How do governments use cultural soft power to influence without violence?

In an interconnected world where war is no longer the preferred tool for domination, governments are increasingly turning to soft power to influence other countries. This concept, coined by political scientist Joseph Nye, refers to a state's ability to get others to adopt its values, interests, and behaviors without resorting to coercion or the use of force , but rather through cultural, ideological, or institutional attraction .

Cultural soft power is one of the most powerful tools in this strategy, and has gained prominence in contemporary geopolitics.

Hard power involves the use of coercive means such as military or economic power (sanctions, threats, direct intervention). In contrast, soft power seeks to persuade and inspire. It is the ability to attract through:

• Popular and traditional culture
• Universal political values (such as democracy, human rights)
• Public diplomacy
• Academic, artistic or scientific prestige

When a country achieves admiration and imitation for its way of life, cultural products, or ideology, it exerts power without the need for direct pressure.

For decades, Hollywood , along with music, fashion, universities, and tech brands, has been a key vehicle for American soft power . Films, series, and pop culture project values of individual freedom, consumerism, and a Western lifestyle, influencing generations worldwide. This cultural presence creates a positive perception of the U.S., even in countries that reject its foreign policy.

K-pop , dramas, South Korean films, and cosmetics are all part of Hallyu , or the "Korean wave," a soft power strategy that has allowed South Korea to gain prestige and global influence without the need for weapons or military alliances. This phenomenon has strengthened its economy and its image as a modern, innovative, and culturally rich nation.

France uses Francophonie , cinema, haute cuisine, literature, and the arts as diplomatic tools. The French Institute promotes courses, festivals, and educational cooperation abroad, reinforcing French influence through language, Enlightenment values, and cultural romanticism.

China has invested heavily in cultural diplomacy , with more than 500 Confucius Institutes around the world. Through Mandarin language instruction, cultural festivals, and scholarships, it seeks to project a friendlier image and increase its global legitimacy , thereby counterbalancing criticism of its political authoritarianism.

Although soft power can be very effective, it is not infallible . It can be affected by:

• Contradictions between the country's rhetoric and actions (e.g., promoting democracy while supporting authoritarian regimes).
• Internal scandals that damage the projected image.
• Reactions of cultural rejection or defensive nationalism.

Furthermore, soft power can be used strategically to conceal economic or geopolitical interests , which has led some governments to consider it a subtle form of external interference.

Today, international influence is not only achieved with weapons or money, but also with powerful narratives . Countries that dominate cultural production, international media, and global education—such as the US, the UK, and China—have a strategic advantage in the fight for the narrative of the 21st century.

Whoever controls the story that is told, often controls the decisions that others make.

Cultural soft power is an increasingly relevant form of strategic influence in international relations. Through film, music, education, and values, states can shape perceptions, build alliances, and expand their power without resorting to force. In an increasingly connected world, culture has become a prime diplomatic tool , capable of opening doors where there were once only walls.