Military Review

Soft power? This is not about Russia

49
The Soft Power 30, a soft power rating from Portland (a PR agency based in London), appeared on the network. It is easy to guess which country was in the honorable ranking first. Great Britain is followed with a small margin completely by the allies and leaders of Europe: Germany, the USA, France, and then Canada, Australia, Switzerland and Japan. Closes the "top" of the thirty states of China. Russia did not hit the first three dozen.

Soft power? This is not about Russia


"The Soft Power 30" from the company "Portland" you can look through here. You can read about the indicators of countries here. A press release in pdf format is available at this link. Everything is in English.

We will try to briefly present the material in Russian and give the opinion of experts.

The authors of the report consider “soft power” the ability to “pull” rather than “push” (the latter is characteristic of strength as “hard”). If “hard” force is based on coercive measures: the use of force, threats of force, economic sanctions, etc., then “soft” does without coercion and builds on the attractiveness of the country and the ability to convince, aimed at achieving foreign policy goals. Soft power avoids the traditional instruments of foreign policy - "carrot" and "carrot".

The creator of the concept of soft power - Joseph Nye. Initially, he identified three main sources of soft power: political values, culture, and foreign policy. However, within these three categories, individual sources of soft power turned out to be so diverse that the authors of the report calculated their “index” using more than 65 indicators for six “sub-indices of objective data”: business climate, culture, information, government, foreign policy and education .


Screenshot of the top ten top 30 rankings. Source: Portland site


So, the rating of the British agency was headed by the United Kingdom. This is beyond doubt, the report indicates, although this result contradicts some claims that British influence is now in decline.

Compilers rating even note in a review that Vladimir Putin ridiculed Britain - they say, "no one listens to these" small island "residents." But are Putin’s words combined with the UK’s participation in G7, the UN Security Council, NATO, the European Union? ..

British soft power is everywhere, and it is often expressed very delicately - through the Beatles, Harry Potter, Shakespeare, the royal family, and so on. And the success of the 2012 Olympics of the year allowed the country to gain confidence. In addition, in many respects London has overtaken New York as the main global city.

In terms of business climate, Britain is also ahead of the rest: according to government data, it attracts more foreign direct investment than Germany, France or Spain.

RBC notes that Portland used subjective assessments in its indices.

If the six subindexes described above (business climate, culture, informatization, government, foreign policy, and education) can be measured, then subjective indicators are based on a survey. A network survey in which 7250 people from 20 countries, including Russia, participated, was conducted from 21 in May through 8 in June by ComRes. Respondents evaluated the characteristics of the country: the cuisine, the friendliness of the citizens in relation to tourists, technology, luxury goods, as well as confidence in the country's behavior in the international arena, the desire to visit it, the country's contribution to world culture. The total Portland index was built in two parts: objective indicators "weighed" 70%, subjective - 30%.

Knowing this approach, it is not difficult to understand why Germany was second, and the United States behind it.

Germany in recent years has been a driving force in European politics. In addition, the quality of the goods produced by the Germans is known. Finally, Germany was given high marks by respondents.

The United States would have won by objective indicators, do not be in the subjective rating. But according to the survey, the States took only the 16 st position: the Americans were let down by the perception of Washington’s foreign policy in the world.

Fyodor Lukyanov, the chief editor of Russia in Global Affairs, told RBC that the rating results are completely logical, especially with regard to the United Kingdom and the United States.

“What is soft power? This is an image. And the image is formed by the media. The fact that the Western media is obviously dominant in the world - and especially Anglo-Saxon - is a fact. Accordingly, the image is built very attractive and positive, and the positions in the ratings are high. ”


The thirtieth (the last in the top-30) position of the PRC, however, became a discovery for the authors of the rating. After all, the Celestial Empire invests large funds precisely in the tools of “soft power”: Hu Jintao issued the corresponding directive in 2007 year, the then Chairman of the People's Republic of China. The material lists Confucius Institutes, the Beijing Olympic Games, and the 2010 Expo in Shanghai. But the negative impact of Chinese censorship, repression, problems with minority rights spoiled the big picture.

Take a look at myself ranking. Even Turkey, with its prone to autocracy and dispersal of demonstrations by Erdogan, who had not so long been willing to reshape the constitution and claimed the role of "sultan", turned out to be higher than the PRC - in 28-th place. Even crisis Greece takes the 25-place.

