Power

Prescribed Content 2: Types of Power

Soft Power:
A country’s soft power is its ability to make allies and influence people not through military
might, but through its most attractive assets, notably culture, education, language and
values.

In short, it is the things that make people love a country rather than fear it, things that are
often the products of people, institutions and brands rather than the government.

Soft Power Resources and Sources:

1. Economic Power - When states have economic power, other states want to have
good relationships with the economically powerful state so that they can have a
piece of the economic pie through trade arrangements, etc.
2. Relational Power - When states have good relationships with others, they can
influence each other more. Hence states want to have a seat at forums like the G7
and also the UNSC. USA and UK have a historical relationship where they influence
each other in many ways.
3. Structural Power - The ability of a state to shape how the global system operates.
4. Cyber Power - The ability of the internet to create change and influence others.
5. Social and Cultural Power – The ability of cultural institutions like Hollywood to shape
the ‘hearts and minds’ of people towards liberal values.

Limitations of Soft Power

 Soft Power only works with those groups, or in situations where the recipients are
able to receive the messages with an open mind. It does not work in situations
where ideological rooted or extremist groups like terrorists are already radically
indoctrinated with regard to one ideology and therefore are unable to accept any
alternate or opposing ideology. For Example: ISIS, Isolated State Actors (DPRK), failing
states without means and infrastructure to disseminate soft power. USA response to
ISIS and extremism in general requires a mix of hard and soft power to wean people
away from the extremist ideology.
 It is difficult to measure the impact of soft power, as impact is subjective and
intangible.
 Outcomes of Soft Power are long-term rather than short-term.
 In case of conflict, it is not as effective.
Soft Power Case Studies:
Enquiry 1:
Article link: https://www.premiumtimesng.com/opinion/480650-africas-soft-power-in-an-
age-of-global-afrophobia-by-oluwaseun-tella.html?tztc=1

This is a link to an article on Africa’s soft power in an age of global Afrophobia,

By Oluwaseun Tella
Read the article, and, develop answers to the following questions:
1. What, in your opinion, are the strengths of soft power. Support your answer with examples
of successes of soft power.

Enquiry 2:
Article Handouts: Attached these are two articles: one is on how soft power is being used -
with varying degrees of success - by the USA and China, the other is America still holds
the aces in its poker game with China.
Read the articles, and , develop answers to the following questions:
1. What, in your opinion, are the limitations of soft power. Support your answer with
examples
2. How have the concepts of soft power and military power been developed into the idea of
smart power. Again, support your answer with examples.
3. Compare the relative success of American soft power to Chinese soft power projections
and suggest reasons for the different level of success.
4. Do you think it is possible to measure the effectiveness of soft power and how might this
be done?

Enquiry 3:
Article Handouts: Attached is this article is on China’s soft and sharp power by Joseph Nye.

Read the article, and, develop answers to the following questions:

1. What, in your opinion, are the strengths of soft power. Support your answer with examples
of successes.

Enquiry 4:
Article link: https://www.fairobserver.com/region/latin_america/brazil-football-carnival-
culture-soft-power-jair-bolsonaro-news-15521/
This is a link to an article on Is Brazil’s soft power under threat?

1. From where does Brazil source its soft power? Give examples.
2. Why is Brazil losing its soft power?
3. To what extent has Brazil lost its soft power?
 Compare Success of American and Chinese Soft Power:

 During the Cold War years, Marshall Plan and Truman doctrine worked successfully
to prevent West Europe from falling to communism.
 Success of Hollywood: Aspirational Life and Culture.
 Technology as a Soft power tool: Silicon Valley, Google.
 China – Literature through Confucius Institutions outreach at a global level.
 China – Soft Power through Beijing Olympics.
 China – Soft Power through labor resource availability that attract MNCs.
 USA’s Soft Power more successful than China due to cinema outreach, which portrays
their superiority.

Soft Power v/s Hard Power

Soft Power Hard Power

 Power of Attraction  Power of Coercion
 Co-optive Power: Ability to shape  Command Power: Ability to change
the preferences of others through what others do through
influence and attraction. inducements and threats.

Hard Power
It is the ability of one actor (usually the state) to influence others through the use of threats
or rewards, typically involving the use of military ‘sticks’ and economic ‘carrots’, to get
preferred outcomes.

Resources of Hard Power

1. Military Might
2. Economic Sanctions

 Sanctions are economic measures in the form of trade restrictions. Recently

sanctions have been placed on countries like North Korea and Iran to compel them to
stop their Nuclear Weapons programs

Soft Power Hard Power

Influence

Smart Power
Attraction
Smart Power
It is the strategic use of Soft and Hard Power Resources

Case Study

This morning, the Administration released a progress report on Afghanistan and

Pakistan and clearly pointed out the importance of civilian power, stating “the denial
of extremist safe havens cannot be achieved through military means alone, but must
continue to be advanced by effective development strategies.”
The executive summary of the Afghanistan and Pakistan Annual Review makes
clear that using smart power has been effective in the battle against al-Qaeda in both
critical countries. For Afghanistan, the review notes, “U.S. civilian and military
integration has significantly improved, with coordinated efforts now occurring at
every level.” And in Pakistan, “Civilian assistance increased with more aid flowing
through Pakistani institutions.”
The report goes even further for Pakistan saying that this year, the United States-
Pakistan relationship was improved through the Strategic Dialogue. It says, “The
Dialogue improved mutual trust, prompted attention to reforms critical to long-term
stability, and addressed development objectives important to the people of Pakistan.
Civilian assistance increased with more aid flowing through Pakistani institutions,
improved civilian stabilization activities, the development of critical energy and other
infrastructure, and a robust flood response and recovery effort.”
Secretary Gates has said, “Without development, we will not be successful in either
Iraq or Afghanistan. And so in the fights we’re in, the civilian component is
absolutely critical to success.” As the U.S. continues its efforts in Afghanistan and
Pakistan, we must continue to provide the resources our civilian-led operations need
to finish the job.
Debate on the Changing Nature of Power from Hard to Soft

 Growth of Interdependence and Interconnectedness.

 People see, hear and know more of what happens around the globe.
 Cross border flows of images, information and ideas makes it easier for people to
form judgements about another’s culture, values and other states’ domestic policy.
 Popularity of the ideals of democracy, white operates through soft power
mechanisms (personalities and images of leaders and parties) – “hearts & minds” of
people.
Does this mean that military power has become redundant, when not matched with
hearts and minds strategy.

 States trying to influence using soft power still spend on their Militaries, like USA and
China.
 State Sovereignty and National Security is still very important as state system still
defended by territorial borders and military might is thus needed to secure against
transgression of borders. For example: China increasing arms in disputed territories.
 Nuclear Programs and the presence of Nuclear Weapons in countries like DPRK,
shows that military power and might is required to achieve desired outcomes.