Second face of power, the soft power

Soft power lies in the ability to attract and persuade. Whereas hard power—the ability to coerce—grows out of a country's military or economic might, soft power arises from the attractiveness of a country's culture, political ideals, and policies.

Hard power remains crucial in a world of states trying to guard their independence and of non-state groups willing to turn to violence. It forms the core of the Bush administration's new national security strategy. But according to Nye, the neo-conservatives who advise the president are making a major miscalculation: They focus too heavily on using America's military power to force other nations to do our will, and they pay too little heed to our soft power. It is soft power that will help prevent terrorists from recruiting supporters from among the moderate majority. And it is soft power that will help us deal with critical global issues that require multilateral cooperation among states. 

Power is the ability to influence the behavior of others to get the outcomes you want and there are several ways one can achieve this: you can coerce them with threats; you can induce them with payments; or you can attract and co-opt them to want what you want. This soft power- getting others to want the outcomes you want- co-opts people rather than coerces them.^[3] It can be contrasted with 'hard power', which is the use of coercion and payment. Soft power can be wielded not just by states but also by all actors in international politics, such as NGOs or international institutions.^[4] It is also considered the "second face of power" that indirectly allows you to obtain the outcomes you want.

"a country may obtain the outcomes it wants in world politics because other countries – admiring its values, emulating its example, aspiring to its level of prosperity and openness – want to follow it. In this sense, it is also important to set the agenda and attract others in world politics, and not only to force them to change by threatening military force or economic sanctions. This soft power – getting others to want the outcomes that you want – co-opts people rather than coerces them."^[5]

Soft power resources are the assets that produce attraction which often leads to acquiescence.^[6]Nye asserts that, “Seduction is always more effective than coercion, and many values like democracy, human rights, and individual opportunities are deeply seductive.”^[7] Angelo Codevillaobserved that an often overlooked essential aspect of soft power is that different parts of populations are attracted or repelled by different things, ideas, images, or prospects.^[8] Soft power is hampered when policies, culture, or values repel others instead of attracting them.

In his book, Nye argues that soft power is a more difficult instrument for governments to wield than hard power for two reasons; First, many of its critical resources are outside the control of governments; Second, soft power tends to “work indirectly by shaping the environment for policy, and sometimes takes years to produce the desired outcomes.^[9]” ^[10] The book identifies three broad categories of soft power: “culture,”“political values,” and “policies.”