Returning to the material "RBC".

Jonathan McCleory, a partner of Portland, who is responsible for the practice of territorial marketing, told the agency that Russia almost reached the top thirty.

Russia's top marks were in the “education” category. It turned out that literacy rates are extremely high in Russia. In addition, the country attracts a large number of foreign students.

The picture was hopelessly spoiled by corruption, poor conditions for entrepreneurship, and problems with innovations.

Subjective criteria also let us down. “Another factor that has pulled down the overall assessment of the country is the results of an international survey conducted in 20 countries,” said Mr. McClury. - In particular, Russia scored few points in the issue of international public confidence in the country - the belief that the country "will make the right choice in global politics."

Fyodor Lukyanov with a rating overall agrees. He believes that Russia is more inclined towards hard power than soft: “The fact that Russia is in rather low positions really reflects the system of priorities that we have ... Soft power is not our priority, this can be seen An example of a variety of situations. Ukraine is the last clear case. ”

In our opinion, the last place in the top-30 of China (which the authors themselves were surprised by), getting a Greek semi-bankrupt to a higher 25 place and excessive protrusion of the native Britain (including through Harry Potter) do not allow to fully trust the rating from Portland. The weight of the "soft power" in the United States is striking at all. After all, 3-place practically means that “white and fluffy” Washington shuns not only the use of force, but even threats of use. The imposition of economic sanctions is also not a method for Washington.
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  1. zurbagan63
    zurbagan63 23 July 2015 05: 23
    +17
    Gently lay, hard kill. Affectionate killers!
    1. Shick
      Shick 23 July 2015 06: 12
      +11
      the rating is clearly not competent, and the media is foreign. There is an information war. and you thought that they would write Russia there?
      why discuss it? Everyone understands initially about the objectivity of this rating and publication.
      article for no chat?
      1. SRC P-15
        SRC P-15 23 July 2015 07: 57
        +19
        The authors of the report consider “pulling” rather than “pushing” as “soft power” (the latter is characteristic of “rigid” power)

        Is this how they represent "soft power" ?:
      2. BMW
        BMW 23 July 2015 07: 59
        +5
        Let's make our rating on VO. And then we will distribute it in all available ways ..
        Let the author leave a comment, who is "for" let's vote on this comment.
        It is necessary to beat them with their own weapons and in their territory, i.e. the internet.
        1. RBLip
          RBLip 23 July 2015 09: 13
          +6
          Quote: bmw
          It is necessary to beat them with their own weapons and in their territory, i.e. the internet.

          never sit down to play with cheaters. because they have marked cards and they change the rules of the game as they need ...
          1. BMW
            BMW 23 July 2015 14: 28
            +1
            The winner is one who himself begins to change the rules during the game. Shuller can beat only the more skilled shuller.
            So you have to play on their field, their weapons, but according to their own rules.
            1. Penzyac
              Penzyac 23 July 2015 19: 20
              +2
              Quote: bmw
              The winner is one who himself begins to change the rules during the game. Shuller can beat only the more skilled shuller.
              So you have to play on their field, their weapons, but according to their own rules.

              It is not necessary to beat the cheater, but to catch by the hand, bring him to clear water and subject him to obstruction! ... Some of the most unrestrained comrades can also give the cheater in the face ...
    2. 222222
      222222 23 July 2015 10: 24
      +13
      Soft power? ??? ???????
      .from here.picture..http: //www.e-news.su/in-russia/67484-kak-hruschev-razrushal-ss
      sr.html
    3. Will
      Will 23 July 2015 19: 47
      +1
      They don't even lay it! Only "dust in the eyes" is allowed through the media and "culture"! (
      1. Ka-52
        Ka-52 24 July 2015 13: 49
        0
        Why the hell do we need this rating ?! I do not understand something. A bunch of these ratings on the net! Does it somehow influence the current state of affairs? No. Does it affect the image of Russia in the world? No, rather it proves. Is he objective? No. It may be interesting for analysts to compare the attitude of citizens to different countries, and how Media earn their money when influencing the minds of the population, but I am not hot or cold from this rating.

