Understanding ‘Soft Power’ and the global power shift

Three powerful documentaries exploring the nature of ‘Soft Power’.

Soft power is the ability to attract and co-opt, rather than coerce (hard power). Soft power is the ability to shape the preferences of others through appeal and attraction. A defining feature of soft power is that it is non-coercive; the currency of soft power is culture, political values, and foreign policies.

Soft Power: The US and the Middle East | Al Jazeera World

McAmerica: The Success Secrets of Brand USA | Empire

A collection of Joseph Nye’s talks on Soft Power

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