Soft power : the means to success in world politics Joseph Nye coined the term soft power in the late 1980s. It is now used frequentlyand often incorrectlyby political leaders editorial writers and academics around the world. So what is soft power Soft power lies in the ability to attract and persuade. Whereas hard powerthe ability to coercegrows out of a countrys military or economic might soft power arises from the attractiveness of a countrys culture political ideals and policies. Hard power remains crucial in a world of states trying to guard their independence and of non state groups willing to turn to violence. It forms the core of the Bush administrations new national security strategy. But according to Nye the neo conservatives who advise the president are making a major miscalculation: They focus too heavily on using Americas military power to force other nations to do our will and they pay too little heed to our soft power. It is soft power that will help prevent terrorists from recruiting supporters from among the moderate majority. And it is soft power that will help us deal with critical global issues that require multilateral cooperation among states. That is why it is so essential that America better understands and applies our soft power. This book is our guide.