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Soft power is a concept developed by Joseph Nye of Harvard University to describe the ability to attract and co-opt rather than coerce, use force or give money as a means of persuasion. Soft power is the ability to shape the preferences of others through appeal and attraction. A defining feature of soft power is that it is noncoercive; the currency of soft power is culture, political values, and foreign policies. Recently, the term has also been used in changing and influencing social and public opinion through relatively less transparent channels and lobbying through powerful political and non-political organizations. In 2012, Nye explained that with soft power, "the best propaganda is not propaganda", further explaining that during the Information Age, "credibility is the scarcest resource". Joseph Nye coined the term in a 1990 book, ''Bound to Lead: The Changing Nature of American Power''. In this book, he wrote: “when one country gets other countries to want what it wants-might be called co-optive or soft power in contrast with the hard or command power of ordering others to do what it wants.”〔Nye, Joseph.''Bound to Lead: The Changing Nature of American Power''(New York: Basic Books, 1990).〕 He further developed the concept in his 2004 book, ''Soft Power: The Means to Success in World Politics''. The term is now widely used in international affairs by analysts and statesmen. For example, the US Secretary of Defense Robert Gates spoke of the need to enhance American soft power by "a dramatic increase in spending on the civilian instruments of national security – diplomacy, strategic communications, foreign assistance, civic action and economic reconstruction and development."〔Robert M. Gates, Secretary of Defense, Manhattan, Kansas, Monday, November 26, 2007.http://www.defense.gov/speeches/speech.aspx?speechid=1199〕 In 2011, as Xi Jinping was preparing to take power from Hu Jintao, the 17th Central Committee of the Chinese Communist Party devoted a whole plenary session to the issue of culture, with the final Communiqué declaring that it was a national goal to "build our country into a socialist cultural superpower".〔The red carpet, China's film industry, December 21st, 2013 http://www.economist.com/news/christmas-specials/21591741-red-carpet〕 And in 2014, Xi announced, "We should increase China's soft power, give a good Chinese narrative, and better communicate China's messages to the world."〔David Shambaugh, China's Soft-power Push,Foreign Affairs, https://www.foreignaffairs.com/articles/china/2015-06-16/china-s-soft-power-push〕 According to the 2015 ''Soft Power World Rankings'' report from Comres, the Portland Group, and Facebook, the United Kingdom currently hold the top spot in soft power, followed by Germany in second place. The top ten is completed by the United States, France, Canada, Australia, Switzerland, Japan, Sweden, Netherlands, and Denmark. According to the older 2014 ''Monocle Soft Power Survey'', the United States previously held the top spot in soft power, being followed by Germany in second place. The top ten is completed by the United Kingdom, Japan, France, Switzerland, Australia, Sweden, Denmark, and Canada. The ''Elcano Global Presence Report'' ranks the European Union first when considered as a whole. == Description == Joseph Nye introduced the concept of "soft power" in the late 1980s.〔http://www.amazon.com/Soft-Power-Means-Success-Politics/dp/1586482254/〕 For Nye, power is the ability to influence the behavior of others to get the outcomes you want. There are several ways one can achieve this: you can coerce them with threats; you can induce them with payments; or you can attract and co-opt them to want what you want. This soft power – getting others to want the outcomes you want – co-opts people rather than coerces them.〔 It can be contrasted with 'hard power', which is the use of coercion and payment. Soft power can be wielded not just by states but also by all actors in international politics, such as NGOs or international institutions.〔Joseph Nye, ''Soft Power: The Means to Success in World Politics''〕 It is also considered the "second face of power" that indirectly allows you to obtain the outcomes you want. A country's soft power, according to Nye, rests on three resources: "its culture (in places where it is attractive to others), its political values (when it lives up to them at home and abroad), and its foreign policies (when others see them as legitimate and having moral authority)." Soft power resources are the assets that produce attraction which often leads to acquiescence.〔 Nye asserts that, "Seduction is always more effective than coercion, and many values like democracy, human rights, and individual opportunities are deeply seductive."〔Nye, Joseph. ''Soft Power: The Means to Success in World Politics'' (New York: Public Affairs, 2004) p. x.〕 Angelo Codevilla observed that an often overlooked essential aspect of soft power is that different parts of populations are attracted or repelled by different things, ideas, images, or prospects.〔Angelo M. Codevilla, "Political Warfare: A Set of Means for Achieving Political Ends," in Waller, ed., ''Strategic Influence: Public Diplomacy, Counterpropaganda and Political Warfare'' (IWP Press, 2008).〕 Soft power is hampered when policies, culture, or values repel others instead of attracting them. In his book, Nye argues that soft power is a more difficult instrument for governments to wield than hard power for two reasons: many of its critical resources are outside the control of governments, and soft power tends to "work indirectly by shaping the environment for policy, and sometimes takes years to produce the desired outcomes."〔〔Lord, Carnes, "Public Diplomacy and Soft Power,"in Waller, ed., ''Strategic Influence: Public Diplomacy, Counterpropaganda and Political Warfare'' (IWP Press, 2008.) pp. 59–71.〕 The book identifies three broad categories of soft power: "culture", "political values", and "policies." In ''The Future of Power'' (2011), Nye reiterates that soft power is a descriptive, rather than a normative, concept. Therefore, soft power can be wielded for nefarious purposes. "Hitler, Stalin, and Mao all possessed a great deal of soft power in the eyes of their acolytes, but that did not make it good. It is not necessarily better to twist minds than to twist arms."〔 Nye also claims that soft power does not contradict the international relations theory of realism. "Soft power is not a form of idealism or liberalism. It is simply a form of power, one way of getting desired outcomes." 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「soft power」の詳細全文を読む スポンサード リンク
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