Joseph Nye - On Soft Power

Summary

The transcript explores the concepts of 'hard power' and 'soft power' in international relations. 'Hard power' refers to coercion and payment, while 'soft power' involves attraction and persuasion. The fall of the Berlin Wall exemplifies soft power, as it was not brought down by force but by cultural influence. The United States and China are highlighted as nations investing in soft power through cultural diplomacy and public outreach. Soft power's effectiveness can fluctuate based on a country's policies and actions, and it can be both a tool for democracies and totalitarian regimes. The discussion emphasizes the importance of a balanced approach, combining hard and soft power for effective international engagement.

Takeaways

• 💪 Power can be wielded through three means: coercion, payment, and attraction. Coercion and payment are 'hard power,' while attraction and persuasion are 'soft power.'
• 🛠️ The Cold War's end and the fall of the Berlin Wall exemplify the influence of soft power, as minds were changed through ideas and values rather than military force.
• 🎬 Culture, values, and institutions, like Hollywood and Harvard, play a major role in shaping a country's soft power, especially for the U.S.
• 🇨🇳 China is investing heavily in soft power, but its controlled civil society limits its international influence compared to more open societies.
• 🗣️ Public diplomacy involves communication between societies, not just governments, and modern tools like 'Twitter diplomacy' have expanded its reach.
• 🚩 Soviet soft power eroded over time due to internal repression and aggressive policies, like the invasion of Hungary, despite their initial post-WWII appeal.
• 🇳🇴 Small countries like Norway can effectively use soft power through positive policies like peacebuilding and international aid.
• 📉 The U.S. suffered a major loss of soft power after the Iraq invasion but regained some through humanitarian efforts, such as tsunami relief.
• 🎶 Soft power is not a zero-sum game; countries can simultaneously increase each other's soft power, like the U.S. and China through cultural exchanges.
• 💡 A smart power strategy combines both hard and soft power, ensuring that they reinforce each other for maximum effectiveness in diplomacy.

Q & A

What are the three ways to achieve what you want?

The three ways to achieve what you want are through coercion, payment, or attraction and persuasion.

What is the difference between hard power and soft power?

Hard power is the ability to get what you want through coercion and payment, while soft power is the ability to get what you want through attraction and persuasion.

How did the Berlin Wall fall as an example of soft power?

The Berlin Wall fell not under a barrage of hard power but due to people wielding hammers and bulldozers, reflecting a change in mindset influenced by culture, values, and ideas.

What role does culture play in soft power?

Culture, along with values and ideas, can create soft power by attracting people and persuading them to change their views.

How does the United States utilize soft power?

The United States uses soft power through public diplomacy, cultural programs, and the influence of American entertainment, universities, and civil society.

What has China been doing to increase its soft power?

China has been investing billions of dollars to increase its soft power, although it faces challenges due to its government's control over civil society.

Can totalitarian societies wield soft power?

Yes, totalitarian societies can wield soft power, as exemplified by Adolf Hitler's use of propaganda and cinema.

What is the significance of public diplomacy in soft power?

Public diplomacy is significant because it involves communication with the public in another country, not just between states, and can enhance soft power through cultural diplomacy.

How can a country's policies enhance its soft power?

A country's policies, such as being seen as a peacemaker or dedicating a significant portion of its GDP to overseas development assistance, can enhance its soft power.

What impact did the invasion of Iraq have on the United States' soft power?

The invasion of Iraq led to a significant loss of soft power for the United States, particularly in Western Europe and Indonesia, as public opinion polls showed a substantial decrease in attractiveness.

How can soft power be regained after a decline?

Soft power can be regained through actions that demonstrate the attractive aspects of a country's culture, such as providing humanitarian aid, which can lead to increased appreciation and improved public opinion.

What is the role of a diplomat in smart power strategy?

A diplomat plays a crucial role in a smart power strategy by combining hard and soft power, ensuring that their actions reinforce each other, and accurately representing their country's culture at various levels.