Definition
The ability to shape the preferences of others through attraction and persuasion rather than coercion or payment.
Theoretical Context
Joseph Nye described soft power as the ability to shape others' preferences through attraction rather than coercion or payment. Culture, values and perceived policy legitimacy can be resources, but they do not automatically produce influence. Public diplomacy is a possible tool, not a synonym for soft power.
Key Thinkers
Joseph S. Nye Jr.
Examples in Practice
01
International education exchanges
Scholarship programmes and exchanges can foster attraction, trust and professional networks across societies.