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Soft Power By Joseph Nye

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Soft power is a term introduced by Joseph Nye a decade ago addressing the means and tools that nation use to obtain dominance in the political field avoiding using any military action “hard powers”. In other words, soft powers are the level of attractiveness a nation has over other nations and the tools that enable this nation to shape the political agendas and political decisions of others in its favor.
The concept of ‘soft power’, coined by Joseph S. Nye several years ago (Nye, 2004) highlighted that, in addition to economic and military power, a third component of power – soft power – ‘rests on the ability to shape the preferences of others (Nye, 2004:5). More than merely influence, ‘soft power’ in his definition “is the ability to attract” …show more content…

Nye recognizes the limitations of opinion polls, but considers them "a good first approximation of both how attractive a country appears and the costs that are incurred by unpopular policies."
Military force, too, has limitations. Even as military capabilities grow, its limitations increase. Tiny European armies controlled vast empires in the 19th century. Today, democracies are more focused on welfare than on glory. It requires considerable moral justification to ensure moral support for conflict. "The most powerful states have lost much of the lust to conquer."
"In their relations with each other, all advanced democracies are from Venus." "The existence of such islands of peace is evidence of the increasing importance of soft power where there are shared values about what constitutes acceptable behavior among similar democratic states. In their relations with each other, all advanced democracies are from Venus." Unfortunately, this is primarily true only in the advanced nations. War fevers rage in many third world nations - only mercifully constrained by their limited military capabilities.
Typically, these are nations and peoples with little access to free markets and international …show more content…

But the main point of critique and disapproval is that the ‘Bush administration needs to recognize that the elite Arab public can speak for itself. It deeply resents being condescended to and ignored. Only by treating Arabs and Muslims as equals, listening carefully and identifying points of convergence without minimizing points of disagreement, will a positive message get through’.38 True dialogue, rather than mere one-way communication, is therefore seen as the essential starting point to fix the US’s serious – but probably not yet fatal – image problem around the world. With the United States having de facto responsibility for the economic and political transformation of Iraq, public diplomacy may only be effective when the basic rules of marketing are followed, in particular that the ‘product matches up to the

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