By Daya Kishan Thussu (auth.)
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Extra info for Communicating India’s Soft Power: Buddha to Bollywood
Instead, Sanskrit was directed “toward articulating a form of political consciousness and culture, politics not as transaction of material power—the power of recording deeds, contracts, tax records, and the like—but as celebration of aesthetic power” (Pollock, 2006: 14). The rules of Sanskrit were fixed in the fifth century BC by Panini, perhaps the world’s greatest grammarian, in his book, Ashtadhyayi, thus making it one of the most precise languages in the world and a powerful vehicle for communicating scientific and philosophical thoughts and ideas.
Germany’s ubiquitous industrial brands and its well-resourced foundations, including the Friedrich Ebert Foundation, add to Germany’s global profile. Among Scandinavian countries, the notion of foreign aid and mediation in conf lict resolution is an important dimension of their soft power: Norway’s contribution—both diplomatic and financial—in attempting to resolve the Sri Lankan civil war is a case in point. The Oslo Accords for resolving the intractable Palestinian question as well as the Nobel Peace Prize has “enabled Norway to construct a powerful instrument of peace advocacy, implicit as well as explicit” (Henrikson, 2005: 80).
It adds: “Our missions abroad, particularly those in the up-and-coming centres of political and economic power which are becoming ever more important in the shaping of global policy, will be systematically involved in communicating Europe” (Federal Foreign Office, 2012: 15). de, the multimedia Internet service in 31 languages, reaching a weekly audience of nearly 86 million around the world. Apart from this, DW also has an important role in training media professionals through its DW Akademie, which trains 3,000 participants every year to “form a global German network” and many “graduates have become decision makers in their homeland, as well as spokespeople for DW,” according to DW.