|Joseph S. Nye, Jr. (Photo credit: Wikipedia)|
Soft power is a concept developed by Joseph Nye to describe the ability to attract and co-opt rather than coerce and rather than using force or money as a means of persuasion.Power is the ability to influence the behavior of others to get the outcomes you want and there are several ways one can achieve this: you can coerce them with threats; you can induce them with payments; or you can attract and co-opt them to want what you want. This soft power- getting others to want the outcomes you want- co-opts people rather than coerces them. It can be contrasted with 'hard power', which is the use of coercion and payment. Soft power can be wielded not just by states but also by all actors in international politics, such as NGOs or international institutions. It is also considered the "second face of power" that indirectly allows you to obtain the outcomes you want.
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Joseph Nye, Soft Power, foreign policy, international diplomacy, war on terror
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