India’s soft power push: just following a fad?
A democratic India's approach to soft power projection should be very different from that of an authoritarian China
It is often said that what gets measured gets managed. It is probably with this dictum in mind that the ministry of external affairs (MEA) has decided to develop a “soft power matrix" to measure the effectiveness of India’s soft power outreach. The development of such a matrix was also recommended by the Parliamentary standing committee on external affairs in a 2016 report. While the idea sounds interesting, two questions immediately come to mind: a) Can soft power be measured? and b) can soft power be managed?