STRATEGIC MANAGEMENT OF U. S. SOFT POWER IN MIDDLE EAST AFTER 2011-AN ANALYTICAL STUDY
Abstract
The concept of "soft power"* gained prominence after the end of the Cold War, although its essence existed before and during it. This essence manifests itself in the use of persuasion and attraction, rather than pressure and coercion, in managing international relations. Examples include public diplomacy, leveraging cultural, educational, and creative dimensions, and utilizing economic aid and scholarships in foreign relations. Former US President Barack Obama's speech at Cairo University in June 2009, shortly after assuming the presidency, focused on this approach to developing relations with the Islamic world, emphasizing "the ability to attract and persuade." While "hard power" relies on the ability to compel and coerce, stemming from a state's military strength or superior economic capabilities, "soft power" derives from its cultural, political, or media appeal.
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