by Sam Culper III
If hard power is violence and coercion, then soft power is influence and motivation. American power projected across the globe teaches that violence has its limitations. To modify a turn of phrase, war is not always the answer. Coercion causes resentment and, as we’ve seen in Iraq and Afghanistan, creates unnecessary enemies. (Just look at the popular backlash against law enforcement when violence is used as an action of first resort. Many individuals not directly affected by police action have changed their opinions on just how peaceful “peace officers” are.) Violence indeed solves some problems, but it may also cause more problems than it solves — and that’s why we need soft power, too.
In his book, The Accidental Guerrilla, author David Kilcullen writes that soft power on a regional or global scale includes, “international reputation, moral authority, diplomatic weight, persuasive ability, cultural attractiveness, and strategic credibility,” arguing that soft power is a critical piece of enabling hard power and not an either/or proposition. It was America’s soft power after 9/11 that enabled a global response to al-Qaida. American leaders persuaded and gained the cooperation of other nations not directly affected by al-Qaida to join a coalition to wage the Global War on Terror (GWOT). The nations that did not participate in kinetic operations tracked and prosecuted terror financiers, stemmed the flow of foreign fighters and materiel, and cooperated with U.S. intelligence to hunt down known and suspected terrorists.
Now consider America’s soft power in the world in the years following the Iraq War. Between perceived unilateral action, the global battlefield, warrantless spying on U.S. citizens and other “perceived human rights abuses,” America’s standing in the world is diminished, both among its foreign and domestic audiences. In short, U.S. soft power is diminished because the government has harmed its credibility and reputation. To reiterate, your soft power is a critical enabler of your hard power, as Kilcullen writes.
