ฝึกพูดภาษาอังกฤษด้วยเทคนิค Shadowing จากวิดีโอ: What Is Soft Power? Definition, Origins, and Examples | Harvard Belfer Center

For much of history, power in international affairs has been defined by two core elements, military force and economic leverage.

Nations sought to advance their interests by projecting strength, whether through armed intervention or financial tools such as trade agreements or sanctions.

Although cooperative tools could be part of this mix, power was viewed most often as fundamentally coercive.

But in the late 20th century, a Harvard Kennedy School professor named Joseph Nye noticed something missing.

Well, in the 1980s, there was a belief that the United States was in decline.

I thought that was wrong.

And I totaled up America's military power and America's economic power, and I said, there's still something missing.

It's that ability to attract others as well as to coerce them or to pay them.

and I called it soft power.

Soft power is the power of attraction.

It's the magnetic pull of a country's story, the appeal of its way of life, the credibility of its leadership.

Through this appeal, a country can convince others to join with it, no coercion required.

Soft power helped shape one of the defining conflicts of the 20th century, the Cold War.

While the US and Soviet Union never went head-to-head on the battlefield, they competed fiercely for influence.

And often, attraction mattered more than arsenals.

Take the Marshall Plan.

After World War II, the U.S helped rebuild Western Europe, an initiative intended to counter Soviet influence and benefit the U.S economy,

but one that also made America an attractive partner and example for generations of Europeans.

When the Cold War ended and the Berlin Wall went down, it didn't go down under a barrage of artillery.

It went down under hammers

and bulldozers wielded by people in Eastern Europe whose minds had been affected by what they heard from Western Europe

and the United States.

Music, culture, news broadcasts, and democratic ideals had long been seeping through.

Soft power, not hard power, undermined the Soviet hold on the other side of the Iron Curtain.

But soft power is often misunderstood.

First, it's not just anything that isn't military.

Trade sanctions, for example, are economic, but coercive.

That's still hard power.

Second, soft power isn't always benign.

It can be used for good or for harm.

Extremist groups have used distorted narratives to attract followers.

doesn't always come from virtue.

Third, soft power isn't uniquely American.

Other countries and non-state groups, too, seek to boost their influence through attraction.

Unlike tanks or trade, soft power can't be weighed or measured easily.

But researchers and governments try, by looking at cultural reach, diplomacy, global polling, and reputation.

And in today's digital world, soft power flows faster than ever.

A viral video, a global brand, or a trusted voice can shape perceptions around the world instantly.

Today, soft power is shaped not just by governments, but by individuals, movements, and memes.

Everyone with a smartphone has the power to publish.

But credibility matters.

In a noisy world, the most attractive voices are the ones people trust.

For future leaders of countries, companies and communities, understanding soft power isn't optional.

It's essential.

Any leader has to remember that their attractiveness is crucial.

You can get a certain amount of followership by coercion or payment,

but you'll get far more if you can combine hard power with attraction of soft power.

Politically, this means strategy, investment, and building global relationships.

It's about building a reputation people want to be associated with, a story people want to be part of.

Soft power reminds us that influence doesn't always wear a uniform or carry a briefcase full of cash.

Sometimes the most powerful force in the world is a compelling idea, or the values that others choose to follow.

And in the 21st century, the ability to attract, not just compel, may be the true test of global leadership.

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ฝึกพูดภาษาอังกฤษด้วยเทคนิค Shadowing จากวิดีโอ: What Is Soft Power? Definition, Origins, and Examples | Harvard Belfer Center

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