Dr. Saleh Shahriar
Introduction
What are the key elements of the Chinese ‘soft power’ strategy in Bangladesh? How has China’s soft power strategy influenced Bangladesh’s economic, social and cultural landscape? These questions are addressed in this article.
On March 2, 2023, Brand Finance – the world’s most famous consultancy agency – published a report on Global Soft Power Index (GSPIS) in London which examined the brands of 121 nation-states. The report reveals that among the top 20, Western countries are much ahead in pursuing soft power compared to South Asian or African countries. Soft power is a term used in international relations to describe a country’s ability to influence others through cultural appeal, values, and diplomacy rather than coercion or force.
Coined by political scientist Joseph Nye in the late 1980s, soft power contrasts with “hard power”, which involves military might and economic sanctions. Soft power involves the power of attraction in international politics. Nye developed the concept of soft power in a Cold War context. The concept of soft power refers to the ability to achieve desired outcomes through attraction rather than coercion or monetary incentives. Since the end of the Cold War, the concept of soft power has evolved over time into a broader concept.
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