Published: 29 October 2024, NIICE Commentary 9690

Author: Dr. Pramod Jaiswal & Mira Rai

Joseph Nye Jr defines “soft power,” as a country’s ability to influence others without resorting to coercion. This process involves countries projecting their values, ideals, and culture across borders to foster goodwill and strengthen partnerships, deriving attractiveness from their cultural, political, and foreign policy initiatives. During the Cold War, the United States and the Soviet Union, as two superpowers, effectively employed soft power as a nonviolent method to promote their cultural, economic, and political values. In international politics, soft power is understood as the capacity to attract and co-opt rather than coerce, playing a crucial role in the context of multilateralism. It encompasses much more than just image-building, public relations, or temporary popularity; it constitutes a form of real power that enables countries to achieve their political objectives.

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The opinions expressed in this article are the author’s own and do not necessarily reflect the official policy, position or view of IRSEA