BRITISH COUNCIL UNDER THE SOFT POWER STRATEGY: A CASE STUDY OF THE UK’S CULTURAL DIPLOMACY

Abstract

The role of the British Council has been observed as a strategic wheel of the United Kingdom’s soft power and cultural diplomacy. Since its creation, the British Council has grown into an internationally influential institution, vigorously promoting British education, language, culture, and other values in various countries across the world. Soft power is rooted in the country’s values, organizations, and foreign policy. The country operationalized the soft power through public diplomacy. It has enabled the UK to enhance its influence with the help of persuasion instead of coercion. The country aims to use the soft power intangible resources, such as cultural appeal, political ideals, and moral legitimacy, which counter the power of coercion. The study examines the UK’s soft power strategy with the British Council for its global objectives. It also explores the working and operations of the British Council for the UK’s Cultural diplomacy. The Council projects intercultural dialogue, deeper engagement, trust, and a sense of reciprocity. The researcher has used a qualitative scheme, including interpretative and case study method. The literature has been collected from the research articles, newspapers, official reports and the policy statements. Joseph Nye’s soft power concept has been integrated as a theoretical orientation in the work. The findings reflects that the British Council has successfully contributed to the international position of UK’s soft posture. It has adapted to digital globalization, post-Brexit reality and shift in geopolitical contexts. Strategic investments, cohesion of policy and adaptive administration are necessary to strengthen its future roles.