Soft Power is the ability to attract and co-opt,  ability to shape the preferences of others through appeal and attraction. A defining feature of soft power is that it is non-coercive, the currency of soft power is culture, political values, and foreign policies

Hard power is the use of military and economic means to influence the behavior or interests of other political bodies. This form of political power is often aggressive coercion, and is most immediately effective when imposed by one political body upon another of lesser military and economic power

soft power – Joseph Nye’s 2004,,


Joseph Nye introduced the concept of soft power in the late 1980

power struggle – new game, designed by 1518&projects, 26 february 2014