        Best regards hi
        1. spiolist pas harp
          spiolist pas harp 24 July 2015 17: 06
          0
          Quote: Ka-52
          Why the hell do we need this rating ?!
          Thought about it too request
          This is in the spirit of the West: to scream for a whole year about the skillful actions of Russian "green men", and then declare that Russia is not even one of the thirty countries that can influence with the help of "soft power" wassat

          In addition, in many ways, London has overtaken New York as a major global city.
          Let me ask you: did they even stop cashing in the evenings in the evenings on the central streets of London? feel
  2. ia-ai00
    ia-ai00 23 July 2015 05: 34
    +3
    Well, as always, everything has been put on its feet, but its head, fool I’m not surprised anymore.
    I would be surprised if Portland REAL soft power rating of countries.
    1. little girl15
      little girl15 23 July 2015 08: 07
      +1
      And when did they give out a real rating?
    2. VEKT
      VEKT 23 July 2015 16: 08
      +1
      Let's do it differently, but what is your real rating?
  3. shishakova
    shishakova 23 July 2015 05: 35
    +4
    Thank you.
    Sanctions are an example of "soft power", that is, cunning without a deep mind))
  4. Shiva83483
    Shiva83483 23 July 2015 05: 43
    +5
    To believe these words of the island from the island, do not respect yourself ...
  5. Sinbad
    Sinbad 23 July 2015 05: 45
    +13
    Soft power = Zewa + toilet paper.
    1. RU-Officer
      RU-Officer 23 July 2015 07: 14
      +6
      Well, if you look from this side, then yes! good
      We "guys" do not care about this "stupid" order "chatlan". Australia - and in 6th place! fool
      And in general - let Western tolerants "gently overpower" each other wink , and in Russia this will always be tough. At the same time, we’ll fix the demography ... hi
  6. Utlan
    Utlan 23 July 2015 05: 55
    +2
    Delirium of the madman!
  7. Valga
    Valga 23 July 2015 06: 04
    +2
    They are so intimidating. If Libya was “softly” destroyed and Serbia was “quietly” nightmare, how do they say it - to act harshly?
  8. fomkin
    fomkin 23 July 2015 06: 05
    +5
    Mayakovsky once said: -You won’t praise yourself as a spit.
  9. Name
    Name 23 July 2015 06: 11
    +2
    Someone else really believes all these rating and PR companies ... request
    1. EvgNik
      EvgNik 23 July 2015 07: 00
      +2
      Quote: name
      Someone else really believes all these rating and PR companies ...

      They believe in the West, because they themselves do not know how to think. And all these ratings are not written for us, but for the western man in the street. And they are mainly presented to us by liberals who seek to humiliate our country.
      1. The comment was deleted.
      2. mervino2007
        mervino2007 23 July 2015 22: 13
        0
        Quote: EvgNik
        And all these ratings are not written for us, but for the western man in the street.

        A closer examination of the estimated objective parameters shows that most of them can be taken into account and really are objective. It is impossible to reject from the shoulder what can be used for your assessment. What is needed is to take and apply to understand your Self?
  10. The comment was deleted.
  11. SibSlavRus
    SibSlavRus 23 July 2015 06: 35
    +3
    Strength is either there or not. And there is a degree of strength. And the adjective "soft" of a well-known substance also recalls the willingness of some to buy and others to sell.
    The enemies of Russia - the Western world - a set of countries (and the gang is large). And the normal mode of existence and development of our side throughout history goes through external pressure and dirty tricks.
    But Russia is more suitable for the concept of power.
    1. Patriot.ru.
      Patriot.ru. 23 July 2015 18: 57
      0
      Correctly POWER all forces enter into it. You are +100.
  12. rotmistr60
    rotmistr60 23 July 2015 06: 47
    +3
    And when the American or European rating agencies put Russia on a high level. This did not happen before and will not happen as long as the Anglo-Saxons exist. Therefore, let the data of this rating be quietly enjoyed in the silence of the offices where they plan bloody operations against other countries. And also about their "soft power" - to squeeze in Russia, as it should be, all the liberal evil spirits and a penny worth of Western "soft power".
  13. parusnik
    parusnik 23 July 2015 07: 16
    +5
    A combination of hard and soft strength is needed ..British soft power - it is everywhere, and it is often expressed very delicately - through The Beatles, Harry Potter, Shakespeare,... What prevents us from acting like that ... A. Pushkin, L. Tolstoy, F. Dostoevsky ... here with music it’s a little tight and with movies .. has the Russian land become scarce with talents? No .. talents are sent in the wrong direction ..
    1. 31rus
      31rus 23 July 2015 07: 54
      +3
      Quite right, we merged our education ourselves, we can’t deal with medicine, we pushed culture into self-sufficiency and what we wanted, if Western thinking flourishes in our politics, culture
      1. Penzyac
        Penzyac 23 July 2015 19: 47
        +1
        Quote: 31rus
        Quite right, we merged our education ourselves, we can’t deal with medicine, we pushed culture into self-sufficiency and what we wanted, if Western thinking flourishes in our politics, culture

