Analysing The Differences Between Soft And Hard Power Politics Essay

Analysing The Differences Between Soft And Hard Power Politics Essay Soft power was a term first coined by Joseph Nye in 1990 to recognise that nations had power resources other than the more readily conceived hard power of economic and military power. In his 2004 book Soft Power Nye attempts to expand upon the term and provide a tighter definition of soft power. His definition It is the ability to get what you want through attraction rather than coercion or payments  [1]  is general and needs substantial qualification and explanation to provide utility to statesmen and academics alike. Soft power has therefore generated significant debate as to its existence and utility. It has been argued that soft power is merely an argument for the merits of public diplomacy.  [2]  Nye himself argues that soft power is a resource that is underappreciated.  [3]  Increasingly the term soft power is being used by politicians and academics alike to portray a warmer less aggressive approach to international relations in the contemporary connected world. Eme rging powers such as China and India have been applauded for their use of soft power to attract outcomes they desire.  [4]  The US under Obama has distanced itself from President Bushs unilateral approach and has re-emphasised the utility and power of soft power to influence the world.  [5]   Despite the increased use of the term soft power, questions still remain as to the validity of soft power as an actual usable form of political power. Criticisms of soft power abound and include recognition that soft power is too fickle and generated from factors many of which are outside the direct control of a government. Soft power can have a positive effect on one group but have a polar opposite effect on another group within the same nation. Realist thinking in particular finds it difficult to reconcile so called soft power against a much more tangible hard power such as military might. But images such as a lone protester standing in front of a column of Chinese tanks in Tiananmen Square do have a tangible affect on how the world reacts to situations. The protester certainly had less hard power, yet world opinion was certainly not attracted to the Peoples Liberation Army (PLA) on that day. If not hard power, what sort of power is that then? The world today is increasingly connected. Images and opinions on crises and conflict can quickly be dispersed throughout the global community. The privilege of information superiority enjoyed by the leaders of nations in the past is increasingly threatened today. The governed can now get access to events and information much quicker and much more accurately than at any other time in human history. Measures of national power have to therefore take account of how a nation is perceived by the emerging global consciousness enabled by the information age. International relations is an ever changing tapestry of competition, cooperation and conflict but increasingly the interactions between states is becoming much more personal, much more deeper and much more diverse. While interactions between states remain dominant no state, particularly democratic states, can ignore the views of its citizens and their values. Much as violence is seen as distasteful within societies, there is now a great er threshold for justification of violence between states in the mind of the global community. Actions perceived as aggressive and without sufficient justification suffer a backlash of public opinion that undermines the ability of a regime to pursue a policy. RESEARCH OBJECTIVES The aim of this paper is to better define the concept of soft power as a tool of international relations and establish the critical importance of soft power within the contemporary world. The research question as such, is as follows: What is soft power and why is it important in the world today? This will be answered by firmly establishing that the foundation of all political power, international or domestic, is the will of people and that power is becoming more dissipated throughout a globalised world. To aid in the understanding of soft power a number of questions need to be addressed. First and foremost is the question of where power comes from. To understand from where political power is derived we need to investigate power from its base form in human society. By understanding the basis of political power we can begin to understand why or how the nature of power may begin to manifest itself in different ways. Soft power is different from hard power. How and why this is the case is necessary to better understand what soft power actually is. Yet power is power and therefore at some, if not all, levels hard and soft power must interact and effect each other. The question of the relationship between hard and soft power must be addressed to gain greater insight into what soft power is and how to employ it. Hard power is the more easily recognisable and traditional manifestation of national power such as armed might and economic capability. Next is the question of how do we measure soft power. National power has always been perceived within a context of raw power potential shaped and melded into international effect by a nations leaders to achieve their international objectives. Does a nation therefore have a raw soft power potential and if so how can it best be cultivated and employed? Hard power can often be perceived as finite and expendable. Once you expend a resource you no longer have it. Is this true of soft power also? Or can soft power be re-used over and over? Finally an understanding of the trends and phenomenon of the world today is fundamental to determining the importance of soft power today and into the future. The importance and relevance of soft power is growing as more of humanity becomes connected. As people become more connected so the complexity of human interaction increases. This dramatically enhanced presence everywhere on the globe has the potential to generate a surge of global opinion. Increased connectivity however does not only provide presence everywhere for opinions to form on significant world events. People can now connect with a more diverse and more numerous audience throughout the world. The international relations implications are profound. As the complexity of human interaction increases so too does the complexity of international relations and politics. LITERATURE REVIEW This paper is on soft power. However to properly ground this concept in International relations this paper will cover a number of interrelated topics. Therefore, a variety of writings, including some on International relations, International relations theory and globalisation will be used to define what soft power is. Contemporary articles and media will update current discussions on soft power and aid in determining its relevance and utility. Joseph Nyes 2004 book Soft Power is dedicated to the subject of soft power and attempts to establish firmly through contemporary examples and discussion what soft power is and how it is generated and used. Nye defines soft power as It is the ability to get what you want through attraction rather than coercion or payments.  [6]  Nye has attempted to expand upon the concept after first coining the term in 1990. In many regards he has not adequately achieved this and has in many regards muddied the waters and propogated confusion about what soft power is. Nye has not anchored this concept in any theoretical framework. Hans Morganthau book Politics Among Nations, first published in 1948 and then updated with eleven further editions up to 2005 will provide a basis for analysis of what national power is. Morganthaus chapters on political power, the struggle for power and the essence of power all provide insights into the enduring nature of power and a framework for determining what the basis of power is and therefore how relevant soft power is as a concept. Kenneth Waltzs book Realism and International Politics was published in 2008 and is a compilation of Waltzs earlier works. Waltzs works span six decades from 1959 until 2002 and will be used to provide a more contemporary understanding of international relations and a barometer to show how international relations, and more specifically political power, are evolving as the world changes. The theme of globalisation and issues associated with it is fundamental to the rising awareness and importance of soft power. Thomas Friedmans The Lexus and the Olive Tree published in 2000 provides an excellent discussion of globalisation and its effects on the world. Friedmans early chapters provide a good description of what globalization is and how it has arisen. Friedman also touches upon the impact of globalisation on how power is employed in the emerging world. Friedman has expanded on his previous work on globalisation with his 2006 book The World is Flat. Now in its third expanded and updated edition within three years, the publishing history of this book is testament to the increasing speed of globalisation within the world today. In this book Friedman highlights three phases of gloablisation that he terms Globilisation 1.0, 2.0 and 3.0. The idea that in Globalisation 1.0 nations gloablised, Globalisation 2.0 organisations globalised and in Globalisation 3.0 that we are seeing every individual globalised is central to understanding the importance of soft power in the contemporary world. If Friedman is to be even half believed, soft power is only going to become even more critical in coming years. The relationship between globalization and international politics is further enhanced with The Globalization of World Politics, An Introduction to International Relations by John Baylis and Steve Smith, first published in 2001 and updated in 2005. While providing a comprehensive and detailed understanding of contemporary international relations overall it is striking to note that this work offers only the barest mention of the concept of soft power. Likewise Charles Kegleys 12th edition of World Politics: Trend and Transformation, published in 2009 is a comprehensive text that charts the evolution of international relations from a theoretical perspective but mentions soft power only as an aside. Malcom Gladwells now famous The Tipping Point, first published in 2000 and now in its fifteenth reprint, provides a discussion on how the little things can make a big difference in a globalised connected world. Gladwells work does not specifically deal with international politics or power but his central concept provides food for thought on why soft power is now so critical. RELEVANCE OF RESEARCH The 2003 US invasion of Iraq has highlighted both the unstoppable military might of the worlds only superpower and the limitations of operating solely in a hard power domain of international relations. While it is beyond the scope of this paper to discuss the merits or not of the decision to invade Iraq, it is clear that the US found that it suffered a significant backlash from the way in which it did approach this issue on the global stage. Understanding soft power is more critical with every passing day as the world continues to connect. The concept of soft power is fuzzy and ambiguous. Skeptics will always be found for any subject. Proponents of the concept have varying interpretations of what it actually is. Many use the term from a simplistic point of view that helps undermine the importance of soft power. Nye has done well in articulating the concept but confusion and misunderstanding persists. This paper endeavors to contribute in even the smallest measure to a better understa nding of soft power and why it is critical in the world today and into the future. METHODOLOGY AND LIMITATIONS This research paper will focus on a theory review from the library resources available at the Maktab Turus Angkatan Tentura (MTAT), Malaysian Armed Forces Ministry of Defence, the University of Malaya, Malaysian and New Zealand Bookshops. In addition to this various journals and articles sourced from on-line databases will also be used. The intention of this paper is to bring together theoretical international power and globalisation concepts with Nyes concept of soft power, in order to provide a better understanding of soft power, its relationship to other elements of national power and its growing importance. Due to time constraints and resource limitations, research for this paper is based on a limited number of secondary sources. Some books obtained are not the most recent editions however internet resources have been used where possible to ensure ideas gained from older editions have not been superseded. CHAPTERISATION This paper is divided into five chapters. Chapter one provides an introduction to the study to be undertaken including background information and a review of the literature available in compiling this research. Chapter one also outlines the methodology undertaken in order to obtain the required information. Chapter two focuses on the theoretical concept of power. The chapter discusses power from its fundamental principles recognising that in todays world that . Chapter three introduces the concept of soft power as defined by Joeseph Nye and the transnational crime threats and regional security mechanisms within the South Pacific, describes the current security environment and a summary of transnational crime and security issues. The chapter will then discuss the factors contributing towards transnational crime in the South Pacific within the framework of political, military, societal, economic and environmental security concerns. Chapter three then discusses the regional security mechanisms by outlining the Pacific Islands Forum, The Pacific Plan, the Forum Regional Security Committee, and then concludes. Chapter four introduces the responses to threats in the South Pacific and discusses the approach being taken by regional and global governments, non government organisations and law enforcement agencies to combat transnational crime within the South Pacific region. Chapter five concludes the paper by drawing together the concepts of transnational crime and security, the transnational crime and security threats in the South Pacific and the responses to them, and concludes that in order to overcome the threats of transnational crime to a states national security, non government organisations and law enforcement agencies must understand the complexity of transnational crime, the contributing factors, the challenges associated with combating it and focus their efforts in a joint approach to address the threats to the benefit of the state, its population and the global community.

