The West Is Losing Its Soft Power, by Patrick Armstrong

The West, particularly the United States, has lost a lot of its appeal to the rest of the world. From Patrick Armstrong at strategic-culture.org:

“Soft power” is a useful concept whose invention is attributed to Joseph Nye in the 1980s. “Hard power” is easy enough to understand: it’s the USS Missouri in Tokyo Bay or Marshal Zhukov in Berlin. But soft power is more subtle: in Nye’s words: “many values like democracy, human rights, and individual opportunities are deeply seductive.” There are two commonly used ranking lists: Portland – Soft Power 30 – and Brand – Global Soft Power Index. Portland’s top ten in 2019 were France, UK, Germany, Sweden, USA, Switzerland, Canada, Japan, Australia and Netherlands. Brand’s in 2020 were USA, Germany, UK, Japan, China, France, Canada, Switzerland, Sweden and Russia. The first rating is very Eurocentric, the other includes Russia and China. Another difference is the position of the United States, but that doesn’t really make much difference to the point of my essay which is about soft power then, now and in the near future.

The Second World War brought the true flowering of the USA’s soft power; from the cargo cults of Melanesia to the cargo cults of Europe, GIs brought the dream to everyone. The USA won the war in a way that no other power did – it emerged immensely stronger and richer into a world in which its natural competitors had been impoverished. At Bretton Woods and San Francisco it shaped the new world to a degree that no other power could. And, understandably, it shaped it to its own benefit, quite convinced that it had every right to do so as the victor and exemplar of the better future. Only the USSR and its sphere grumpily disagreed.

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