Soft Power
Joseph Nye's concept (developed from the late 1980s, refined in his 2004 book): 'the ability to get what you want through attraction rather than coercion or payments.' A state's culture, political values, and foreign policy, when other states find them genuinely attractive, reduce the costs that state would otherwise pay in coercion or bribery to secure cooperation. Nye argued soft power supplements rather than replaces hard power; the most effective strategy combines both into what he called 'smart power.'