The Digital Revolution and the Transformation of Soft Power

Author

Faculty of Mass Communication, Cairo University

Abstract

Soft power is a concept coined by Joseph Nye of Harvard University to describe the ability to attract and include without coercion or the use of force as a means of persuasion, i.e. getting the other person to do what we want without coercion. Procedurally, soft warfare theory permits indirect warfare tactics, such as playing by the opponent's rules and creating a state of scepticism about the constants and beliefs adopted by the opponent. With the massive spread of social media networks around the world, the United States has adopted a philosophy of employing social media networks that is consistent with the philosophical and intellectual background of the communication and media strategies adopted by the US State Department.

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References

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