Soft Power Diplomacy

Soft power diplomacy in history

During the late 18th century, Catherine the Great of Russia employed soft power diplomacy through a policy of enlightened absolutism. This approach emphasized the importance of education and culture in diplomatic relations. Catherine established numerous schools, universities, and museums and hosted foreign diplomats at her court to showcase her achievements. She expanded Russia’s cultural influence through her support of the arts, leading to her policies being dubbed the “Russian Miracle”.

What is the difference between soft power and hard power?

Hard power refers to using coercion, military or economic force to influence another state’s behaviour. Soft power is the ability to shape the preferences of others through the use of culture, values, and ideas. Soft power attempts to influence indirectly by creating a desire for the power holder’s goals, whereas hard power relies on coercion and military power to achieve its objectives.

What are diplomatic instruments of soft power?

Soft power resources are used in numerous contexts in international relations and world politics.

E-diplomacy is an essential tool of soft power. It includes using websites, blogs, and social media to shape public opinion and influence global conversations. During the Arab Spring, the importance of social media led to the use of Twitter and Facebook diplomacy. You can learn more about using social media and other online tools to increase soft power. 

Cultural diplomacy is a crucial way to connect with different groups and help people understand the values and culture of a country. Cultural diplomacy includes:

• The organization of festivals and exhibitions.
• The exchange of artists.
• Support for film and other art projects.

Cultural diplomacy is part of the broader umbrella concept of public diplomacy.

Education diplomacy is becoming more critical as countries use educational exchanges and scholarships to build relationships, international prestige, and soft power. This includes providing opportunities to study abroad and educational programs and exchanges to improve diplomatic relations and international cooperation. Typically, students and academics participating in educational exchange programmes develop a positive image and bond. 

Public diplomacy connects with people worldwide and spreads a good image. It is an integral part of soft power, which is used as an umbrella concept for cultural diplomacy, educational exchanges, and media outreach. Through public diplomacy, countries foster relationships, promote their foreign policy objectives, and increase their influence in the international arena.

Sports diplomacy is becoming an essential part of soft power. It has a wide range of aspects. Hosting events such as the FIFA World Cup improved Qatar’s public image. The relevance of major sports events for soft power is why countries lobby heavily to host the Olympics, the World Cup, and other sporting events. The second important aspect is success in sports. Argentina’s victory in Qatar has increased the country’s visibility and prestige. 

Economic diplomacy is also used to increase soft power. After the Second World War, the Marshall Plan was used to develop the economy of the European Union. However, the Marshall Plan also shaped European culture and societal priorities. China’s Belt and Road Initiative is another example of affecting more than just economic and infrastructure projects. 

What are the national practices for developing and using soft power?

How does the USA use soft power?

The USA has been using ‘soft power’ to achieve foreign policy objectives in support of military and economic powers. The USA uses soft power for persuasion, influence, and promoting its values and ideals. Soft power has allowed the USA to expand its influence and shape the behaviour of other countries without resorting to military force or economic coercion. For example, the USA has used soft power to get other countries to adopt policies like sanctions and diplomatic isolation against rogue states. 

What is India’s soft power?

India is renowned for producing many movies, music, books, and other art forms admired internationally, significantly elevating its cultural impact. Furthermore, India has adeptly employed yoga as a means of cultural exchange and international collaboration, notably through its flagship event, International Yoga Day.

How does China use soft power? 

China strategically uses soft power to promote its interests and enhance its global standing as it seeks to gain influence worldwide. By engaging in activities such as international development aid, cultural sponsorship, investment in media platforms, and active participation in international institutions like the United Nations and the World Trade Organization, China has effectively utilized soft power to influence global discussions, build alliances, and promote its economic, technological, and political objectives on the world stage.

What is Qatar’s soft power?

Qatar is a small country with significant soft power influence. Over the years, Qatar has strategically utilized its wealth to develop various soft power tools. One recent example is the successful hosting of the 2022 FIFA World Cup, greatly enhancing Qatar’s soft power status. This initiative, however, was not isolated. Qatar’s Al-Jazeera television has emerged as a highly influential global news channel, offering programs in major languages.

Additionally, Qatar has implemented various educational diplomacy initiatives, such as promoting academic excellence through special awards from the Qatar Foundation. Educational City and Science and Technology Park in Qatar house campuses of leading global universities, further contributing to the country’s soft power. Furthermore, Qatar Airways also plays a significant role in shaping Qatar’s image and its overall soft power influence. These efforts have established Qatar as a leader in soft power within the region and globally.

What is the EU’s soft power? 

The European Union (EU) is widely recognized as a significant influencer through non-military methods, known as “soft power.” However, the EU’s stance changed during the Ukraine War when it started to support increased military assistance.

The EU’s soft power is evident in its dedication to fundamental values such as democracy, human rights, and the rule of law. It also promotes peace, stability, environmental protection, and other global public goods.

The EU has a strong institutional framework, which includes tools such as development aid, healthcare, education, and poverty reduction initiatives. The EU supports research projects and exchange programs like Erasmus Plus in education. Additionally, the EU promotes cultural programs and organizes film, music, and literature events.

Soft Power Crisis in 2024

When power politics take precedence, soft power is rendered ineffective. In 2024, there will be significant military and economic conflicts. This will be the year of geopolitics. In times of war and other conflicts, soft power will be reduced to mere propaganda.

2024 will be defined by “our” and “wrong” stories. Persuasion spaces will significantly shrink.

As actors amplify their stories while ignoring ethics, common sense, and fairness, hypocrisy and double standards will become more prevalent.

Winning “hearts and minds” will be complicated while powers compete for territories, economic resources, and strategic positions. Power will be based on guns and money instead of ideas and convictions.

The fragmentation of online spaces into niches of like-minded actors will also contribute to the decline of soft power in 2024. Social media echo chambers will strengthen their walls by increasing support for “our” cause. Talking to “others” will primarily involve verbal wars and insults. They will be cancelled or gaslighted. The public space for genuine engagement, finding a middle ground, and reaching a compromise will shrink. Real engagement will relocate to secret places away from online space.

The decline of soft power, public diplomacy, and persuasion in “winning hearts and minds” will have far-reaching consequences, as words can quickly escalate into wars. Due to inertia, traditional ‘soft power’ mechanisms (people, institutions, academics) will continue functioning “as always”. They will be propagandists rather than facilitators of conflict resolution and engagement for a better future for humanity.

In such a pessimistic scenario, one may wonder if we can do anything. Yes, we can. Immediately, the most reasonable approach is to expose misinformation and fake news using factual information. One should not be naive that faithfulness will prevail over power-filled propaganda. However, humanity can start a battle for reason and reclaim public space for constructive and relevant policy debates. There is hope in our collective action.

Over time, future generations should be exposed to more rational arguments, respect for others, and compromise. Respect and compromise will emerge as not just important, but critical factors for the very survival of humanity.

[Podcast] Soft and hard power of Byzantine diplomacy – An interview with Prof. Jonathan Shepard

In our podcast, Prof. Jonathan Shepard discusses Byzantine diplomacy’s soft and hard power, exploring the tactics behind the Empire’s longevity for over 1,000 years.