The art of attraction: soft power and the UK's role in the world, by C. Hill and S. Beadle, London, British Academy, 2014, Published online at www.britac.ac.uk/softpower Global relations are becoming increasingly complex. From the British perspective, there are ongoing tensions between the West and the Middle East, with the continued occupation of Afghanistan, the bombing of Iraq, the distrust of Iran, the support for Israel in its assault on Palestine and the reluctance to intervene in the civil war in Syria. However, Britain and the Middle East also have a shared enemy: the extreme terrorist group, Islamic State, which recently beheaded a number of (mostly Western) civilian hostages and, at the time of writing, burned a Jordanian pilot alive. These monstrous acts were captured with cinematic panache and posted online to a global audience.European relations are not without problems either. Greece is now being led by the radical left, which is seeking to dismantle the country's austerity programme and is currently demanding reparations from Germany for the Second World War. A similar left-wing movement is rapidly growing in Spain, which promises to tackle poverty and social inequality by ending austerity. If countries with weak economies default on their debts, a disastrous domino effect would ensue, jeopardising the entire economy of the Eurozone. At a domestic level, there is plenty for Britain to be concerned with, such as its awkward relationship to Europe, controversy over immigration policy and the looming threat of a right-wing nationalist party that is steadily gaining credibility. Indeed, there is a lack of consensus on 'British values', a topic that has become a party political issue.This context is set against the backdrop of Britain's decline as a world power. With the emergence of the East and global South, the country is arguably far less significant and powerful than it was a hundred, or even fifty, years ago. As such, it needs to form stronger relationships with countries such as China and India, the latter being its former colony.It can therefore be argued that soft power and intercultural understanding have never been so important. The term 'soft power' was coined by the Harvard political scientist Joseph Nye (1990) to describe the ability of one country to shape the preferences of another, and to do so through attraction and influence, rather than coercion. Whilst soft power has global currency as an accepted tool of foreign policy, it is an amorphous concept and carries with it connotations of propaganda and cultural imperialism.Soft power has received significant political attention over the past decade, in light of developments at a global level, including the aforementioned shift in power away from the West, the spread of neo-liberalism, technological advancement and the changing patterns of cultural production and consumption. More recently, soft power has been the subject of debate in Parliament and last year saw the publication of the first House of Lords Select Committee Report (2014) o...