The dynamics of soft power

In the age of disruptive transformation and unpredictable communication streams, policy makers, analysts and stakeholders arein search of panacea that positions a nation uninterruptedly and seamlessly in the global ecosystem.

- CHAITANYA K. PRASAD

Storytelling and perception have become extremely complex for this reason. Soft power through its equations, ingredients and partnerships is being viewed as the vibrant path to reinforce positivity in storytelling and being part of the global narrative process.

The term soft power, coined by Harvard professor Joseph Nye in the 1980s, originally referred toa country's ability to shape the preferences of others through appeal and attraction, rather than coercion or force. While Nye focused largely on American cultural exports and value systems, India's approach to soft power has been more layered, rooted in its civilizational depth, democratic ethos, and an inclusive, pluralistic vision of global engagement.

Soft power pillars include a range of themes, ideas and tools under various segments that influences the global ecosystem: