...503479 14 EJT0010.1177/1354066113503479European Journal of International RelationsSolomon E IR J Article The affective underpinnings of soft power European Journal of International Relations 2014, Vol. 20(3) 720–741 © The Author(s) 2014 Reprints and permissions: sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/1354066113503479 ejt.sagepub.com Ty Solomon University of Glasgow, UK Abstract The concept of soft power occupies a prominent place in International Relations, foreign policy, and security studies. Primarily developed by Joseph S. Nye, the concept is typically drawn upon to emphasize the more intangible dimensions of power in a field long dominated by overtly material (i.e. military) power. Recently, some scholars have reframed soft power — specifically the key notion of attraction — as a narrative and linguistic process. This literature, however, has downplayed some of the other deep-seated underpinnings of soft power, which this article argues lie in the dynamics of affect. Building upon the International Relations affect and aesthetics literatures, this article develops the concept of soft power as rooted in the political dynamics of emotion and introduces the concept of affective investment. The attraction of soft power stems not only from its cultural influence or narrative construction, but more fundamentally from audiences’ affective investments in the images of identity that it produces. The empirical import of these...
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...Hard power and soft power Introduction Les notions de soft power et hard power sont respectivement considérées comme puissance douce et puissance militaires. Toutes les deux importantes dans les relations internationales Le hard power et soft power sont il réellement recherché par les états ? I- l’antagonisme des deux termes : a) soft power : Notion démocrate fondé sur une idée qu’un état peut Selon laquelle un état peut exercer une influence internationale significative par des moyens autre que matériels Declinisme Paul Kennedy (terme péjoratif désignant un courant d’’idées et d’analyses de penseurs qui estiment qu’un état est en déclin, au niveau économique, culturel et géopolitique. Penser à un type d’influence autre que militaire qui a trop marqué … b) hard power Caricature de 1904 montrant Roosevelt armé de son « gros bâton » en train de patrouiller dans la mer des caraïbes. Le hard power ou puissance coécrives est un concept utilisé dans les relations internationales. Il désigne la capacité d’un corps politique d’influencer le comportement d’autres corps politiques à l’aide de moyen militaires et économiques. Le hard power peut être opposé au soft power. Dimension militaire et matérielle du pouvoir utilisé pour pousser les autre à changer leurs positions Usa : puissance militaire = 45% du budget militaire mondial Le soft power et le hard power sont reliés. Les deux partagent le même objectif d’arriver a un but en influençant les...
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...The hazardous nature of soft power suggests that it may take several attempts for that ritual ceremony to produce outcomes: if more and more people attend the ceremony because they are convinced that it works, then they are genuinely attracted to it, which allows soft power to affect the audience. Soft power takes thus longer time to show results than hard power. Furthermore, preferences may change. This year’s new trend might be short skirts, but next year’s might be long skirts, and the next only pants. As a result, more women may wear short skirts the first year, then long skirts, then pants. It would be then difficult to observe whether women actually are attracted to short skirts or not. Similarly, since soft power is based on preferences, policy makers must be aware of what seduces people. Attraction is the main characteristic of soft power. Either through culture, values or polices –or all –, soft...
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...The notion of power has largely been structured within realist context of boot and bullets. The emergence of new paradigms particularly Neoliberalism and Constructivism owing to changes in global engagement from selfish pursuit of state to cooperation towards mutual beneficial outcome staged serious challenge to the notion of hard power anchored in realism through the birth of soft power. The notion of power (soft power) set forth by these paradigms has begun to attract significant interest among academics and even practitioners in politics which has set a new wave of thinking and evaluation of statecraft in International relations. A number of developments in global politics have played into the increasing relevance of soft power in recent...
