Soft power - a national asset

The concept of ‘soft power’ highlights the weakness in current Israeli thought and action. Despite some improvement, the way Israel currently handles the need for soft power is very poor in every respect - from image building to enlistment of support.
Israel’s soft power continues to wane to the point that Israel currently suffers from ‘negative soft power’. The Jewish people has a lot of soft power but is also subjected to increasing anti-Semitism which is correlated with negative soft power. This situation harbors real dangers, and has already had a negative impact on the stance of many countries toward Israel, on the policies of the EU, and on Israel’s standing in international organizations including the United Nations.
This study explains and demonstrates that there are many ways of building and consolidating Israel’s and the Jewish people’s soft power, without damaging the vital components of Israel’s national security or that of the Jewish people in general. The paper also presents practical examples for doing so.