THE CONCEPT AND EVOLUTION OF SOFT POWER

Abstract

The article provides a comprehensive analysis of Joseph Nye's influential theory and the concept's theoretical underpinnings, historical trajectory, and contemporary significance, identifying four key evolutionary phases: its initial formulation; its expansion during the unipolar moment of the 1990s; its institutionalization and the rise of "smart power" in the 2000s; and its ongoing transformation within the digital landscape.  The author highlights the distinction between soft power, predicated on cultural attraction, shared values, and credible foreign policy, and hard power's reliance on coercion.  Furthermore, the analysis considers the impact of diminished U.S. legitimacy post-9/11 and the emergence of digital technologies—including social media, streaming platforms, and major tech corporations—as significant tools for shaping global perceptions.  The article concludes that digital soft power is now a pivotal aspect of international strategic competition, underscoring the critical role of legitimacy and credibility in maintaining global influence in the 21st century.