Loading...
Soft power, art of the media and international political marketing: A cross-cultural perspective
Harris, Phil Sun, Henry
Harris, Phil
Sun, Henry
Citations
Altmetric:
Advisors
Other Contributors
Affiliation
EPub Date
Publication Date
2025-08-20
Submitted Date
Collections
Files
Book Chapter - AAM
Adobe PDF, 428.9 KB
- Embargoed until 2027-08-20
Other Titles
Abstract
In 1990, the eminent scholar, former diplomat and policymaker Joseph S. Nye, a figure of profound influence, coined the concept of soft power. He defined it as “getting others to want the outcomes you want”. Nye argued that this is achieved through the persuasion and attraction of one’s ideas or the ability to set the political agenda to shape the preferences of others. This concept, at the heart and cutting edge of political marketing, international policy making, and modern public affairs, is a testament to Nye's intellectual prowess. This chapter asserts that the monitoring and knowledge of the soft power of nation-states is a critical component of modern political marketing.
Citation
Sun, H., & Harris, P. (2025). Soft power, art of the media and international political marketing: A cross-cultural perspective. In P. Baines, P. Harris, D. Heijova, C. Panagopoulos (Eds.), The Sage Handbook of Political Marketing. SAGE.
Publisher
SAGE Publications
Journal
Research Unit
DOI
PubMed ID
PubMed Central ID
Type
Book chapter
Language
Description
Series/Report no.
ISSN
EISSN
ISBN
9781529609707
ISMN
Gov't Doc
Test Link
Sponsors
unfunded