This chapter focuses on the Cold War’s intangible (or ‘soft power’) aspects. First, discussion centres on economic competition in trade, agricultural productivity and developmental aid. Analysis then moves to culture, looking at competition in terms of cultural output and influence, before assessing how culture links to notions of identity, ideology and society. Who tells the story of the Cold War? Can a story which impacts on every facet of society and culture be told by focussing on diplomats, statesmen and interstate relations? Emphasis is given to transdisciplinary research in the fields of gender, religion, Human Rights and the counter-culture, as well as to transnational links and international cooperation, for example in the environment and biosphere, medicine and the role of the United Nations.