Soft Power and Global Standing

Soft Power and Global Standing – No. 1

No. 1
| June 21, 2018

The term “soft power” came into currency in the 1990s but its use has accelerated dramatically in recent years, reflecting the explosion of the digital age. Soft power is defined as the application of persuasive, rather than coercive, techniques to attract positive attention on the international stage and thereby achieve greater room for diplomatic maneuver. Soft power assessments can be used to compare how countries stand in terms of democracy, global image, corruption, life expectancy, and many other criteria. Soft power combined with hard power – i.e., military strength and the ability to coerce – amounts to “smart power,” a metric in which Israel is particularly strong.