World leaders, global corporate brands,
civil society, entrepreneurs, academics,
journalists and thinkers are endlessly
attempting to make sense of the concept
of power. Is it a dominant force exerted
upon smaller entities? Is it the art of
coaxing another around to your way of
thinking?
When we look at nations around the
world and their leadership through
the lens of power, there are a variety
of terms that can be applied to
government policies and overall
national influence: hard power, soft
power, sticky power, old power, and
new power.
The concept of soft power was first
introduced by Joseph Nye in 1990 who
argued that there is an alternative
method of foreign policy for states to win
the support of others; rather than the
traditional hard power method, which
involves using military and economic
means as the primary method of
achieving its goals.

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