Power - Soft Power
The use of diplomacy, culture and history in order to attract and cooperate with another political or social group. Cultural diplomacy academics stress the advantages and utility of soft power in promoting positive international and intercultural relations as it promotes trust and mutual understanding. Furthermore, unlike hard power, the employment of soft power extends beyond the government: individuals and private sector corporations are able to contribute to the improvement of relations just as effectively as the government. The disadvantage of soft power is that its employment can be futile in severe situations such as war. It is thus generally agreed that a combination of hard and soft power, known as “Smart Power”, is often more effective than the sole employment of just one means of power.