Word: soft
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...This “soft power” contrasts to “hard power” that is characterized by military force...
...speech, Nye made an effort to separate his concept of soft power from notions America’s commercial image overseas...
...Coca Cola and McDonald’s don’t determine outcomes, but that’s not what soft power’s about,” he said. “The way you attract [support] is the nature of your policies...
...look at the U.S. now, we’re squandering our soft power...
...theory looks at what Nye called “soft power”—“a country’s cultural or ideological appeal”—as a source of power and influence...