soft power
Not long ago, China was a soft-power juggernaut. Media accounts highlighted Chinese leaders’ thoughtful forays abroad, depicting policymakers that were respectful of others’ opinions, willing to listen, humble to a fault, and reluctant to dispense unsolicited advice. Here was a country that was content to allow its own example of success to speak for itself.
Social media and public diplomacy are spinning a web for worldly Asian states. In this digital age of me, myselfie and I, we all know the power of social media to help us present our best face to the world. From Facebook to Instagram, YouTube to Twitter, we carefully cultivate everything about our lives; broadcasting ourselves, ‘bio-blogging’, ‘photo-shopping’ and massaging the mundane into the profound in a never-ending quest for likes, followers, +’s, pins, retweets and reposts.
At least the birthplace of the First Amendment managed to come in one spot ahead of Haiti. Every year, Reporters Without Borders ranks 180 countries in order of how well they safeguard press freedom. This year, the United States suffered a precipitous drop. The latest Press Freedom Index ranked the U.S. 46th.
Soft power proponents tend to forget that the purpose of soft power, as with public diplomacy more broadly, is to advance the strategic interests of your country. The goal is not be “nice” or transiently popular, but to advance toward your foreign policy goals. Public diplomats are not social workers, and they should not allow themselves to be seen as such.
“Soft power” is an important element of foreign policy, emphasizing attraction rather than coercion. The concept, popularized by Harvard professor Joseph Nye, provides counterbalance to the infatuation with hard power, especially military force, which has been driven by the accelerated development of “smart” weaponry. Drones, for example, are appealing to their users because their “pilots” may be thousands of miles away, wholly out of danger while people on the ground are dying. It is war without cost for one side.
Soft power proponents tend to forget that the purpose of soft power, as with public diplomacy more broadly, is to advance the strategic interests of your country. The goal is not be “nice” or transiently popular, but to advance toward your foreign policy goals. Public diplomats are not social workers, and they should not allow themselves to be seen as such.
When, fifteen years ago, Vladimir Putin was appointed Prime Minister under the ailing Boris Yeltsin, few would have thought that he was to become one of Russia’s longest-serving political leaders in living memory. Fifteen years into his “era,” Putin has reached unassailable heights of prestige, masterly defeating his would-be challengers among street protesters and oligarchs and getting more than a bang for his ruble on the international stage.