SOFT POWER ALSO BY JOSEPH 8. NYE, JR. The Means to Success Why the nore me Cau (2002) ; in We orld Politics Understanding international Conflicts: An Introduction to Theory and History, ath ed. (2002) Bound to Lead: The Changing Nature of American Power (1990) ! ‘Niwlear Ethics (1986) JOSEPH S. NYE, JR. Hawks, Doves and Owls An Agenda for Avoiding Nuclear War, coauthored with Graham Allison and Albert Carnesale (1985) ower and Interdependence: World Policies in Transition, coauthored with Robert O, Keohane (1977; 3rd ed. with additional material, 2000) Peace in Parts: Integration and Conflict in Regional Organization (1972) Pan Africanism and Best African Integration (1965) PusricArrars New YorkCopyright © 2004 by Joseph S. Nye, Jr: Published in the United States by PublicAaire™, 1 meraber ofthe Perseus Books Group. All rights reserved. Brinced in the United States of America, [No part ofthis book may be reproduced in any manner whatsoever without ‘written permission except inthe case of brief quotations embodied in critical articles and seviews, For information, address PublicAffirs, 50 West s7th Street, Suite 1322, New York, NY s0107. PublieAffairs books are available at special discounts for bale pureases in the U.S. by corporations institutions, ‘and other organizations, For more information, please contact the Special Markets Department at Ge Perseus Books Group, 11 Cambridge Center, Cambridge, MA o2142, call (617) 252-5298, or email specialmakets@perseusbooks.com. Bookedesign by Jane Raese exe etin 11-point Janson Library of Congress Cataloging-in-Publication Date Nye, Jx, Joseph S. Soft power: the means to success in world polities / Nye, Jr, Joseph S—ast ed. pom, Includes bibliographical references and indes. 830 1-586 48-225-4 +, United States—Foreigm relations—Philosophy. 2. Power Social sciences)-—United States. 3, United States—Foreign relations—z001~ 4. World politics—r989- L Tide, se1gfo.ing 2004 327-73—dex2 2003069016 24681097534 For my mother, Else, sand my sisters, Deb, Nau, and ElleACKNOWLEDGMENTS came from Graham Allison, Mark Moore, John Ruggie, Stephen ‘Walt, and Joan Goodman Williamson. Other friends, former sta dents, and family who provided valuable assistance included Kurt Campbell, Fen Hampson, Stanley Hoffmann, Ann Hollick, Peter Feaver, Ben Nye, and Stephen Yetiv. A special category must be re- served for Robert Keohane, my close friend and collaborator for ‘more than three decades. No: only has he provided careful criticism of the draft chapters, but alsoT have learned so much from our coau- thorships and conversations over the years that T should grant him ‘one unending footnote for everything I write. And I am grateful to ‘Kate Darnton for a fine job of intelligent and sensitive editing. As always, my deepest debt is to Molly Harding Nye, a woman with wondrous soft power. CHAPTER ONE The Changing Nature of Power Mz ‘THAN FOUR CENTURIES AGO, Niccolo Machiavelli advised princes in Italy that st was more important to be feared than to be loved. But in today’s world, it is best to be both, Winning hearts and minds has always been important, but itis even more so in 2 global information age. Infcrmation is power, and modern in- formation technology is spreading information more widely than ever before in history. Yet political leaders have spent lite time thinking about how the nature of power has changed and, more specifically, about how to incorporate the soft dimensions into their strategies for wielding power. WHAT Is POWER? Power is like the weather. Everyene depends on it and talks about it, but few understand it. Just as farraers and meteorologists try to fore- cast the weather, political leaders and analysts try to describe and predict changes in power relationships. Power is also like love, easier to experience than to define or measure, but no less real for that. ‘The dictionary tells us that power is the capacity to do things. At this most general level, power means the ability to get the outcomes cone wants. The dictionary also tells us that power means having the