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How Ukraine is winning the soft power struggle

While hard military power will eventually decide the outcome of Russia’s war in Ukraine, the power of values, persuasion and attraction are hardly irrelevant

We can see the effects of bombs and bullets right away, whereas the attraction of values and culture may be visible only in the long run
We can see the effects of bombs and bullets right away, whereas the attraction of values and culture may be visible only in the long run Photo: Getty Images

Joseph S Nye Jr is a professor at Harvard University and author of Do Morals Matter? Presidents and Foreign Policy from FDR to Trump

As Russian missiles pound Ukrainian cities and as Ukrainians fight to defend their country, some avowed realists might say: “So much for soft power.” But such a response betrays a shallow analysis. Power is the ability to affect others to get the outcomes you want. A smart realist understands that you can do this in three ways: by coercion, payment or attraction — in other words, the proverbial “sticks, carrots and honey”.

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