* By Nerina Van Domselaar

Last April 23rd, Argentina celebrated Book Day, as it does every year. This worldwide celebration aims to promote reading among young people and to honor authors who have contributed to the social and cultural progress of humanity through literature.

The British Embassy in Argentina posted a photo on the official Twitter account of two global cultural icons: Harry Potter and Mafalda . The post was accompanied by the text: “Two of our favorite literary characters, flying together. #WorldBookDay.”

Two of our favorite literary characters flying together. 🧹✨ #WorldBookDay pic.twitter.com/GYWIStkYfX

This post can be framed within an idea of fostering a cultural connection with Argentine citizens. This is done not only to project a positive image on social media, but also to generate influence within the country. The use of the character Mafalda ultimately becomes a cultural tool for creating influence without the need for military or economic power.

The strategy can be interpreted through the concept of Soft Power , a term developed by political scientist Joseph Nye to explain a country's ability, in this case the United Kingdom, to influence other countries through culture, education, values, communication, and diplomacy.

Mafalda as a symbol of Argentine history

Mafalda is an Argentine comic strip created in the 1960s by cartoonist Quino . It stars a young girl, a reflection of the middle class and progressive youth of that era, who is concerned about world peace and the adult world. In the comic strip, Quino sought to reflect on that revolutionary society, marked by political debates, social injustices, education, and the pursuit of a better world.

Over time, Mafalda became an Argentine cultural icon, gaining worldwide recognition. Her popularity spread to various Latin American countries, as well as some European countries, and in 2025 she was included on The New Yorker 's list of best books of the year—an American magazine that publishes essays, investigative reports, and fiction.

British Soft Power

To view the post made by the institution as a mere isolated event would overlook some key points for understanding the Soft Power strategy. The use of Argentine cultural icons is implemented with the idea that citizens perceive a closeness and connection between different cultures. It generates a kind of empathy and humanization of the Embassy within the public, allowing the United Kingdom to create a positive and friendly image, thereby exerting influence and strengthening symbolic ties through recognized cultural elements.

Mafalda is a character historically associated with positive values such as critical thinking, peace, human rights, and education. Therefore, using her allows for the creation of an image linked to these same values.

In a context where the Argentine-British relationship has historical tensions such as the sovereignty in the Malvina Islands, using friendly symbols can serve as a way to soften the institutional image and approach the public from an emotional and more cultural, rather than political, place.

* Nerina Van Domselaar, is 22 years old, was born in the city of Chivilcoy and is currently in her third year of a degree in Social Communication at the National University of La Plata.