        Fortunately, it has not yet flourished, but so far has only been heavily imposed (in recent times, less and less successfully), otherwise we would have shared the fate of Ukraine. Fortunately, our society still sees, feels, understands, and finds within itself the internal forces to resist it ... I hope we will win ...
    2. Penzyac
      Penzyac 23 July 2015 19: 35
      +1
      Quote: parusnik
      A combination of hard and soft strength is needed ..British soft power - it is everywhere, and it is often expressed very delicately - through The Beatles, Harry Potter, Shakespeare,... What prevents us from acting like that ... A. Pushkin, L. Tolstoy, F. Dostoevsky ... here with music it’s a little tight and with movies .. has the Russian land become scarce with talents? No .. talents are sent in the wrong direction ..

      With music, is it a little tight? Do not tell my slippers! No other country has ever given such a number of great composers of classical music to the world, in general! ...
      1. parusnik
        parusnik 23 July 2015 20: 16
        +2
        Do not tell my slippers!... Not at all ... I think you will agree ... that there are far more Beatles fans in the world than fans of Glinka, Mussorgsky, Borodin, Rimsky-Korsakov ... together, taken ... And you don’t have to say that you’re coming from work put a disc with the opera Prince Igor, and when guests come to you you listen to pictures from the exhibition, and dance to Carmen Shchedrin .. It's about popular music .. At one time, many popular Soviet composers A. Rybnikov. M. Dunaevsky went abroad but they didn’t gain fame there .. turned back .. I’m not by chance, in the post I indicated Pushkin, Dostoevsky, Tolstoy is a brand .. they are there .. the rest are somehow not very quoted ..
  14. X Y Z
    X Y Z 23 July 2015 07: 26
    +3
    Favorite Anglo-Saxon rankings game. Extremely ridiculous and highly controversial justification for its civilization, exclusivity and superiority. We make up ourselves and are proud of ourselves. Any attempts to significantly lower oneself in the rating are stopped quickly and harshly, as was the case with the well-known rating agency, which tried to lower the credit rating of the United States.
  15. blizart
    blizart 23 July 2015 07: 27
    +1
    The development of Russia's soft power is hindered by a "hard" climate. And then a gentle, intelligent friend is pleasant in the living room for a conversation, in a harsh time it is better to stick together with tough people. Does anyone doubt that such a time is coming?
  16. Bagnyuk
    Bagnyuk 23 July 2015 07: 46
    +2
    but I liked it ... it's all just like in the theory of indirect actions ... Sun Tzu has it too .... why fight if you can assimilate and attract ... the problem of the majority of those grazing here is that they perceive the confrontation of countries only as military operations aimed at the physical destruction of the enemy ... but it’s all a stone age ... that’s what Moltke said so .. the highest form of battle, destruction, rivers of blood and such nonsense ... it’s often more efficient to confuse, decompose and take the enemy without fighting action, buy at last .... but the fighting I hope will soon completely disappear ... although if there are such degenerates as igil then it is probably too early ...
  17. Tamanskiy
    Tamanskiy 23 July 2015 07: 46
    +2
    I propose to rename it to "rating of meanness".
  18. Baloo
    Baloo 23 July 2015 08: 04
    0
    Do not tease the bear, do not meddle in its glades and everything will be fine.
  19. Vladimir1960
    Vladimir1960 23 July 2015 08: 44
    +1
    Indeed, in this assessment of the situation, the media play a decisive role. They raise certain aspects of the life of the state or people to the shield. We, with our striving for truth and justice, often show our negative aspects of life ourselves, or at least not hide them. This is our advantage in our opinion and a disadvantage in their opinion. Their slogan in this work: "The main thing is not to be, the main thing is to appear", to create a beautiful image, charisma. Often one gets the impression that if the event was not covered by the media, then it didn’t exist.
  20. Vladimir1960
    Vladimir1960 23 July 2015 08: 56
    +2
    The combination of hard strength and soft strength is important. As they say, "a kind word and a pistol can achieve more than just a kind word." Strengthening the country's defense is absolutely correct. Russia is not the USSR and has largely lost its attractive image, the world's first state of workers and peasants. Our politicians and statesmen in the 90s spoiled the situation. But we have something to rely on in soft power politics. This is still our striving for goodness and justice, religious tolerance, our history, this is space and sports and the size of the country and minerals and much more. We must remember this, be proud of it, pass it on to our children and grandchildren, and do not hesitate to talk about it in the international arena.
  21. jjj
    jjj 23 July 2015 09: 09
    0
    Well, and so "Portland" is a brand of good cement
  22. IAlex
    IAlex 23 July 2015 09: 18
    0
    If you don’t praise yourself, then no one will praise :)))
  23. Altona
    Altona 23 July 2015 09: 53
    0
    Britain was always perceived through punk rock, which was and is a counterculture, through Se.x Pistols, so all these Victorian ruffles do not touch me ... Just like the USA is perceived through the movie Mad Max and similar destructive films, or parody like Naked Gun or Back To the Future ...
    1. EGOrkka
      EGOrkka 23 July 2015 17: 41
      +1
      But what about PINK FLOID and Gone With the Wind?
  24. Gorinich
    Gorinich 23 July 2015 10: 06
    0
    Rating of liars!
  25. afrikanez
    afrikanez 23 July 2015 10: 18
    0
    The main word in the phrase "soft power" is still "strength", and how soft or rough it is, this is just a veiled statement. No matter how "force" is applied, it still leads to certain consequences. So, the rating should be considered exactly the opposite. Whoever uses this power the most is the leader of the list.
  26. Alexashka964
    Alexashka964 23 July 2015 11: 29
    +1
    Quote: zurbagan63
    If “hard” power is based on measures of coercion: the use of force, threats of force, economic sanctions, etc., then “soft” goes without coercion and is based on the attractiveness of the country and the ability to convince