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...Relating Hard and Soft Power Power is not black and white. Power is a shade of gray. What is power to one individual or state may not be considered power to another individual or state. Each international relations theory provides its own unique, largely ambiguous definition of power. Realism says that power is derived from military capabilities and to a lesser extent a state’s potential military abilities embodied in population size and economic resources available for conversion into military assets. (Shirk, “Realism” 2014) Liberalism and constructivism agree that while military and economic power are certainly important, a state’s economic power is not merely a mechanism to potentially strengthen military capacity but an influential factor that can be used to weaken an adversary. Likewise, a state’s international standing in well-established institutions like the World Trade Organization or the United Nations can greatly influence relations between states and should be considered a form of power. (Shirk, “Liberalism” 2014) Realism’s definition of power is more concerned with hard power, or a state’s ability to force another to behave in a manor it otherwise would not through military or economic means. Liberalism and constructivism’s definitions of power, though different, largely focus on soft power, or one state’s ability to convince another state that it wants what the first state wants too. (Shirk, “Power” 2014) Both kinds of power, hard and soft, do exist and are...
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...Soft power refers to the ability of a nation to obtain outcomes that it desires through persuasion and more notably, attraction. Conversely, hard power refers to power obtained through coercion. Through various methods, India and China are two nations that have experienced an extreme increase in their position as soft powers. China has provided an attractive model for many other nations by serving as proof that modernization and westernization are not synonymous. The nation’s relationship focused culture and their ability to remain focused solely on business relationships and stay segregated from the governmental practices of their international partners adds to the attractiveness for some nations. Additionally, Confucius Institutes located around the world contribute to linguistic, historical, and cultural awareness. India also has a rich culture of which awareness is promoted through cultural centers around the world. It’s widespread influence can be depicted through the success of Indian cuisine, technology, Bollywood, and even yoga practices. India has transformed into a modernized democracy, attracting much attention through its large pool of English speaking workers in combination with its high-tech information technology abilities. These qualities have given rise to the expanding Business Process Outsourcing (BPO) industry in India. This industry has allowed for the increase of India’s confidence in the global arena and has provided a starting point for further expansion...
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...Soft power refers to the ability of a nation to obtain outcomes that it desires through persuasion and more notably, attraction. Conversely, hard power refers to power obtained through coercion. Through various methods, India and China are two nations that have experienced an extreme increase in their position as soft powers. China has provided an attractive model for many other nations by serving as proof that modernization and westernization are not synonymous. The nation’s relationship focused culture and their ability to remain focused solely on business relationships and stay segregated from the governmental practices of their international partners adds to the attractiveness for some nations. Additionally, Confucius Institutes located around the world contribute to linguistic, historical, and cultural awareness. India also has a rich culture of which awareness is promoted through cultural centers around the world. It’s widespread influence can be depicted through the success of Indian cuisine, technology, Bollywood, and even yoga practices. India has transformed into a modernized democracy, attracting much attention through its large pool of English speaking workers in combination with its high-tech information technology abilities. These qualities have given rise to the expanding Business Process Outsourcing (BPO) industry in India. This industry has allowed for the increase of India’s confidence in the global arena and has provided a starting point for further expansion...
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...Soft power and the Korean Wave (J. Nye/Y. Kim) – Summary Gabriela Santana, Jan/2015 1A Soft power: The ability to strengthen mutual [political] cooperation potentials and exercise [political] influence through attraction. It can be contrasted with hard power: HARD POWER (FORCE) | SOFT POWER (ATTRACTION) | Military technology EconomyCoercive diplomacyAggressive and threatening | Culture (acceptability)Political values (admiration and trust)Foreign policiesAttract and co-opt | 1B 1C “Carrots and sticks”: The combination of rewards and punishment to induce behavior. Inspired by this idiom, Nye suggests three main ways to exercise power in order to reach one’s desirable outcome: 1) threats and coercion (“sticks”); 2) inducements or payments (“carrots”); 3) attraction that makes others want the same thing you want (“soft power”). 2A Signs of soft power potential in South Korea: Economic success Democratic political system (human rights; free elections; distribution of power) Korean tradition (art, crafts and cuisine) Success of Korean diaspora overseas. 2B Strategies to enhance the soft power: Attracting foreign students Increasing its overseas assistance outside Asia Government, companies, universities and non-profit organizations working together to develop and sponsor Korean cultural projects in order to gain visibility...... Hosting international conferences and events that draw attention to its success. 3A Korean Wave as soft power tool: Encouraged...
