Shifting prestige

Once pioneered by western nations, the idea of soft power diplomacy is gaining traction in Asian countries like Japan, China and India

- VARUNA SHANKAR

The last decade has witnessed a striking change in global politics. The USA, once termed as an overstretched empire, is gradually receding its role in the international arena. This has been coupled with a decline in American soft power diplomacy. American culture may be viewed as an attractive intangible asset to foreign nations in almost all aspects of life. Nonetheless, vital cultural differences may intervene in this process of glocalization; and this is where the alternative idea of multiculturalism may get an impetus. The widespread nature of American culture and the strong dominance in global affairs were established over a long period, and history is witness to this hegemonic rise.

Soft power as a term was coined by the American political scientist Joseph Nye in the late 1980s. It entails the ability of a nation to achieve what it wants through the power of attraction rather than coercion. It is not just ephemeral popularity but has a psychological aspect to it. Background

The post-cold war era, and the establishment of international bodies like the United Nations to perpetuate peace and cooperation are milestones in the arena of soft power diplomacy. The USA is the guiding light and torchbearer of the idea. However, the era of new globalisation, with the Global South coming to the forefront, has been responsible for a rebalancing of power among different nations. Another factor is the process of power diffusion from state actors to nonstate actors. Soft power has acted as a diplomatic tool for strengthening foreign policies of nations. Though, the establishment and perpetuation of international stability through soft power diplomacy is an idealistic dream. Lee Kuan Yew once said that the effectiveness of soft power is when all the other nations admire the other country and intend to emulate its civilizational aspect.