Throughout history, nations have always sought to create influence on the global world with different techniques and tools. With the changing nature of global circumstances nations changed their power tools to dominate and attract the world with high efficiency. However, in the previous decades, nations used their military capabilities and coercion and they created hard power domination but now countries have modified their agenda of power beyond military might which is increasingly soft power. Soft power as defined by political scientist Joseph Nye is the ability to influence through attraction rather than coercion. Now the countries have forgotten bombs and battleships the new battleground for international influence is the era of soft power. In this article we will discuss the era of soft power which influences other countries where technologies like the internet, and social media platforms are dominating the previous communication tools, k- -pop culture like ideals, music, different cuisines, and the attractive economic companies for investments are the priorities and preferences of countries and people.
After living in this era imagine a world where nations cannot access the basic technologies, and different cuisines and cannot access the best forum for their investments for economic growth they will usually get tired of this life because nations are highly attached to these tools and they want to create innovations for their better standard of life. If we talk about these different dominant tools of soft power which culture is the most important building block of soft power? In this era we can see where Korean dramas, k- pop ideals have taken the world by storm, American movies, thrills, fashion sense, and different cuisines of the world like Indian, and Chinese foods, and Japanese anime are the major part and players of their countries economic growth and instruments of their soft power as well.
Moreover, another tool is the emerging country with increasing economic growth through their effective economic policies is highly attractive in this world, for example, countries are influencing through their multinational companies and industries like Apple, Toyota, Coca-Cola, Samsung and which have established a global presence American silicon valley derive innovations shaping the digital economy worldwide and attracting foreign investors which contribute to the economic growth of countries.
Moving towards technological advancements is also one of the major pillars of soft power countries like America, China, and Japan are shaping global technology systems for example technologies like the internet and American companies of social media platforms like Facebook, Twitter, and Instagram are boosting global communication systems. Additionally, China, America, and Japan’s advancements in artificial intelligence, space exploration, and robotic technologies have significantly gained attention and become dominant forces in the world.
So that is why in this era the great power competition again arises due to several changes and different factors emerging in this global world and the changing nature of power which are shaping and influencing countries towards them. Thus we can say that these tools like culture technology and economy are playing a vital role for countries to gain power. So to promote a positive national image for countries through their culture vibrancy, economic strength, and responsible technologies can build international influence. But as the landscape continues to evolve the effective use of soft power will play a key role in shaping a prosperous world.
The writer is a student of “BS international relations” at “Islamic University Islamabad” and a member of PYDIR.