The Oxford English Dictionary records [from 1985] the phrase "soft power" (meaning "power (of a nation, state, alliance, etc.) deriving from economic and cultural influence, rather than coercion or military strength"). In politics (and particularly in international politics), soft power is the ability to co-opt rather than coerce (in contrast with hard power). It involves shaping the preferences of others through appeal and attraction. Soft power is non-coercive, using culture, political values, and foreign policies to enact change. There are several ways to achieve soft: coerce with threats; induce with payments; attract and co-opt others to want what one wants. In 2012, Joseph Nye of Harvard University explained that with soft power, "the best propaganda is not propaganda", further explaining that during the Information Age, "credibility is the scarcest resource".
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Soft Power - Ruscia
Soft Power - USA
