Joseph Nye_Public diplomacy and soft power

://ann.sagepub.com/content/616/1/94Theonlineversionofthisarticlecanbefoundat: DOI:10.1177/00027162073116992008616:94TheANNALSoftheAmericanAcademyofPoliticalandSocialScienceJosephS.Nye,Jr.PublicDiplomacyandSoftPower  Publishedby:  AmericanAcademyofPoliticalandSocialSciencecanbefoundat:ScienceTheANNALSoftheAmericanAcademyofPoliticalandSocialAdditionalservicesandinformationfor     : : : : : WhatisThis? -Feb13,2008VersionofRecordatShanghaiInternationalStudiesUniversityonDecember4,2011ann.sagepub.comDownloadedfrom94ANNALS,AAPSS,616,March2008Softpoweristheabilitytoaffectotherstoobtaintheoutcomesonewantsthroughattractionratherthancoercionorpayment.Acountry’ssoftpowerrestsonitsresourcesofculture,values,andpolicies.Asmartpowerstrategycombineshardandsoftpowerresources.Publicdiplomacyhasalonghistoryasameansofpromotingacountry’ssoftpowerandwasessentialinwinningthecoldwar.Thecurrentstruggleagainsttransnationalterrorismisastruggletowinheartsandminds,andthecurrentoverrelianceonhardpoweraloneisnotthepathtosuccess.Publicdiplo-macyisanimportanttoolinthearsenalofsmartpower,butsmartpublicdiplomacyrequiresanunderstandingoftherolesofcredibility,self-criticism,andcivilsocietyingeneratingsoftpower.Keywords:power;softpower;hardpower;smartpower;publicdiplomacyPoweristheabilitytoaffectotherstoobtaintheoutcomesyouwant.Onecanaffectoth-ers’behaviorinthreemainways:threatsofcoercion(“sticks”),inducementsandpayments(“carrots”),andattractionthatmakesotherswantwhatyouwant.Acountrymayobtaintheoutcomesitwantsinworldpoliticsbecauseothercountrieswanttofollowit,admiringitsvalues,emulatingitsexample,and/oraspiringtoitslevelofprosperityandopenness.Inthissense,itisimportanttosettheagendaandPublicDiplomacyandSoftPowerByJOSEPHS.NYEJR.JosephS.NyeJr.isadistinguishedserviceprofessorandformerdeanofHarvard’sKennedySchoolofGovernment.Hereceivedhisbachelor’sdegreesummacumlaudefromPrincetonUniversity,didpostgraduateworkatOxfordUniversityonaRhodesScholarship,andearnedaPhDinpoliticalsciencefromHarvard.Hehasservedasassistantsecretaryofdefenseforinterna-tionalsecurityaffairs,chairoftheNationalIntelligenceCouncil,anddeputyassistantsecretaryofstateforsecurityassistance,scienceandtechnology.In2004,hepublishedSoftPower:TheMeanstoSuccessinWorldPoliticsandThePowerGame:AWashingtonNovel,andin2008,ThePowerstoLead.HeisafellowoftheAmericanAcademyofArtsandSciences,theBritishAcademy,andtheAcademyofDiplomacy.DOI:10.1177/0002716207311699atShanghaiInternationalStudiesUniversityonDecember4,2011ann.sagepub.comDownloadedfromattractothersinworldpolitics,andnotonlytoforcethemtochangethroughthethreatoruseofmilitaryoreconomicweapons.Thissoftpower—gettingotherstowanttheoutcomesthatyouwant—co-optspeopleratherthancoercesthem.1Softpowerrestsontheabilitytoshapethepreferencesofothers.Attheper-sonallevel,weallknowthepowerofattractionandseduction.Politicalleadershavelongunderstoodthepowerthatcomesfromsettingtheagendaanddeterminingtheframeworkofadebate.Softpowerisastapleofdailydemocraticpolitics.Theabilitytoestablishpreferencestendstobeassociatedwithintangibleassetssuchasanattractivepersonality,culture,politicalvaluesandinstitutions,andpoliciesthatareseenaslegitimateorhavingmoralauthority.IfIcangetyoutowanttodowhatIwant,thenIdonothavetoforceyoutodowhatyoudonotwant.Softpowerisnotmerelyinfluence,thoughitisonesourceofinfluence.Influencecanalsorestonthehardpowerofthreatsorpayments.Andsoftpowerismorethanjustpersuasionortheabilitytomovepeoplebyargument,thoughthatisanimportantpartofit.Itisalsotheabilitytoenticeandattract.Inbehav-ioralterms,softpowerisattractivepower.Intermsofresources,softpowerresourcesaretheassetsthatproducesuchattraction.Whetheraparticularassetisanattractivesoftpowerresourcecanbemeasuredthroughpollsorfocusgroups.Whetherthatattractioninturnproducesdesiredpolicyoutcomeshastobejudgedineachparticularcase.Butthegapbetweenpowermeasuredasresourcesandpowerjudgedbytheoutcomesofbehaviorisnotuniquetosoftpower.Itoccurswithallformsofpower.BeforethefallofFrancein1940,forexample,BritainandFrancehadmoretanksthanGermany,butthatadvantageinmilitarypowerresourcesdidnotaccuratelypredicttheoutcomeofthebattle.Thisdistinctionbetweenpowermeasuredinbehavioraloutcomesandpowermeasuredintermsofresourcesisimportantforunderstandingtherelationshipbetweensoftpowerandpublicdiplomacy.Ininternationalpolitics,theresourcesthatproducesoftpowerariseinlargepartfromthevaluesanorganizationorcountryexpressesinitsculture,intheexamplesitsetsbyitsinternalpracticesandpolicies,andinthewayithandlesitsrelationswithothers.Publicdiplomacyisaninstrumentthatgovernmentsusetomobilizetheseresourcestocommuni-catewithandattractthepublicsofothercountries,ratherthe