THE HARD TRUTH OF SOFT POWER:

Think Again: Soft Power (Joseph S. Nye Jr., 1 March 2006, Foreign Policy)

“Soft Power Is Cultural Power”

Partly. Power is the ability to alter the behavior of others to get what you want. There are basically three ways to do that: coercion (sticks), payments (carrots), and attraction (soft power). British historian Niall Ferguson described soft power as “non-traditional forces such as cultural and commercial goods”—and then promptly dismissed it on the grounds that “it’s, well, soft.” Of course, the fact that a foreigner drinks Coca-Cola or wears a Michael Jordan T-shirt does not in itself mean that America has power over him. This view confuses resources with behavior. Whether power resources produce a favorable outcome depends upon the context. This reality is not unique to soft-power resources: Having a larger tank army may produce military victory if a battle is fought in the desert, but not if it is fought in swampy jungles such as Vietnam.

A country’s soft power can come from three resources: its culture (in places where it is attractive to others), its political values (when it lives up to them at home and abroad), and its foreign policies (when they are seen as legitimate and having moral authority). Consider Iran. Western music and videos are anathema to the ruling mullahs, but attractive to many of the younger generation to whom they transmit ideas of freedom and choice.

The popularity of Coke is hardly the best example in a nation where the idea of democratic legitimacy is universally accepted.

Posted by Orrin Judd at March 3, 2006 4:25 PM