Soft power, the new race every country wants to win

News Today 26.09.2022

“Soft power”, as American political scientist Joseph Nye Jr. said in the late 1980s, is a “power of attraction through culture, political ideas, and policies rather than coercion” that military hard power exhibits. This is now being reflected in increased interest, especially by smaller nations in the world, in investing more and doing well in elite sports as it is thought that success in international sporting events boosts a nation’s chances of attaining soft power. (Read More)


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