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Soft Power Analysis and Resource Centre

Working towards changing the world for good (watch video)

Macquarie University's Soft Power Analysis and Resource Centre (SPARC) is the first dedicated centre associated with soft power and public diplomacy in Australia.  SPARC has the potential to be a focal point and significant source of leadership for research and initiatives that support this area of emerging global significance and importance.

Macquarie University advocates the ethical use of soft power in public diplomacy and governance, and views the use of soft power as vital in building future relations between nations, organisations and communities.

SPARC will advance and enrich the study and practice of soft power and public diplomacy through:

  • research and analysis
  • education and training programs
  • post graduate courses in public diplomacy
  • consulting engagements
  • public lectures and events
  • collaborative partnerships and joint projects

Photo by Feng Yongbin_China Daily
Premier Wen Jiabao dons a traditional hat given to him by Indian youths at the Great Hall of the People in Beijing. The group was on a 10-day visit as part of the Year of China-India Exchange. [Photo by Feng Yongbin/China Daily]. 2011.

Outreach within the Asia Pacific Region

As neighbouring countries, China and India's steady rise towards becoming leading world economic powers creates strategic opportunities and challenges for Australia. SPARC can play a significant role in actively advocating and nurturing spaces of soft power between our three countries. 

Encouraging and implementing cooperative projects between diasporic communities will further increase inter-country cultural understanding and respect and contribute to the greater likelihood of continued cooperation, and productive economic relations.  In this way, the arts, science, technology, industry, education and media will have an important role to play.

China Daily on Colours of India

SPARC-Launch video

ABC Big Ideas - Complete SPARC Launch by Joseph Nye


Event footage

Watch the inaugural lecture of the Master Class in Public Diplomacy, by Hon. John Howard OM AC, Former Prime Minister of Australia.

SPARC - Antipodal Soft Power

Watch an online video from the 2011 Bruce Allen Memorial Lecture - Broadcasting Australia: Antipodal Soft Power ( Maurice Newman A.C., Chairman, ABC).


Naren Chitty speaks on an Advocating Role for Australia. 

What is Soft Power?

Soft power is the power of attraction. It is constituted by institutional, cultural and place magnetism.

It can be expressed in terms of the most attractive and compelling characteristics of a country and culture; the things that captivate and draw others without coercion. This magnetism is soft power, and magnets such as cultural products, cities, museums, media, education and values are among the many soft power resources.


For information about SPARC, please contact Professor Naren Chitty A.M.
Phone: (02) 9850 2160
Fax: (02) 9850 2101