Soft Power is a 'psychosocial' phenomenon, sourced in the culture of a nation or the character of an individual.

It arises in relationship with another country, community or person and is experienced as the power of attraction. It is carried through the networks where image, reputation, and popularity are forged and is expressed as the ability to influence the decisions of others without the use of force.

Soft Power is of interest to nations because it translates directly into influence – other nations listen. It also leads indirectly to more trade, tourism and investment. It is of interest to individuals because it gives them clout. Soft powered individuals get things done because others want to support them.

Soft Power cannot be manufactured, contrived, bought or sold. But it can be generated through paying attention to behaviour, activity, values, and relationship.

Soft Power Network is a meeting point for those interested in generating soft power and a resource for those looking for practices, tools, and help to use them.

For more about Soft Power continue here or email Indra Adnan