Think Again Soft Power(约瑟夫奈,重新思考软实力)

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1、UNCATEGORIZEDThinkAgain:SoftPowerIn1990,ForeignPolicywasthefirstjournaltopublishtheconcept“softpower”inanarticleIwrote.Sincethen,theideahascircledtheglobe,asaquickGooglesearchwillshow.ABritishrockband,Ladytron,evenusesitasthetitleofasonginitsnewalbum.Butasithasmovedintocommonusage,theterm

2、hasbeenstretchedandtwisted,sometimesbeyondrecognition.Whatexactlyissoftpowerandhowusefulisitindealingwithtoday’schallenges?BYJOSEPHS.NYEJR.

3、FEBRUARY23,2006,12:00AMoftPowerIsCulturalPowerSPartly.Poweristheabilitytoalterthebehaviorofotherstogetwhatyouwant.Therearebasicallythreewaystodothat

4、:coercion(sticks),payments(carrots),andattraction(softpower).BritishhistorianNiallFergusondescribedsoftpowerasnon-traditionalforcessuchasculturalandcommercialgoodsandthenpromptlydismisseditonthegroundsthatits,well,soft.Ofcourse,thefactthataforeignerdrinksCoca-ColaorwearsaMichaelJordanT-s

5、hirtdoesnotinitselfmeanthatAmericahaspoweroverhim.Thisviewconfusesresourceswithbehavior.Whetherpowerresourcesproduceafavorableoutcomedependsuponthecontext.Thisrealityisnotuniquetosoft-powerresources:Havingalargertankarmymayproducemilitaryvictoryifabattleisfoughtinthedesert,butnotifitisfo

6、ughtinswampyjunglessuchasVietnam.Acountryssoftpowercancomefromthreeresources:itsculture(inplaceswhereitisattractivetoothers),itspoliticalvalues(whenitlivesuptothemathomeandabroad),anditsforeignpolicies(whentheyareseenaslegitimateandhavingmoralauthority).ConsiderIran.Westernmusicandvideos

7、areanathematotherulingmullahs,butattractivetomanyoftheyoungergenerationtowhomtheytransmitideasoffreedomandchoice.AmericancultureproducessoftpoweramongsomeIranians,butnotothers.EconomicStrengthIsSoftPowerNo.InarecentarticleonoptionsfordealingwithIran,PeterBrookesoftheHeritageFoundationref

8、erstosoftpoweroptionssuchaseconomicsanctions.Butthereisnothingsoftaboutsanctionsifyouareonthereceivingend.Theyareclearlyintendedtocoerceandarethusaformofhardpower.Economicstrengthcanbeconvertedintohardorsoftpower:Youcancoercecountrieswithsanctionsorwoothemwithwealth.AsWal