dimensions, the former being evaluated by indicators as diverse as tourist visits, the
success of the country's arts and sports, or even its historical heritage. In education level,
we may mention the academic production and quality of universities, the country's ability
to attract foreign students, or the researchers and awards they manage to obtain at an
international level stand out. We also find other dimensions such as diplomacy and the
country's capacity for international influence, its attractiveness for international business,
its level of digitalization and its reputation (Morais, 2021: 225).
Given the profusion of existing indicators, we have chosen in this article to focus on
composite indicators that identify and analyze the dimensions in which the states'
capacity for influence and power is translated, evidently through a definition of weights
that translates the importance that authors attribute to each of the components, by
means of soft power instruments.
This is the case of the Soft Power 30 (SP 30), which encompasses a set of objective
indicators, in dimensions such as governance, digitalization, culture, business,
commitment and education. The SP 30 presents also indicators obtained in opinion
surveys, more subjective, in topics as diverse as local cuisine, technological products,
the friendliness of the people, culture, luxury goods, foreign policy and the attractiveness
of the country to live, work or study (Morais, 2021: 225).
A similar analysis is provided by the Global Soft Power Index, based on the dimensions
of familiarity, influence and reputation, in pillars ranging from business and trade, to
culture, governance, education, and science, as well as, among others. And also the case
of the Pew Research Center survey, particularly in the assessment made by a very large
group of citizens from dozens of countries on the economic power of states and their
opinion, more or less favorable, of these states (Morais, 2021: 228).
Contrary to the analysis carried out based on hard power indicators, which were very
consistent in affirming the strong growth of Chinese power and the US attempt to resist
this evolution, the conclusions regarding the evolution and hierarchy of countries seem
less evident with regard to the analyzed soft power indicators.
Although this conclusion is not surprising, it still calls countries, especially those that
dispute the leadership of world power, to a constant concern, which must be translated
into active policy measures, to prevent that, circumstantially or more structurally, the
perception that the world has of them suffers some deterioration (Morais, 2021: 232).
In addition, in the last ten years, from this perspective, two phenomena can be evaluated
as very striking. The first was the election of President Trump in the USA. In the year
following his election, Transparency International (TI) in its US Corruption Barometer
2017 report showed that 44 percent of US citizens considered corruption to be prevalent
in the White House, compared to 36 percent in 2016, while seven out of ten citizens
thought that the government was failing in the fight against corruption, compared to only
five out of ten in 2016. In fact, among the different institutions and social groups, Trump's
cabinet was even the most corrupt, at 44 percent, compared to 38 percent for Congress,
33 percent for federal leaders, and 20 percent and 16 percent for the police and judges
and magistrates. All this just one year after Trump's election (Morais, 2021: 232).
The second phenomenon we are still living it and, therefore, its contours are uncertain,
corresponding to the Covid-19 pandemic. In a survey conducted in fourteen countries in