    So it turns out that Russia was the first to impose sanctions against the European Union in 2014? In my opinion, it was the European Union from the position of "soft" power that began to nightmare Russia for matters that did not concern them!
  27. Tai
    Tai 23 July 2015 13: 00
    +1
    Who needs these ratings of mild erection and solid impotence? Another reason to poke us, how bad are we that we didn’t get there? Well, we’ll survive, it won’t lose us ...
  28. Vlad5307
    Vlad5307 23 July 2015 16: 04
    0
    Quote: Bagnyuk
    Wait, it’s much more effective to confuse the enemy, decompose and take it without fighting, buy at last .... and I hope the fighting will soon disappear completely ... although if there are such degenerates as igil then it is probably too early ...

    Bribery and blackmail have always been instruments of struggle between countries, or rather rulers of countries. Since then, humanity has changed little, and whether it has changed for the better is a big question. Just with the globalization of the world, the threat of a global war, capable of destroying both those who unleashed it and those who are forced to defend themselves against this threat, has sharply increased. Against this background, all these ratings are needed only in order to sell 90% of the Earth's population the myth of the enemy of civilization and under the guise of continuing the expansion of their domination, because technologically everything is already ready for the implementation of truly monstrous forms of governance of the Earth, its population. And this is all done not to improve the lives of these 90% of the inhabitants of the Earth, but for the remaining 10%, who imagine themselves to be the rulers of our planet! It remains only to "persuade" those who disagree with their hegemony, that is the question! hi
  29. ydjin
    ydjin 23 July 2015 16: 30
    0
    Yes pohhhhh on their ratings! This is just a scam for the layman. wassat
  30. Vlad5307
    Vlad5307 23 July 2015 16: 56
    0
    in addition to this topic, I advise you to read this from S. Glazyev - a good analytical article. here is the link -http: //news-front.info/2015/07/08/okno-v-aziyu-sergej-glazev/ hi
  31. ava09
    ava09 23 July 2015 17: 02
    +2
    I don’t understand, the Englishmen fantasized, but are we going to procrastinate this nonsense now? It is necessary to wage a clever information-psychological war against the West, an order of magnitude smarter than the one they are waging against us. The Russians will succeed. To form a new SMERSH in this area in order to correct the worldview of the erring and neutralize ideological enemies. This is a matter of survival.
  32. Apsit
    Apsit 23 July 2015 17: 33
    +1
    For a long time I do not believe in ratings. There is always an interested person.
    1. Nikoha.2010
      Nikoha.2010 23 July 2015 18: 55
      +1
      Quote: Apsit
      For a long time I do not believe in ratings. There is always an interested person.

