In the age of disruptive transformation and unpredictable communication streams, policy makers, analysts and stakeholders are in search of panacea that positions a nation uninterruptedly and seamlessly in the global ecosystem. Storytelling and perception have become extremely complex for this reason. Soft power through its equations, ingredients and partnerships is being viewed as the vibrant path to reinforce positivity in storytelling and being part of the global narrative process.

The term soft power, coined by Harvard professor Joseph Nye in the 1980s, originally referred to a country’s ability to shape the preferences of others through appeal and attraction, rather than coercion or force. While Nye focused largely on American cultural exports and value systems, India’s approach to soft power has been more layered, rooted in its civilizational depth, democratic ethos, and an inclusive, pluralistic vision of global engagement. Soft power pillars include a range of themes, ideas and tools under various segments that influences the global ecosystem:

Advertisement

�Culture: Popular culture, traditions and cultural exchanges.

Advertisement

� Political Values and Governance: Democracy, freedom, justice, human rights and transparency.

�Foreign Policy: Peaceful diplomacy, multilateralism, Development aid and humanitarian assistance, non-aggressive global engagement

� Education and Knowledge Systems: Global reputation of universities, scholarships and academic exchanges, international students and research collaborations.

�Media and Communication: International broadcasting (news, films, etc.), Digital outreach and global influence through social media.

�Business and Innovation: Global brands and start-ups, technological advancements and intellectual........

© The Statesman