soft power

The ability to obtain what one wants through co-option rather than the use of coercion.

The phrase was first coined by Joseph Nye of Harvard University in the late 1980s and is now widely used in international affairs.

From Nye’s book, Soft Power: The Means to Success in World Politics: “Soft power lies in the ability to attract and persuade. Whereas hard power — the ability to coerce — grows out of a country’s military or economic might, soft power arises from the attractiveness of a country’s culture, political ideals, and policies.”