Soft Power After Ukraine by Joseph S. Nye, Jr.

 Soft Power After Ukraine by Joseph S. Nye, Jr.



While hard military power will decide the outcome of Russia’s war in Ukraine, the power of values, persuasion, and attraction are hardly irrelevant. Though soft power tends to operate more subtly and over a longer time horizon, it has nonetheless emerged as a key feature of Ukraine’s defense.

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 doesn’t 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 doesn’t always work. It all 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 run, 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 won’t have to force you to do what you don’t 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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