Britain ousts the U.S. as world's most influential nation: Country tops rankings for 'soft power'



Britain has topped Monocle magazine's 'soft power' ranking of world nations for the first time

A successful hosting of the Olympics and Paralympics, the Queen's Diamond Jubilee and continuing success in the arts credited

United States demoted to second position, with Germany third

List takes into account everything from diplomatic strength to Olympic gold medals

The sun may have set on the British Empire, but this country is once again the globe’s most powerful nation by at least one yardstick.

For the first time we have beaten the U.S. to top the worldwide rankings for ‘soft power’.

This assesses each country’s influence in terms of politics, diplomacy, business, culture, sport and education rather than financial might and brute force.

The success of the London Olympics, the popularity of the latest James Bond film and the global reach of the media propelled Britain to the top of Monocle magazine’s annual ‘Global Soft Power’ survey which is published today.

Advert to the world: Danny Boyle's spectacular Olympic opening ceremony was the ideal showcase for Britain, according to Monocle's 'soft power' list which placed Britain top for the first time

Global appeal: British actors and actresses - including Daniel Craig in the latest James Bond film, Skyfall - continue to get leading roles around the world, said the survey

The 22 British pop music albums that made it to number one in foreign countries this year and the 29million tourists who visited the country also played a vital role.

In all, 50 factors are used to assess soft power, ranging from the number of cultural missions, Olympic medals and foreign students to the quality of a country’s cuisine, architecture and businesses.

Tyler Brûlé, the global affairs magazine’s editor-in-chief, said: ‘There’s been a fantastic momentum in Britain this year.

‘This is a good example of where you can’t deny the Olympics were very important, from a global promoting point of view. People even felt good about the Union Jack.

‘There was something happening this side of the Atlantic that sucked the wind out of [America’s] sails. The US has been very inward-looking with the election.

‘America goes on to this more domestic footing – even more than usual – when there’s an election.’



Best of British: Andy Murray's US Open success (left) and Adele's continuing global chart success (right) were other factors in Britain's number one spot in the 'soft power' ranking



He said the importance of ‘soft power’ was more important in global influence than at any previous period of history.

‘We’re in a time, right now, where, more than ever, it’s not particularly fashionable to go out and write massive cheques to get your way in the world.

‘Armed conflict has never been less fashionable, and if you’re able to effect change because you present yourself as an attractive nation to befriend and engage with, that can only be positive.

‘It’s about the rules of attraction and what makes a nation the most attractive in the room.’

Xenia Dormandy, a senior fellow and US expert at Chatham House, said: ‘With the Olympics taking place here, which got far more fanfare internationally than domestically, and with America very focused on elections, I think the result is probably right. The UK has had a very international presence this year and it has been the best of the British.

Brilliant year: The Queen's Diamond Jubilee helped fuel a tourism boom for the UK

‘I think America vastly undervalues the importance of soft power. It has a tendency to focus on the tangible and the concrete.’

The Diamond Jubilee celebrations this summer also boosted Britain’s profile around the globe.

And sporting successes went beyond the 65 medals won by Team GB in the Olympics and included Bradley Wiggins becoming the first British winner of the Tour de France and Andy Murray securing his first Grand Slam title in New York.

British actors have also starred in some of America’s biggest TV shows, including Damian Lewis in Homeland and Dominic West in The Wire.

The term soft power was coined by Harvard scholar Joseph Nye to describe the spread of a country’s influence through non-military means and has become a foreign policy objective worldwide. A distinction is made between using financial muscle to coerce or buy support and businesses which influence others to ‘want what you want’.

The top placed countries after Britain were the US, Germany, France and Sweden.

Brazil had one of the biggest leaps, jumping from 21st to 17th on the back of accelerating economic growth and an increasing international interest ahead of the next World Cup and the Rio Olympics.

WHO RULES THE WORLD? THE TOP 20 IN FULL

1. Great Britain The Olympic opening ceremony reminded the world of Britain's influence around the globe and achievements such as the National Health Service and the internet. It 'united the nation', 'restored pride in the Union Jack' and was 'a brilliant advert', the magazine said. There have also been continuing sporting and cultural successes this year, whether it be Andy Murray winning the US Open or the new James Bond film. 2. United States of America Continues to lead the world in investment in world food and health initiatives, plus tackling climate change. But overseas occupations and unmanned drone strikes, plus an insular outlook during the recent election, lost the US its top spot. Insular: The American presidential election, won by Barack Obama, left America looking inwards rather than to the world, Monocle said 3. Germany Enormous business strength and economic leadership in Europe, academic prowess through institutions such as the Goethe Institute and the popularity of the Bundesliga, the football top flight, make Germany the 'undisputed leader' of the EU. However, with this comes a reliance from other, ailing countries to prop up the Eurozone.

4. France Remains the world leader in arts galleries, museums and cuisine but plagued by economic uncertainty and a new President struggling to make an impression on the world stage.

5. Sweden Viewed in a positive light around the world as a friendly and functional country, plus reaping the benefits of a growing base of entrepreneurs. Still struggles to get past stereotypes like ABBA and IKEA, however, in international perceptions. 6. Japan Is becoming less insular and gradually opening up to the world in fashion, retail and food markets. Japanese pop music is also a big export and its craftsmen are more in demand than ever. 7. Denmark Massive popularity of television series such as Borgen has added to existing strengths in music, art, architecture and design. 8. Switzerland Continues to be reliable and capable of doing the dull stuff well. The world leader in investments and banking, and a producer of professional people. 9. Australia Increasingly influential in Pacific affairs but need to hone its diplomatic skills to appear friendlier to the outside world. Also needs to tone down attitudes to migrants.

10. Canada A resilient economy that has weathered the worst of the global crisis. Also flexing its military muscles more. 11. South Korea Now known for more than just good technology, the emergence of K-Pop, as exemplified by Psy's Gangnam Style, is a ready-made export. Worldwide influence: The Korean singer Psy (right) and his Gangnam style was enjoyed the world over, even by UN secretary general Ban Ki-Moon 12. Norway Won worldwide respect for its dignified reaction to the murders of Anders Behring Breivik and also for its responsible re-investment of oil wealth.

13. Finland With Helsinki named as the world design capital, Finnish architects have been shouting from the rooftops. Great reputation as a nation of problem solvers and an increasingly important air hub for Europe. 14. Italy Home to the best fashion designers in the world and excellent cuisine, but handicapped by continuing economic jitters. 15. Holland Dutch embassies are finally starting to project the country as a place of attractive contemporary culture. 16. Spain Spain's sunshine, cinema and food remain popular with people the world over, but the Eurozone crisis has struck hard. 17. Brazil Greatest strength is its 'welcoming' and 'fun-loving' people who are driving an economic surge. Still troubles with corruption, however. 18. Austria Record breaking jumper Felix Baumgartner has helped shed Austria's old-fashioned image this year.

Moderniser: Felix Baumgartner's record-breaking jump from the edge of space helped shed Austria's old-fashioned image 19. Belgium 'Does the dull stuff well' - for example, politics and diplomacy - but may not exist in ten years given the momentum of Flemish independence movements.

20. Turkey Businesses have been attracted by Istanbul, while its airlines continue to expand. In a difficult geographical position with the ongoing conflict in Syria though.



