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Concept
Soft power
Summary
In politics (and particularly in international politics), soft power is the ability to co-opt rather than coerce (in contrast with hard power). It involves shaping the preferences of others through appeal and attraction. A defining feature of soft power is that it is non-coercive; the currency of soft power includes culture, political values, and foreign policies. In 2012, Joseph Nye of Harvard University explained that with soft power, "the best propaganda is not propaganda", further explaining that during the Information Age, "credibility is the scarcest resource".
Nye popularised the term in his 1990 book, Bound to Lead: The Changing Nature of American Power.
In this book he wrote: "when one country gets other countries to want what it wants might be called co-optive or soft power in contrast with the hard or command power of ordering others to do what it wants". He further developed the concept in his 2004 book, Soft Power: The Means to Success in World Politics.
The Oxford English Dictionary records the phrase "soft power" (meaning "power (of a nation, state, alliance, etc.) deriving from economic and cultural influence, rather than coercion or military strength") from 1985.
Joseph Nye popularized the concept of "soft power" in the late 1980s.
For Nye, power is the ability to influence the behavior of others to get the outcomes you want. There are several ways one can achieve this: one can coerce others with threats; one can induce them with payments; or one can attract and co-opt them to want what one wants. This soft power – getting others to want the outcomes one wants – co-opts people rather than coerces them.
Soft power contrasts with "hard power" - the use of coercion and payment. Soft power can be wielded not just by states but also by all actors in international politics, such as NGOs or international institutions. It is also considered by some an example of the "second face of power"
that indirectly allows one to obtain the outcomes one wants.
Official source
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