The evolving significance of soft power: A tribute to Joseph Nye

Joseph Nye, a distinguished American political scientist, passed away on 6 May. He will be remembered as the originator of the concept of soft power, which refers to the ability to influence others by attracting them through values, culture, and respect.

As we contemplate his legacy, it is evident that soft power is at a crucial juncture. For many years, USAID played a vital role in American soft power by constructing schools, supporting communities, and training healthcare professionals. The recent closures of these initiatives are not just administrative adjustments; they signify a broader shift away from the gradual, consistent efforts to win over people’s hearts and minds.

This transformation is not occurring in a vacuum.

New US legislation targeting Chinese applications like TikTok underscores this pivotal moment. It serves as a reminder that the internet, once a platform for disseminating soft power, is increasingly becoming a domain of regulation and control. The open internet that previously allowed for the free flow of ideas and values is now facing restrictions. Digital barriers are being constructed, and as cultural platforms are blocked or segregated, the efficacy of soft power diminishes.

Diplo has been examining the relationship between the internet and soft power, particularly for smaller nations. In the online realm, any country with a compelling narrative could attract an audience. However, the digital landscape is now becoming more fragmented, complicating the task of capturing people’s attention.

So, what can we still depend on?

While soft power is evolving, it remains a potent force. It is becoming increasingly localised. In a divided world, individuals are more inclined to trust what feels familiar to them – culturally, linguistically, and emotionally. This evolution necessitates that diplomacy be more agile, contextually aware, and human-centric.

Moreover, soft power is becoming more interconnected. Influence is no longer solely about transmitting messages from political capitals; it involves engaging with individuals, participating in communities, and forming coalitions.

Most importantly, soft power is still something we can influence. In our current environment of division and misinformation, people yearn for authenticity; values that are genuinely embodied, not merely spoken about. They seek connection rather than conversion.

Joseph Nye reminded us that soft power does not shout; it invites and connects. In today’s cacophonous world, that quiet connection may be more valuable than ever.

Let us honour his legacy by ensuring that soft power is not forgotten but reimagined – so it can continue to open doors, build bridges, and remind us of the richer stories we can still share.