India’s policy towards Afghanistan is the embodiment of the ‘soft power approach’. Soft power, in the crude sense, is the capacity of a state to influence others without twisting arms, threatening or compelling; in other words, it is the capacity to attract the target people and make them do your bidding.

It is also noteworthy that its diplomatic efforts in Somalia presented Turkey with an important opportunity to illustrate its soft power in Africa. It is certainly an indication of Turkey's foreign policy ambition to become a major economic and political player in Africa.

Yet if Serbia can now bring itself into the post-national European mainstream at last, this confirmation of the EU's soft power in transforming and democratizing its post-communist environs could help mitigate the EU's present self-doubt over the euro crisis.

The purchase might invigorate a campaign by the Chinese government to boost the country’s “soft power,” or cultural influence, in the U.S. and other countries...According to Xinhua, the Party’s Central Committee said “China is facing a difficult task in protecting ‘cultural security’ and feeling the urgency of enhancing its soft power and the international influence of its own culture.”

Dilma doing a cameo in a Spike Lee joint, and spotlighting human rights violations. Lula rolls out a new Facebook page and gets tagged at an arts crawl with Dilma. It's all part of the cultural public diplomacy designed to make those who say "they don't care about us" say Go Brazil, Go! before the World Cup and the Rio Olympics.

I previously described the conference I attended -- the Istanbul World Political Forum -- as an illustration of Turkey's emphasis on "soft power." By creating a Davos-like annual meeting oriented towards issues central to emerging economies, the organizers sought to display Turkey's growing importance as a political player

The priciest public-relations expenditure was the 2008 Beijing Olympics, which by some estimates cost $40 billion. The country has financed roads in Brazil, bridges in Zambia, power grids in Cambodia and mining rigs in Uzbekistan. It established Confucius Institutes for Chinese language and culture on 75 US college campuses. It started CCTV America to raise its profile.