Ramaa Sakhalkar
Introduction
Diplomacy in the 21st century is no longer shaped solely by military power or economic leverage. Instead, how a nation is perceived—through its culture, values, and global image plays a critical role. This highlights the importance of soft power, a concept coined by Joseph Nye, which refers to a country’s ability to attract and persuade rather than coerce.
As the world becomes more interconnected and digitally driven, soft power has become a key tool for fostering cooperation, building trust, and asserting influence. Today, narratives, symbolism, and perception matter as much as policy.
Understanding Soft Power
Soft power draws from three main sources: a nation’s culture, political values, and the legitimacy of its foreign policy. When these elements align authentically, they generate lasting global influence. American films, Korean pop culture, and European liberal values are examples of such influence.
However, credibility is vital. If a country promotes democracy but suppresses dissent, its appeal fades. Scholar Craig Hayden emphasizes that soft power depends on narrative construction—how stories and values are communicated and perceived. In contrast, “sharp power,” used by authoritarian states, relies on manipulation and disinformation, undermining trust rather than building it.
How Nations Use Soft Power
China invests in cultural outreach through Confucius Institutes and its Belt and Road Initiative (BRI), which includes educational and cultural exchanges. Yet, its controlled media and political opacity often contradict its message of harmony, limiting effectiveness.
South Korea has emerged as a soft power leader through K-pop. Artists like BTS and BLACKPINK have elevated Korean culture globally, boosting related sectors like tourism and fashion. This cultural influence has economic and strategic benefits.
The United States projects soft power through Hollywood, leading universities, and global tech platforms. While it remains influential, episodes like the Iraq War or domestic unrest have at times damaged its global image.
The Digital Turn in Diplomacy
Digital platforms have revolutionized diplomacy. Governments now use social media to engage with audiences directly, bypassing traditional diplomatic channels. Real-time storytelling enables countries to humanize crises and influence public sentiment.
Ukraine’s response to the Russian invasion demonstrated digital diplomacy’s power—sharing stories and rallying support worldwide. India, too, utilized platforms like MyGov during its G20 presidency to highlight its achievements and engage globally.
However, the digital landscape also carries risks. Fake news, algorithmic manipulation, and AI-driven bots can distort public opinion. Influencers, while effective, can be exploited to spread disinformation, blurring the line between persuasion and propaganda.
India’s Soft Power Approach
India’s soft power is rooted in its ancient culture and modern innovation. Traditions like Yoga, Ayurveda, and the philosophy of non-violence, championed by Gandhi, are central to its global appeal. The declaration of International Yoga Day by the UN in 2014 showcased India’s diplomatic finesse.
Institutions like the Indian Council for Cultural Relations (ICCR), the Public Diplomacy Division of the MEA, and All India Radio’s global services anchor India’s cultural diplomacy. Additionally, the Indian diaspora serves as a powerful network for extending influence.
Recent initiatives like Vaccine Maitri, where India supplied COVID-19 vaccines to over 70 countries, projected India as a responsible global partner. Indian cinema—especially Bollywood—continues to connect with audiences in Africa, the Middle East, and Southeast Asia.
India’s soft power also thrives through digital innovation. The India Stack—comprising Aadhaar, UPI, DigiLocker, and other platforms—has made India a pioneer in digital public infrastructure. This model is being adopted and studied by countries worldwide.
However, challenges persist. Internal issues such as communal tensions and censorship risk undermining India’s democratic image. Geopolitical tensions with China and Pakistan also complicate outreach. Moreover, lack of funding and coordination hampers the impact of India’s soft power programs.
Conclusion
Soft power is no longer a secondary asset—it is a core element of global diplomacy. It helps nations build trust, resolve conflicts, and shape perceptions in ways military force cannot. Cultural exports, digital storytelling, and humanitarian actions increasingly define a country’s influence.
Countries like China, South Korea, the U.S., and India all deploy unique soft power strategies. While the digital age has expanded reach, it also demands transparency and authenticity.
India’s strength lies in its ability to blend civilizational depth with modern innovation. But for its soft power to succeed long-term, it must bridge the gap between rhetoric and reality, remain inclusive, and engage globally with sincerity.
In today’s world, where perception shapes policy, winning hearts and minds may be more powerful than any treaty or trade deal.
References
- Nye, J. S. (2004). Soft Power: The Means to Success in World Politics. PublicAffairs.
- Hayden, C. (2012). The Rhetoric of Soft Power: Public Diplomacy in Global
Contexts. Lexington Books. - Walker, C., & Ludwig, J. (2017). “Sharp Power: Rising Authoritarian Influence.”
National Endowment for Democracy. - Sterling, D. P. (2018). A New Era in Cultural Diplomacy: Promoting the Image of
China’s Belt and Road Initiative. Open Journal of Social Sciences, 6(2), 102–116. - Park, J. (2023). From Cultural Export to Economic Engine: K-pop and the South
Korean Economy. Open Journal of Business and Management. - Institute of International Education (2023). Open Doors Report on International
Educational Exchange. - Nature India (2021). India’s Vaccine Diplomacy: A Global Responsibility. Retrieved
from https://www.nature.com/articles/nindia.2021.31 - Institut Montaigne (2023). India’s Digital Public Infrastructure: A Success Story for
the World. Retrieved from https://www.institutmontaigne.org - India Stack. (n.d.). India Stack Components: Aadhaar, UPI, DigiLocker, eSign.
Retrieved from https://indiastack.org - Carnegie Endowment for International Peace (2014). Modi’s Diplomacy: Yoga,
Democracy, and India’s Soft Power. Retrieved from https://carnegieendowment.org
About the contributor: Ramaa Sakhalkar is a fellow at DFPGYF Diplomacy, Foreign Policy & Geopolitics Youth Fellow at IMPRI and is a student, pursuing B.Sc Economics at the University of London. With a keen eye for narrative, she is a dedicated blogger and book reviewer.
Disclaimer: All views expressed in the article belong solely to the author and not necessarily to the organisation.
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Acknowledgment: This article was posted by Bhaktiba Jadeja, visiting researcher and assistant editor at IMPRI.
