soft power
The CIA was never among the world's most trusted global brands, even among U.S. allies, but torture revelations have diminished U.S. claims to moral leadership and reduced its "soft power".
According to the American-born filmmaker and writer, Ukraine is just the latest country in a long list to fall prey to “America’s soft power technique called ‘Regime Change 101.'"
The Australian government has an elaborate campaign, including a 600-page bureaucratic handbook, to build its international image using koalas.
According to Joseph Nye, the American political thinker who developed the concept of soft power, American culture is one of the pillars of the US power structure and instrumental in the projection of that power. The Iranian leadership fears that normal relations will result in the expansion of trade and commerce and thus, suddenly, increase the number of Iranians visiting the US and vice versa.
The inherent assumption that the European Union’s status as a non-military, ethical actor and therefore a source for good within the international system is based heavily on the idea that it represents and projects the norms of the European people
Takeshi Matsui’s new article, "Nation Branding through Stigmatized Popular Culture: The Cool Japan Craze Among Central Ministries in Japan", has recently been published in Hitotsubashi Journal of Commerce and Management. This article explains how various Japanese ministries are competing to promote “Cool Japan” and make Japanese “content industry” more attractive in order to enhance Japanʼs soft power.
Acknowledging the failure of fifty years of economic sanctions, President Obama announced his intention to "leave behind the legacy of both colonization and communism" and normalize relations with the island nation.