The Decline of America's Soft Power
By Joseph S. Nye, Jr.
Joseph S. Nye, Jr., is former Assistant Secretary of Defense and Dean of Harvard University's John F. Kennedy School of Government. He is author of Soft Power: The Means to Success in World Politics.
The Truth Is Offshore
Anti-Americanism has increased in recent years, and the United States' soft power — its ability to attract others by the legitimacy of U.S. policies and the values that underlie them — is in decline as a result. According to Gallup International polls, pluralities in 29 countries say that Washington's policies have had a negative effect on their view of the United States. A Eurobarometer poll found that a majority of Europeans believes that Washington has hindered efforts to fight global poverty, protect the environment, and maintain peace. Such attitudes undercut soft power, reducing the ability of the United States to achieve its goals without resorting to coercion or payment.
Skeptics of soft power (Secretary of Defense Donald Rumsfeld professes not even to understand the term) claim that popularity is ephemeral and should not guide foreign policy. The United States, they assert, is strong enough to do as it wishes with or without the world's approval and should simply accept that others will envy and resent it. The world's only superpower does not need permanent allies; the issues should determine the coalitions, not vice-versa, according to Rumsfeld.
But the recent decline in U.S. attractiveness should not be so lightly dismissed. It is true that the United States has recovered from unpopular policies in the past (such as those regarding the Vietnam War), but that was often during the Cold War, when other countries still feared the Soviet Union as the greater evil. It is also true that the United States' sheer size and association with disruptive modernity make some resentment unavoidable today. But wise policies can reduce the antagonisms that these realities engender. Indeed, that is what Washington achieved after World War II: it used soft-power resources to draw others into a system of alliances and institutions that has lasted for 60 years. The Cold War was won with a strategy of containment that used soft power along with hard power.
The United States cannot confront the new threat of terrorism without the cooperation of other countries. Of course, other governments will often cooperate out of self-interest. But the extent of their cooperation often depends on the attractiveness of the United States.
Soft power, therefore, is not just a matter of ephemeral popularity; it is a means of obtaining outcomes the United States wants. When Washington discounts the importance of its attractiveness abroad, it pays a steep price. When the United States becomes so unpopular that being pro-American is a kiss of death in other countries' domestic politics, foreign political leaders are unlikely to make helpful concessions (witness the defiance of Chile, Mexico, and Turkey in March 2003). And when U.S. policies lose their legitimacy in the eyes of others, distrust grows, reducing U.S. leverage in international affairs.
Some hard-line skeptics might counter that, whatever its merits, soft power has little importance in the current war against terrorism; after all, Osama bin Laden and his followers are repelled, not attracted, by American culture and values. But this claim ignores the real metric of success in the . . .