Soft Power After Ukraine

Joseph. S. Nye, JR

CAMBRIDGE – As Russian missiles pound Ukrainian cities, and as Ukrainians fight to defend their country, some avowed realists might say, “So much for soft power.” But such a response betrays a shallow analysis. Power is the ability to affect others to get the outcomes you want. A smart realist understands that you can do this in three ways: by coercion, by payment, or by attraction – in other words, the proverbial “sticks, carrots, and honey.”

In the short run, sticks are more effective than honey, and hard power trumps soft power. If I want to steal your money using hard power, I can threaten to shoot you and take your wallet. It does not matter what you think, and I get your money right away. To take your money using soft power, I would need to persuade you to give me your money. That takes time, and it does not always work. Everything depends on what you think. But if I can attract you, soft power may prove a far less costly way to get your money. In the long term, honey sometimes trumps sticks.

Likewise, in international politics, the effects of soft power tend to be slow and indirect. We can see the effects of bombs and bullets right away, whereas the attraction of values and culture may be visible only in the long run. But to ignore or neglect these effects would be a serious mistake. Smart political leaders have long understood that values can create power. If I can get you to want what I want, I will not have to force you to do what you do not want to do. If a country represents values that others find attractive, it can economize on the use of sticks and carrots.

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