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The End of America’s Soft Power

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04.05.2026

One of the more striking features of the Trump administration’s approach to foreign policy—not the chosen ends, but its preferred means—is its absolute confidence in America’s hard power and its near-total disdain for what my late colleague Joseph Nye called “soft power.” Nye defined the latter as “the power of attraction,” as a nation’s ability to get others to do what it wanted because it possessed qualities that made others want to emulate it, associate with it, and follow its lead. States with a lot of hard power could compel others through force and intimidation or by offering aid or protection; states with an abundance of soft power enjoyed greater influence because others wanted to be like them, agreed with the principles they stood for, or viewed them as fashionable, successful, and even “hip.”

A good realist like me is hardly going to denigrate the importance of hard power; on the contrary, it’s hard to have lots of soft power without substantial hard power to back it up. But you can have plenty of hard power and little or no soft power, as Vladimir Putin’s Russia has shown. Ideally, a state would like to have a lot of both, because having a lot of soft power means others will be naturally inclined to do what you want and you won’t have to use your hard power very often. Nye believed America’s combination of hard and soft power gave it enormous advantages when dealing with the outside world, which is one of the reasons he was optimistic about America’s future and skeptical of those predicting its decline. Yet by the end of his long career, even he had begun to worry about what was happening to America’s global appeal.

One of the more striking features of the Trump administration’s approach to foreign policy—not the chosen ends, but its preferred means—is its absolute confidence in America’s hard power and its near-total disdain for what my late colleague Joseph Nye called “soft power.” Nye defined the latter as “the power of attraction,” as a nation’s ability to get others to do what it wanted because it possessed qualities that made others want to emulate it, associate with it, and follow its lead. States with a lot of hard power could compel others through force and intimidation or by offering aid or protection; states with an abundance of soft power enjoyed greater influence because others wanted to be like them, agreed with the principles they stood for, or viewed them as fashionable, successful, and even “hip.”

A good realist like me is hardly going to denigrate the importance of hard power; on the contrary, it’s hard to have lots of soft power without substantial hard power to back it up. But you can have plenty of hard power and little or no soft power, as Vladimir Putin’s Russia has shown. Ideally, a state would like to have a lot of both, because having a lot of soft power means others will be naturally inclined to........

© Foreign Policy