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...Joseph Nye in The Powers to Lead defines what he believes to be a leader and the skills necessary to be a leader. Greg Mortenson, the focus of Three Cups of Tea, fulfills Nye’s definition of a leader. After failing to summit K2, Mortenson stumbled upon a small Pakistani village and began a journey that would not only change his life, but the lives of thousand of children in Pakistan. While building schools in Pakistan, Mortenson has helped transform the mindset of an entire nation about the value of education. Nye says that two-thirds of Americans believe they are in “leadership crisis” (Nye pre). After the collapse of the sub-prime housing market and recent economic struggles, who can blame them? Those who are looking for a leader, however, need look no further than Greg Mortenson. Joseph Nye defines a leader as one who “helps create and achieve shared goals” (Nye 18). A leader must act in a triangular system that involves the leader, his followers, and the context in which the situation exists (Nye 21). Mortenson works effectively as a member of the leadership triangle. He acts as the leader and his followers are the towns, villages, and refugee camps that receive the benefits of his schools, water systems, and community centers as well as his assistants and the members of the Central Asia Institute. The context in which Mortenson exercises his leadership is as equally important as the other two parts of the triangle. As Nye quotes Karl Marx as saying, “Men make...
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...MANAGERIAL RESPONSE TO THREATS Threat of new entrants Barriers to entry: It is very common that the existing company in a industry will set the barrier to the new entrants. Because these new entrants might become the strong potential competitors in the future and take away large profit from the existing company. For these new entrants, they will carry out pretty attractive competition and use better financial strength to seize current and potential market. These moves will lower the benefits of existing business and the return of investment. To prevent this situation happen, Coca-Cola will set different barriers to discourage the potential entrants. I will discuss other enter barriers. Product differentiation One of the most important factors to determine whether a business can be successful is whether they have the compared advantages. It is very important to use the differentiation strategy to make your products known by the customers. Products that easy to remember and recognize by the customers are different from others. This difference can be the service of the company, the high quality, the name of brand. All of these characteristics will set up the customers loyalty in the market. Under the advantage of differentiation strategy, even though the new entrants maybe try their best to attract the customers with lower prices or other things, they may still suffer a loss in profit because the loyalty of the customers. Capital requirement Whenever and wherever people decide...
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...Competition in the Soft Drink Industry: Case Study of Coca-Cola, Pepsi, and Dr. Pepper Krisadee Rungsatcha MBA 500: Essentials of Business Management June 23, 2013 Larry Frazier Abstract The beverage industry nowadays is very competitive. Each brand pushes all strategies to be the number one in the market and try to win more consumers and achieve their goals. The main competitors in these industries are Coca-Cola Company, PepsiCo, Inc., and Dr. Pepper Snapple Group. Coca-Cola is the largest beverage company in this market and provides the most market share that PepsiCo, Inc. PepsiCo is the second leading company, and Dr. Pepper Snapple Group is the third leading company in soft drink beverage industry. This paper presents three main competitors and focuses on competitive strategies, market strategies, and overall strength of the companies. Also, it discusses a recommendation to improve the Coca-Cola Company’s competitive position. Company Summaries Coca-Cola Company. The Coca-Cola Company is the largest beverage company in the world. The Coca-Cola Company is the leader in the market of nonalcoholic beverages and owns market shares than 500 beverage brands, including sparkling drinks, juice drinks, ready to drink, teas, coffees, and energy drinks, such as vitamin water and Powerade. The Coca-Cola Company also owns the leading brands of the diet and light beverage market, such as Diet Coke and the top five soft drinks: Fanta...