NAFTA and the Labor Debate Essay -- Economy Trade Essays

NAFTA and the Labor Debate The Debate Since the end of the eighties and the beginning of the nineties, there has been a surge in the creation of trade agreements all over the world. The one encompassing the largest area and affecting the greatest number of people is the North American Free Trade Agreement (Text of the NAFTA, Organization of American States). The three major countries of North America signed this regional trade agreement in 1993: Mexico, the United States, and Canada. The North American Free Trade Agreement or the NAFTA, as it became popularly called, was an effort that was initiated by the United States. At first, there existed the CFTA agreement between the United States and Canada. Later the U.S. Administration saw it as beneficial if the country of Mexico entered the free trade agreement. In August of 1990, then Mexican President Carlos Salinas de Gortari formally applied to enter a free trade arrangement with the United States. Six months later, Canada announced that it too would join the negotiation s for a tri-national trade agreement (Coote, p. 7). The agreement was signed and approved by the governments of the three countries and the NAFTA came into effect on January 1, 1994. Interdependence and Free Trade, These are the two most fashionable words spoken by economists and world leaders today. The majority of the nations of the world are involved one type of trade agreement or another and nearly all of the countries in the world are members of the World Trade Organization. With this surge in interdependence and trade agreements however, there have surged many problems and issues that cause much controversy and discordance. One of the main issues that has caused controversy, especially in th... ...TA" in Alan Rugman, 1994. Foreign Investment in NAFTA. Columbia SC. University of South Carolina Press Smith, Adam. 1976. An Inquiery into the Nature and Causes of the Wealth of Nations. Oxford, UK: Oxford University Press Department Of Labor. Bureau of Labor Statistics. www.stats.bls.gov Table A-4, Selective Employment Indicators Secretaria de Trabajo y Prevision Social. Estadisticas Laborales. Trabajadores Asegurados Permanentes Por Gran Division de Actividad Economica Registrados en el IMSS. www.stps.gob.mx United States – Mexico Chamber of Commerce. "The North American Free Trade Agreement at Five Years : What It Means for the U.S. and Mexico" www.usmcoc.org /naftafor.html United States – Mexico Chamber of Commerce. "The North American Free Trade Agreement: Five Years Linking U.S. and Mexican Markets" http://www.usmcoc.org/nafta5_eng.html

