An Unclear Attraction: A Critical Examination of Soft Power as an Analytical Category

The concept of soft power Joseph Nye proposed almost two decades ago has provided academics and policymakers with a tool through which to refer to sources of influence other than military force and economic payoffs. The notion of soft power captures the idea that assets less tangible than bombs or cheque books, such as culture and values, also act as power resources. In Nye’s own words, ‘When you can get others to admire your ideals and to want what you want, you do not have to spend as much on sticks and carrots to move them in your direction.’ 1 Since it was first introduced, the concept of soft power has arguably had impact on both analysts and practitioners of foreign policy. Actors in the policy world have employed the concept of soft power to highlight the importance of a comprehensive foreign policy that incorporates cultural and public diplomacy. Policymakers in various countries have adopted this terminology to advance and justify their international efforts towards cultural promotion and public outreach. As one US State Department official testified before the US Senate, ‘Along with the ‘‘hard power’’ exercised by the military, the ‘‘soft power’’ of public diplomacy ... is an essential support in advancing U.S. interests abroad.’ 2 Similarly, the