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...1. Why is the soft drink industry so profitable? An industry analysis through Porter’s Five Forces reveals that market forces are favorable for profitability. Defining the industry: Both concentrate producers (CP) and bottlers are profitable. These two parts of the industry are extremely interdependent, sharing costs in procurement, production, marketing and distribution. Many of their functions overlap; for instance, CPs do some bottling, and bottlers conduct many promotional activities. The industry is already vertically integrated to some extent. They also deal with similar suppliers and buyers. Entry into the industry would involve developing operations in either or both disciplines. Beverage substitutes would threaten both CPs and their associated bottlers. Because of operational overlap and similarities in their market environment, we can include both CPs and bottlers in our definition of the soft drink industry. In 1993, CPs earned 29% pretax profits on their sales, while bottlers earned 9% profits on their sales, for a total industry profitability of 14% (Exhibit 1). This industry as a whole generates positive economic profits. Rivalry: Revenues are extremely concentrated in this industry, with Coke and Pepsi, together with their associated bottlers, commanding 73% of the case market in 1994. Adding in the next tier of soft drink companies, the top six controlled 89% of the market. In fact, one could characterize the soft drink market as an oligopoly, or even a duopoly...
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...explains the economics of the soft drink industry and its relation with profits, taking into account all stages of the value chain of the soft drink industry. By focusing on the war between Coca-Cola and PepsiCo as market leaders in this industry – with a 90% market share in carbonated beverages – the study analyses the different stages of the value chain (concentrate producers, bottlers, retail channels, suppliers) and the impact of the modern times and globalisation on competition and interaction in the industry. Throughout this analysis, I will assess how the strategic interaction between the two players allowed the creation of a “healthy" competition, where both companies need each other in order to remain competitive. Afterwards, I will go on to analyse the way that pricing and output decisions have affected the industry’s profits. Finally, I will discuss how Coca-Cola and PepsiCo could sustain their leadership in a market increasingly dominated by non-carbonated drinks. WHY IS THE SOFT DRINK INDUSTRY SO PROFITABLE? The soft drink industry refers to all drinks which do not contain alcohol. However, the original definition referred to carbonated and non-carbonated drinks made from concentrate. In this case discussion, I will take into consideration the US market, where the three major players – PepsiCo, Coca-Cola and Cadbury Schweppes – represent 90% of the market, with PepsiCo and Coca-Cola holding the largest share. In the soft drink industry, the distribution...
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...developed and went in market / broad consumer range under established sales force. By leveraging and pushing the pool of bottlers under them, the company went public and emphasized on the opportunity to put the beverage “in arm’s reach of desire”. To fulfill their desire to top the world as leading beverage suppliers, they won 4 of the world’s top 5 nonalcoholic beverage brands and they have setup operations in more than 200 countries all over the world with a strong portfolio of more than 2,800 products in these countries. On the hand, Pepsi Cola was founded in 1893. Following footsteps of coke, Pepsi also adopted franchise bottling system. Overcoming financial and legal hurdles around 1940’s Pepsi became second largest selling carbonated soft drink brand. In 1965 PepsiCo was formed through the merger of Pepsi and snack food giant Frito-Lay to exploit the non-CSD industries. With further successful merger and acquisitions with small and medium scale industries like Tropicana, Quaker Oats to name some they became world’s fifth largest food and beverage...
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...policies. After re-entering a hiatus of 16 years, Coco Cola has reached to each and every corner of India. Being one of the largest beverage companies in India, Coca Cola is now available through length and breadth of India. An Introduction to Coca Cola India:- Coca cola is a well-known American beverage giant, which sells concentrated soft drink worldwide. The journey for Coca cola begins when Pharma Scientist John Pemberton first formulated Coco Cola recipe in 1886 in Columbus, Georgia. Later in 1889, Coca Cola formula and brand was sold to Asa Candler who then incorporated the company Coca Cola in 1892. Rest is a history as the world knows. Coca Cola is now currently offers more than 500 products over 200 countries. Coca Cola has first opened its bottling plant in New Delhi in 1950 and existed in the market till 1977. India was not the easiest place to conquer for Coca Cola during 1970’s. Domestic brands such as Limca, Thums up were dominating brands in India at that time. By the time Coca Cola exited Indian Market in 1977, it was one of the leading soft drink brand. In 1977, when Morarji desai led Janata Party came into power, new foreign trade act called Foreign Exchange Regulation Act (FERA) was implemented. Under this regulation act, foreign companies were made to dilute its equity stake to its Indian counterparts if they wish to remain in the country. However has refused to bow down to Indian government regulation act and formally withdrawn from the country in...
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