      Glory to the Airborne Forces! Rating do not care! I want to go to heaven! I jumped with D-5 and D-1-5-U, and here is the patison! Crying crying I envy drinks and proud good ! Brothers I am with you! Hang on! Il76 I love you!
  33. Net
    Net 23 July 2015 19: 39
    +2
    Everything is correct in the rating, the USA is at the top, Russia is at the bottom, the rest is insignificant. While our rulers sponsored Ukraine with cheap gas, thinking that this would win the sympathy of the local population, the Americans acted smarter. Through various funds, programs, media, as a result, they muddied two Maidans, and dispersed the third. And what about us? And in this situation we are only fighting off new attacks. Actually, with such ambassadors to Ukraine as Zurabov and "We wanted the best", what else can we expect? Take an example from McFaul and Tefft. In Ukraine, before the coup, the real pro-Russian organizations were fragmented and did not sit on the Kremlin's salary. On the other hand, they supported Akhmetov's brainchild, the Party of Regions, with the ever-memorable Viktor Fedorovich, the capitalist party. And when the critical moment, the coup d'etat, came, this party sat in the Rada and actively voted, by the way, together with the Communists. And those patriots of Russia who were not so kind to the authorities stood at Perekop, waiting for trains of friendship with the Banderaites. So guys, you need to know who to pay and who to bet on. Oddly enough, Luzhkov did more good here, who more vividly supported his compatriots in Crimea, and reminded us, sometimes under the threat of a ban on entry, who we are and where our Motherland is. Therefore, you are in vain here, the Anglo-Saxons know how to fight with someone else's hands worse than us, and history is an example of this.
  34. Ribald
    Ribald 23 July 2015 20: 47
    +1
    There is nothing like leather. And the rating must be considered from the end, then it will gain almost 100% reliability and objectivity.
  35. Starik72
    Starik72 23 July 2015 22: 44
    0
    They write that they conducted a survey of 1000 respondents in 20 countries. Who can confirm this ??? They interviewed 10000 respondents, selected 1000 who were satisfied with them, and included them in the rating. So the ratings are ratings, but the paper will endure everything, and the western man in the street eats everything up and does not frown.
  36. Olegater
    Olegater 24 July 2015 01: 09
    +1
    I read the article. Well, the point of publishing all the ratings is to put yourself on display from the best side, for example, this rating (the cement brand "Portland", as you call a company, will build PR). Now, when the impudent ziggle with all the royal geeks, when they kill on the streets of (d) London, the government stupidly throws the Scots with a referendum and they can remember a lot of things so that these impudent drowned with the damned island. And the quote "British soft power is everywhere and is often expressed quite delicately - through the Beatles - nariki, "Harry Potter" - imbecile sharpie, Shakespeare - clown teamroyal family - screaming heil etc. In addition, in many ways, London has overtaken New York as a major global city. thieves, robbers of prostitutes... In terms of the business climate, Britain is also ahead of the rest: according to government figures, it attracts more foreign direct investment than Germany, France or Spain - i.e. more robbed and sold. "And all their treasures are in the destruction of historical monuments and their sale at auction. Syria, Iraq, Libya, Bosnia, etc. Where these utyrk appear there is trouble and blood. They need a different rating on the list." chapter with an island ", which indicates the countries that need to be judged by the whole world and taken out by the VMN.
    And the author is respected and honored, which shows us what it is in his materials (mat, mat, mat.)
  37. andrew42
    andrew42 24 July 2015 14: 17
    0
    All countries in the top ten are not essentially independent states, but are only showcases of branches of transnational usurious clans, which, in turn, at the very least, are united into a consortium tied already to pure Satanism. The only exceptions are unpredictable japas, due to Zen Buddhism, and even then in part. And so, this is a rating of offices like "Horns and Hooves", where in the place of any president / prime minister sits his own zits-chairman Pound. Linden rating, pure PR.