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Joseph Nye
Born
Nye coined "soft power" in 1990: a country's ability to get what it wants through attraction, its culture, values and policies, rather than coercion or payment. Soft Power (2004) is the clear statement, and his later "smart power" combines it with military and economic strength. Realists in Morgenthau's line call it a nice-to-have that evaporates in a crisis; Nye, who served in three US administrations and died in 2025, argued it was the cheapest power a state has.
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