International competition over soft power has largely transformed from image promotion and cultural diplomacy to benchmark setting. Benchmarks breed discourses and discourses embody power. The article argues that the soft power index building has turned into a battlefield where different values, norms and development models struggle for legitimacy through quasi-scientific validations. By critically examining the methods employed by two soft power indexes, Portland Soft Power 30 Index and China National Image Global Survey, this article unpacks the mechanisms by which institutions from western and emerging (Brazil, Russia, India, China and South Africa (BRICS)) states embed political values, interests and agendas in the selection of data, indicators and treatments of data. The article finds that while the soft power indexes originating from Western organizations largely normalized liberal values and the current international hierarchy, the Chinese national image survey provides a more self-reflective approach to soft power measurement.
Battlefield of global ranking: How do power rivalries shape soft power index building?