The rhetoric of soft power : public diplomacy in global contexts / Craig Hayden.

Includes bibliographical references and index.

Introduction -- Evaluating soft power: toward a comparative framework -- Japan: culture, pop culture, and the national brand -- Venezuela: Telesur and the artillery of ideas -- China: cultivating a global soft power -- United States of America: public diplomacy 2.0 and 21st century statecraft -- Conclusion.

diplomacy and strategic communication initiatives, in order to portray how Joseph Nye{u2019}s notion of 2soft power3 has translated into context-specific strategies of international influence. The book examines four cases {u2013} Japan, Venezuela, China, and the United States {u2013} to illuminate the particular significance of culture, foreign publics, and communication technologies for the foreign policy ambitions of each country. The book explores the notion of soft power as set of theoretical arguments about power, and as a reflection of how each country perceives what is an increasingly necessary perspective on international relations in an age of ubiquitous global communication flows and encroaching networks of non-state actors. Soft power is discussed a means by which public diplomacy is justified and in the process, reflects arguments for how each state sees what is possible through soft power. Through an interpretive analysis of policy discourse, public diplomacy initiatives and related programs of strategic influence {u2013} soft power in each case represents a localized formation of assumptions about the requirements of persuasion, the relevance of foreign audiences to state goals, and the perception of what counts as a soft power resource. As the book demonstrates, each country articulates perspectives that challenge the universality of the soft power concept. Soft power has grown to be truly global concept that foregrounds the significance of international communication; soft power is a hybrid concept that retains the basic idea that international objectives can be achieved through non-coercive means, yet is inevitably refracted through the prism of local strategic concerns and history. The book contributes to the growing interdisciplinary community of scholars interested in soft power, public diplomacy, and international strategic communication. It provides an unprecedented comparative investigation of the relationship between soft power and public diplomacy.