Undermining Soft Power

Power is the ability to get others to do what you want.

- SRI AUROBINDO

That can be accomplished by coercion (“sticks”), payment (“carrots”), and attraction (“honey”). The first two methods are forms of hard power, whereas attraction is soft power. Soft power grows out of a country’s culture, its political values, and its foreign policies. In the short term, hard power usually trumps soft power. But over the long term, soft power often prevails. Joseph Stalin once mockingly asked, "How many divisions does the Pope have?" But the papacy continues today, while Stalin’s Soviet Union is long gone.

When you are attractive, you can economise on carrots and sticks. If allies see you as benign and trustworthy, they are more likely to be open to persuasion and follow your lead. If they see you as an unreliable bully, they are more likely to drag their feet and reduce their interdependence when they can. Cold War Europe is a good example. A Norwegian historian described Europe as divided into a Soviet and an American empire. But there was a crucial difference: the American side was "an empire by invitation." That became clear when the Soviets had to deploy troops to Budapest in 1956, and to Prague in 1968. In contrast, NATO has not only survived but voluntarily increased its membership.