SOFT POWER IN INTERNATIONAL RELATIONS; ANALYSING THE USE OF DIPLOMACY

Soft power is a term that has gained prominence in the study of international relations and diplomacy over the past few decades. Coined by political scientist Joseph Nye in the late 1980s, soft power refers to the ability of a country to shape the preferences and behaviors of other countries through attraction and persuasion rather than coercion or payment. Unlike hard power, which relies on military might or economic leverage, soft power draws upon cultural appeal, values, and diplomacy to foster goodwill and build lasting relationships between nations. In today's globalized and interconnected world, the role of soft power in diplomacy has become more crucial than ever. It shapes international perceptions, influences global public opinion, and helps countries advance their interests without resorting to force 3 . Soft power derives its legitimacy from a country’s values, institutions, and foreign policy. The instrument for mobilizing a country’s soft power abroad is public diplomacy, and therefore the state features prominently in projecting soft power abroad. This power of persuasion is based on intangible resources such as the attractiveness of an international actor’s culture and values.