Revising the soft power concept: What are the means and mechanisms of soft power?

Abstract

The power of attraction (soft power), as developed by Joseph Nye, has been increasingly discussed in international relations literature and policy, yet soft power has not been fully utilized because of under-specified tools and mechanisms by which soft power influences international actors. This article revises the concept of soft power by generating a continuum of power based on the tools useful for implementing different degrees of soft or hard power. In addition, the article describes two mechanisms through which soft power influences international actors, beginning the call for exploration of other such mechanisms. Reconceptualizing soft power in terms of objects that are controlled and utilized by policy-makers, such as agenda-setting and framing, provides us with more useful analytical variables to understand international relations and to provide policy recommendations. © 2011 Taylor & Francis.