Comment on How Thailand Is Redefining ‘Soft Power’

How Thailand Is Redefining ‘Soft Power’

Moo Deng might seem to most people like just an adorable viral baby hippo, but to the government of Thailand, where she’s from, she’s a cultural ambassador and shining example of the country’s push to boost what it calls its “soft power.” The term soft power was coined at the height of the Cold War by American political scientist Joseph Nye, who used it to describe “when one country gets other countries to want what it wants” without the use of force, in contrast to the hard power “of ordering others to do what it wants.” [time-brightcove not-tgx=”true”] But in the last year and a half, since the Pheu Thai party came to power in August 2023, Thailand has sought to redefine soft power instead as getting others to want what it has—with a particular emphasis on highlighting the country’s cultural prominence to attract tourists and foreign investment. Moo Deng isn’t alone.

 

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