The value of science centres and museums to society is changing. From depositories for collections, to places to explore, question and understand scientific phenomena – they are now being seen as generators of soft power for their nation around the world. A relatively new notion for science centres and museums, soft power is the exercise of influence through attraction, persuasion, and agenda-setting rather than military or economic coercion. Exercising soft power is to communicate with a larger audience and seek attitudinal change over a longer period of time, and is more important than ever in an increasingly digitally connected world.

In this session we will explore what we mean by soft power and explore how we are becoming a part of this discussion. We will focus on the particular opportunities and constraints for science museums and science centres in this area: do we know what they are and are we equipped to face them; and what can we learn from the arts sector?