power in contemporary international relations. The part concerns itself with international cultural heritage protection; cultural heritage is a soft power resource. It describes a methodological framework for evaluating soft power effects that has an ‘audience-centered’ orientation, one that recognizes the importance of listening. The part takes a measure of soft power rankings, and examines the potential of international education to be a good public diplomacy resource. It uses scientometrics to trace influences between production of scientific knowledge and soft power conceptualization using Scopus-indexed publications from 1989–2020. Key findings include the rising of this notion in scholarship (especially from 2005–2012) and diversity of soft power thematic axes around social scientific inquiry into diplomacy and international relationships.