The Rise of Soft Power
All nations want to influence and be admired. In the world of geopolitics, power is usually all about military might and economic clout—those traditional tools used to show strength and keep rivals at bay. We've always linked global influence with what a nation can destroy or seize. While these are key elements of being a superpower, there's another force that's more subtle and, arguably, just as effective: soft power. Whether it's a catchy K-pop song or Lionel Messi's big move to Paris Saint-Germain, soft power shapes how people see things, inspires connections, and influences actions—all without a single shot being fired. In today's world, where grabbing attention is everything, soft power is a major player in global politics.
The idea of "soft power" for persuading a society without using force was first introduced by Joseph Nye, a political scientist, in the late 1980s when America's dominance was not just about military strength but also about the world's admiration for its culture, values, and institutions. He broke it down into three main categories: institutional (like NATO and the United Nations), cultural (think Hollywood and McDonald's), and ideological (democracy and human rights) (Nye,1990). These elements became central to America's strategy after the Cold War, allowing it to shape global structures through influence rather than domination. Countries didn't just follow U.S. policies; they bought into the American dream.
Today, soft power isn't just America's game. In our globalized world, countries like Qatar are finding new ways to boost their influence, especially through sports. Lionel Messi's transfer to Paris Saint-Germain (PSG) in 2021 wasn't just about football. PSG, backed by Qatar's government fund, invested over $1 billion into the club, turning it into a global brand ahead of the 2022 FIFA World Cup. By signing one of the greatest players ever, Qatar wasn't just building a team; it was running a soft power campaign. Argentina's Messi win at the 2022 World Cup became a global spectacle, making headlines worldwide (Uddin, 2021). But there was much more to it: using sports to rebrand a nation's image and distract from criticisms. Qatar faced scrutiny over its treatment of migrant workers and its conservative stance on LGBTQ+ rights. In this sense, sports-washing is a part of soft power, where admiration is used to cover up deeper issues. Qatar didn't just want Messi to win; it wanted the world to watch him win in their home, under their lights, in their stadium.
While Qatar used football to reshape its image, South Korea took a different approach with soft power, focusing on international fandom. Enter BTS, the Bangtan Boys. Since their debut in 2013, this seven-member boy band has become a global sensation and a powerful diplomatic tool for South Korea. In 2021, BTS was named “Special Presidential Envoys for Future Generations and Culture” and sent to the United Nations to talk about global issues. They even premiered their music video “Permission to Dance” at the UN General Assembly, blending pop culture with international diplomacy. Their presence wasn't just symbolic; it was a deliberate effort to connect younger generations with global institutions, making topics like climate change and social justice more relatable to millions of Gen Z fans. This move by Seoul used BTS's global popularity to present South Korea as a progressive, influential, and innovative nation. From topping charts to addressing world leaders, BTS shows how pop culture can be turned into soft power, boosting a nation's influence and reaching audiences that traditional diplomacy often misses. In a world driven by social media and global attention, BTS has become one of South Korea's most valuable political assets.
Soft power is evolving and taking many forms, from an American export to a global tool used by many nations, for better or worse. Whether it's Qatar using football to rebrand and distract or South Korea turning boy bands into cultural diplomats, the race for influence isn't just about trade deals and military gear anymore; it's about attention. It made its way into American politics during the 2024 elections when the Democratic Party enlisted pop artists like Taylor Swift in their campaign to quickly influence election outcomes, though it didn't achieve the desired results. In this modern era of social media, attention is everything.
From World Cup finals to speeches at the UN General Assembly, soft power is now streamed, shared, and viewed on our phones, reshaping global politics through spectacle, sensation, and fandom. But it's not always innocent. As the lines between image and influence blur, soft power becomes more than just persuasion; it becomes performative. We're not just viewers; we're participants. What we watch, share, and support plays a crucial role in determining which powers rise and which narratives prevail.
What examples of soft power have you seen recently, subtle or obvious? Leave a comment.
References
Nye, Joseph S. “Soft Power.” Foreign Policy, no. 80, 1990, pp. 153–71. JSTOR, https://doi.org/10.2307/1148580.
Oh, C.Y. (2021) South Korean President appoints BTS as special envoys before their visit to the UN, ABC News. Available at: https://abcnews.go.com/International/south-korean-president-appoints-bts-special-envoys-visit/story?id=80006773
Uddin, R. (2021) Lionel Messi, Qatar and the Gulf’s Battle for Football Soft Power, Middle East Eye. Available at: https://www.middleeasteye.net/news/qatar-gulf-lionel-messi-psg-soft-power