Soft power, art of the media and international political marketing: A cross-cultural perspective

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.