In an increasingly complex and multipolar world, the notion of soft power, as originally conceived by Joseph Nye in the 1990s, is under scrutiny. At ICR Research we do both commissioned research and we contribute as far as we can to academic publications. This is essential to ensure that we impact on thought leadership as well as on policy and strategy.
In this blog we focus on this process, illustrating how we applied this approach to develop understanding of soft power.
Our book article: Soft Power in 2024, is historical and theoretical. It considers the relevance of ‘soft power’ as a concept in today’s world. We argue that Nye's original idea of soft power as a means for states to shape global preferences through cultural appeal was a product of the unipolar, post-Cold War era. However, the rise of digital technologies and the fragmentation of the global information landscape have fundamentally disrupted the assumptions underlying this theory.
Our latest empirical research at ICR Research, commissioned by the British Council and titled "Soft Power at a Turning Point", delves into the evolving nature of this concept and its contemporary relevance.
This research into soft power practices across 18 countries and the European Union reveals that while the rhetoric of soft power persists, its meaning has become diluted and contested. Some influential states, such as France, are openly questioning the concept's continued relevance in a world increasingly characterized by 'hard power' dynamics.
These findings underscore the need we identify in the article for a critical re-evaluation of soft power theory and practice. While the concept cannot be discarded entirely, given the continued investment in cultural and public diplomacy by many states, it must be redefined to account for the realities of the 21st century geopolitical landscape.
This redefinition should encompass a more nuanced understanding of the interplay between soft and hard power, a recognition of the challenges posed by the fragmented digital ecosystem, and a more explicit acknowledgement of the role of national self-interest in driving soft power strategies.
As the article concludes, this research represents the beginning of a necessary conversation about the future of soft power. It calls for a collaborative effort by academics and practitioners to refine our understanding of the concept and develop more effective strategies for its deployment in a complex, multipolar world order. While this task is challenging, it is essential for the future of statecraft in an increasingly competitive global arena.
At ICR Research, we remain committed to advancing this critical dialogue and helping to shape the evolving discourse on soft power in the 21st century.