Jamba Juice Essay

Jamba Juice The Brief Jamba Juice is a specialist vendor of healthy blended beverages, juices and snacks, with over 600 franchised and company retail outlets in California and over 20 other states. The company wished to carry out a classic promotion: to drive visitors to its stores over the course of a two week campaign with a â€Å"BOGO† (Buy one get one free) beverage offer. The Approach Guided by digital advertising agency Xylem CCI’s media agent, JL 360, Jamba Juice decided to conduct a pure online campaign. This campaign was targeted primarily at women, who predominate among Jamba Juice’s customers. 24/7 Real Media was chosen by Xylem CCI and JL 360 to be the digital advertising partner. The resulting campaign included multiple creative variants in different banner formats. All of these creatives invited the viewer to click through to a Web page where they could print out a coupon—unique to this campaign—with which to claim their BOGO. The campaign began on June 19, 2007. A target of 100,000 coupon redemptions over a 14-day period was set, with coupons expiring at the end of the campaign. The resulting ads were served on a run of network (RON) basis across the 24/7 Global Web Alliance network of over 950 Web sites. They were targeted geographically, aiming mainly towards California as well as the other regional markets where Jamba Juice operates. As women were a main target market, Jamba Juice could reach these potential female customers through 24/7 Real Media’s Women’s Interest vertical channel. People who visited Jamba Juice’s own site at one point and then later browsed the Internet were then also served additional â€Å"retargeted† ads when they visited any of the Web sites on the Web Alliance. As well as regular inpage banners, page load ads were used, in which a full page ad pops up while the user’s requested page is loading. The campaign was also supported with a limited outreach of 62,000 branded outbound emails to untested subscribers within Jamba Juice’s database. These subscribers received the same offer as was extended in the banner campaign. The Results Because the online coupons were unique to this campaign, progress was easily tracked. â€Å"We have experienced incredible success with our campaign utilizing various types of targeting on the Global Web Alliance. The digital marketing plan that 24/7 Real Media put in place for our client, and then executed, produced results far beyond anything we had expected. † -Sean Black, President JL 360 Target achieved half way through campaign, at half the budgeted spend By the end of campaign day 8, visitors had downloaded all of the coupons that Jamba Juice had allocated to the full 14 days of the campaign, on a spend of approximately 50% of the budget. The Meaning of the Results Retargeted ads—those delivered to people browsing the Internet who had previously visited Jamba Juice’s Web site—yielded the highest response levels of all ads served. JL 360 can secure the right channel for clients’ marketing/messaging and ensure delivery of results that meet specific measurements of success. Services include Media Strategy, Media Execution (Buying), and Media Accountability. About Xylem CCI: Xylem CCI is a leading independent digital advertising agency, meaning they design, execute, and manage digital advertising campaigns that include large-scale Web sites, Flash microsites, eMarketing strategies and viral advertising campaigns. Xylem CCI believes in fresh, innovative thinking, just the way you expect if from a hungry independent creative agency. They have been in the digital space as long as anyone in the business, are 70 plus strong, hyper-creative, overly zealous and have tons of extreme vigor. The agency understands that consumers are constantly driving and demanding new and innovative delivery methods, and therefore focuses on creating cutting-edge solutions guaranteed not to disappoint. Every single day, they are evolving the business to stay on the forefront of popular culture and the convergence of informational mediums in an increasingly fragmented and multidimensional world. About Jamba Juice: An extraordinary health experience unlike any you’ve ever tasted, Jamba Juice serves up delicious, nutritious, energizing smoothies and juices. Each one is filled with refreshing fruit flavor and provides 3-6 servings of fruit to get you on your way to 5-a-day! Also, boosted with vitamins and minerals and always served in a fun and uplifting environment. You’ll find Jamba Juice provides everything you need to live an active, healthy and happy life! Jamba Juice is the leading outlet for blended fruit drinks with about 600 smoothie stands in over 20 states. Its menu includes more than 30 varieties of custom smoothies and Jamba Boosts, along with other fruit juices and baked goods. Jamba Juice locations include freestanding units as well as on-site kiosks in high traffic areas, such as college campuses, gyms, and airports. â€Å"Our ability to produce â€Å"Once we’d fully digital advertising implemented Open success stories for AdStream, we found our clients like working that we were Jamba Juice is dependent on with an integrated the expertwas far tool that and reliable partnerships that we more powerful share with JL360, and than the simple 24/7 Real Media.

Fdr Fdr And Leadership - 1783 Words

FDR and Leadership Alvernia University Kenneth Stenger October 13th, 2014 Whether or not you agreed with his policies Franklin Delano Roosevelt was a very effective leader. When he became president the country was in the worst economic turmoil it has ever seen. Couple that with his diagnosis of polio he received at the age of 39 that left him handicapped and leading the country when we were fighting the greatest war that has ever been fought you can see that this wasn’t a president that had the luxury of leading while the country was at peace. He had arguably one of the toughest presidencies, a presidency that required strong leadership and determination in order for the country to become successful. When FDR was first elected president in 1932 many people many people speculate that he he won so much of the vote due to the fact that everyone was voting against the extremely unpopular Herbert Hoover rather then voting for him. 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