Coined by political scientist Joseph

Coined by political scientist Joseph Nye in the late 1980s, soft power contrasts with “hard power”, which involves military might and economic sanctions. Soft power involves the power of attraction in international politics. Nye developed the concept of soft power in a Cold War context. The concept of soft power refers to the ability to achieve desired outcomes through attraction rather than coercion or monetary incentives. Since the end of the Cold War, the concept of soft power has evolved over time into a broader concept. สล็อต