Soft Power: Why the Changing World Needs a 'Softer Touch'

Introduction: Why the Changing World Needs a Softer Touch?

Globalization, the sister of both technology and policy, (91) has dramatically altered the billet dynamics in the international atomic number 18na. The current technology revolution has catalyzed the period of information and innovations weaving the global community into a pissed off network. Consequently, Joseph Nye asserts that power distribution has become more than complex, and can be viewed as a three-dimensional chess game. There are three boards: the top unipolar military board, the middle multipolar scotch board, and the bottom transnational relations board. The top board is dominate by the U.S.; the middle board is shared by the U.S., Europe, and Japan, who accounts for two-thirds of the knowledge domain product; and, the bottom board has a divided power structure. (). The U.S., undoubtedly, is still the worlds leading power, but it is hardly a hegemon today. It does hit a predominant voice...[but] not necessarily dominance or control (16). The changing power structure has given bureau to different sources of influence beyond US hegemony.

The rising sizeableness of international organizations and policy speaks loudly of the current U.S. position in the international arena. Due to the divided power structure, state believability is a key component in legitimizing foreign policy. As Nye points out, credibility is the crucial resource and an important source of cushy power.



Reputation becomes even more important than in the past, and policy-making struggles occur over the creation and destruction of credibility (67). With the fill of free information in the information age, credibility becomes a strong determinant in legitimacy. Soft power, or acquiring others to want what you want... the ability to entice and attract, needs to be more widely embraced by states but more importantly by international organizations. Incorporating soft power into the political playing depicted object is not only conducive, but...

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