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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Soft Power Beyond the West

Soft Power Beyond the West

Asatrian, Garnik S.
Weinreich, Matthias
Zelenev, Evgeny

Hardcover

Series: Iran and the Caucasus Monographs, Book 9

EconomicsGeneral Political Science

PREORDER - Expected ship date March 18, 2027

ISBN10: 9004780114
ISBN13: 9789004780118
Publisher: Brill
Published: Mar 18 2027
Language: English
This collective volume re-evaluates Joseph Nye's concept of soft power, arguing that its original Western, liberal framework no longer aligns with twenty-first-century multipolarity. While historically linked to post-Cold War American hegemony, soft power has shifted due to the rise of non-Western actors, including China, Turkey, Japan, Vietnam and Russia, which project influence through regional narratives rather than universal norms. These emerging powers often leverage culture, economic support, technological export, and anti-colonial memory to challenge Western influence. Consequently, the traditional distinction between soft and hard power is progressively blurred, as cultural influence is now deeply intertwined with strategic competition. The book concludes that modern global influence is increasingly derived from embodying distinct, non-Western alternatives, transforming soft power into a tool for geopolitical competition rather than universalistic persuasion.

Contributors
Garnik S. Asatrian, Georgi Asatryan, Maria Chizhevskaya, Mahesh Ranjan Debata, Nina Grigoreva, Alena Korobochkina, Svetlana Krivokhizh, Mher D. Sahakyan, Elena Soboleva, Maria Soloshcheva, and Evgeny Zelenev.

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