Soft Power is the term coined by Harvard Academic, Joseph Nye. It is the ability of a nation to others, through its culture, foreign policy, and may be the booming economy for that matter. Recently this word has been used a lot by our MOS for External Affairs and an exceptional academic Mr. Shashi Tharoor during his many talks.
Soft power is the same power which Gandhi made use of? Non-violence and patience can be considered as the two elements. But today this word Soft Power has gone beyond being only soft. It has a hard impact on other nations, for that matter. The impact of McDonalds and CoCa-Cola is what manifest the Soft Power of America. Volkswagen (German Engineering, for India) that is German Soft Power. Nokia, the biggest selling brand in India, is the soft power of Finland.
Looking to these two questions arises.
1 . Is Soft Power only about the rise in economy?
Has Indian been able to purse it?
Certainly not, as I said, it is marking your presence in other’s mind through non-violent means. It may be the diversity of a culture of a nation, good governance, law and order, economic boom, foreign policies etal.
Having said that, Indian Soft power has much to brag about.
a. Don’t try to call an Afghan at 8.30 pm in evening coz this is the time when he is busy watching ‘Kyunki Saas Bhi Bahu Thi’. This is dubbed into “Dari” (Afghan language) and telecasted on Tulu (TV). Thefts were reported at that time because guards are busy watching the show rather than minding the store. Wedding are reported delayed because of the time clash with the show. This is India Soft Power. Indeed as the Afghan say, Tulsi Zindabad( Long live Tulsi).
b. “1000 American Couples entered in wed-lock as per Hindu Customs”. This was the news headline in a national daily.
c. Baba ramdev’s yoga and meditation Cd’s highest market is US. This is Indian Soft Power.
I have nowhere mentioned the soft power that Indian Economy fetches, thought it can be easily understood that in the last quarter India fetched 80,500 crores of FII’s. So India seems to be most sought after destination for investors.
Although, Soft Power alone can’t create much value, unless it is supported with strong foundation. Yet India seems to be in a promising state to pursue it. If it’s pursued I strongly believe that it has the backing of strong Entrepreneurs who can bear the rest of the burden.