How Soft Power Works
19 Pages Posted: 6 Sep 2009
Date Written: September 1, 2009
Central questions of paper are: How does soft power works, and what makes soft power. I argue that the concept of soft power is often misunderstood; and that is not only because of its analytic fuzziness and the popular view of power as resources. To narrow the gap, I draw a distinction between power currencies and power resources and identify three generic soft power currencies that I call "beauty", or the resonance of shared norms and purposes; "brilliance", or the shine of capabilities and successes; and "benignity", or the kindness of behavior and attitude. The concept of power currency will enable one to draw a distinction between different ways of shaping preferences. I also assemble a list of common policy tools to project soft power.
Keywords: Soft Power, Smart Power
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