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Yes, I think that's right... there's lots of ministerial rhetoric about #softpower but little appreciation of what it actually entails, and the fact that shirt-term cuts to provision produce long-term & very difficult to reverse effects on soft power.... (I uses to spend quite a bit of time when I taught international politics, exploring exactly this issue with my students - who has soft power, how do you get it & how is it maintained - all actually quiet subtle stuff)