Relevancy
What is more, soft power extends beyond the operations of government altogether, to the activities of the private sector and to society and culture at large. Like the challenge of the Cold War, this one cannot be met by military power alone. That is why it is so essential that Americans- and others- better understand and apply softer power. Soft power has gained more influence because it addresses the underlying dispositions of the people who have increasingly become more active in their governments. This is true even in authoritarian countries where people and institutions are increasingly able to shape the debate.
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