The U.S. Information Power Has Elevated Its Soft Power

The U.S. Information Power Has Elevated Its Soft Power

Soft power, more than ever before, is greatly embraced by ethically-minded scholars and policymakers. The phrase was coined in 1990 by Joseph Nye of Harvard University in the book--Bound to Lead: The Changing Nature of American Power. "'Soft power' is the ability to achieve desired outcomes in international affairs through attraction rather than coercion. It works by convincing others to follow, or getting them to agree to, norms and institutions that produce the desired behavior." The United States, beyond doubt, has been and in the foreseeable future will still be the preeminent force in many areas of soft power. Information technology and mass media, which have been highly developed and advanced in the United States, have played an important role in elevating the U.S. soft power--national cohesion, cultural influences, affinities and influences in foreign policies, important roles in global issues.

Advanced information technology and mass media in the U.S. have made it possible to spread information freely and rapidly to all the citizens. The informed citizens are willing to speak their minds and participate in the national and international affairs. It's unlikely for citizens to show much enthusiasm in current affairs if they have no idea of what has happened and what is going on. Having known much information about different kinds of events, Americans are committed to the country, which consequently strengthens national cohesion.

American films, television programs, electronic communications and other forms of mass media have successfully served as tools to convey American culture, ideologies, social and political institutions to people all over the world. American culture, including individualism, equal opportunities, free markets, have become attractive to many people in foreign countries with the help of its information technology and mass media. This happens not only to places where similar culture and values dominate, such as European countries, but also where ambivalence about American culture exists, such as China. "USIA's international broadcasting arm, the voice of America, has in the last few years become the primary news source for 60 percent of the educated Chinese." According to Neal Rosendorf, American culture seems to others "exciting, exotic, rich, powerful, trend-setting--the cutting edge of modernity and innovation." Despite the vulgarity, sex, and violence, "American pictures and music exalt icons of freedom, celebrating a society conducive to upward mobility, informality, egalitarian irreverence, and vital life-force". The United States obtained huge cultural influences both at home and abroad by spreading its culture and values through mass media.

America's emerging military capabilities, particularly "the technical advances of ISR, C4I, and precision force", have been providing "an information umbrella" to itself, and more significantly, to other nations which are willing to ally with America. After the Cold War, the relationships between countries have become more ambiguous and the world less benign