IMAGE- BUILDING: A COMPARISON OF THE SOFT POWER DIPLOMACY OF INDIA AND CHINA INTRODUCTION It was the political scientist Joseph Nye who coined the term soft power , deeming it to be the art of civilized persuasion . I t is conversion by cultural capital and a ccording to Nye, power can be exerted mainly via three means - coercion , inducement and attraction . I t is the third one which operates by means of allure and which we call soft power . When America was forced to retreat from Vietnam and Afghanistan or when the Soviet Union was faced with collapse, a greater power was losing before the will to fight expressed by a smaller power. T he ancient people of Afghanistan resisted the foreign ideologies of communism and western hegemony . We can see a similar dynamic at play in the current invasion of Ukraine by Russia. Apart from actual combat, both sides embark on an informational war and i n every such oc...
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