EXAMINING HOW SOFT POWER CONTRIBUTES TO CRAFTING A FAVORABLE NATIONAL IMAGE
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Abstract
Across the globe, many countries operate state-owned utilities that function both domestically and internationally, traditionally relying on military strength and economic influence. However, the notion of "Soft Power," a term coined by Joseph Nye in his seminal work "Bound to Lead: The Changing Nature of American Power" (Basic Books, 1990), has increasingly come to the forefront. This evolution underscores the necessity for nations to adapt to the changing dynamics of the global landscape and the emerging world order. Soft power, characterized by its ability to secure a country's policy objectives through the voluntary cooperation of others, has been acknowledged for its strategic value. In recognition of this, numerous nations have focused on bolstering their soft power capabilities. Beyond scholarly inquiry, there have been initiatives to quantify and benchmark soft power impacts among countries, leading to the creation of various soft power indices that evaluate its key components.
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