10 Ways to Restore America’s Overseas Image
7. America Must Rely More on Soft Power
“Soft power” refers to the ability to get through attraction rather than coercion or payments. By “to get” it means to receive favorable treatments based upon attractiveness of a country’s culture, ideals, and policies. For instance, inspired by American TV series about medical doctors, some children in Iran aspire to study medicine at an American university. Infatuated by the idea of a fair trial and Miranda rights, an Indonesian dissident aspires to become a lawyer, etc. “Soft power” can be hardcore power. And the American brand has the ability to be the best out there.
Last year, some 1.04 million immigrants applied for permanent residency, following 1.13 million in the previous year, which reflects the world’s insatiable faith in the US brand. The people of the world still believe that the USA is the place to visit, to reside, and to prosper.
The US government has lost its geopolitical epicenter, yet American brands must keep the legend alive. And the shift must occur from public power to private power, from political power to economic power, from hard power to soft power.
