and that is very different from the soft power understanding and conceptualization of joseph nye, the original concept. so i think that's where a lot of the misunderstanding comes from estimates and think of why russia is doing certain things the way it is in terms of public diplomacy. so what is this russia version of soft power? someone suggested resort that russia cannot outcompete the u.s. when it comes to the soft soft power. instead he suggests focusing on the hard soft power which sort of implies the promotion of the russian perspective and influence abroad, and what jill mention in terms of pr and branding sort of falls within this category of examples. similarly we can see the rise of anti-western or rather anti-american conceptualization of soft power. which was paralleled by the prominence of the concept in the russian discourse, whether we're talking about national sovereignty or informational sovereignty. and at the core of this lies this perception of an all-out war by the west against all those other countries that won't give in into western influence. whether it's iran

soft power was claimed by the harvard scholar, joseph nye, in the early '90s. during the clinton administration, he was a state department official. an cold war was coming to end by that time. think he was aware a new time in history was coming along with other thinkers and he was trying to find what would be the nature of power in his new post cold war time. he came up with the idea that during thewer, and cold war, it was not the sole determinant of foreign affairs and influence of foreign affairs. he underscored the other factors that were at play both in the defeat of the soviet union and as a way for entities, countries, nations and non-governmental organizations to have an influence on people. he came up with the word soft power. in a nice power article that appeared in 1996. he says "power is the ability to get what you want. there are basically three ways to do that -- color of domestics, payments, carrots, and attraction, soft power. so soft power is the power of attraction. he says they countries soft power can come from three culture, itsits politica

it reminds me a little bit of an article that lead appeared in foreign affairs by joseph nye regarding chinese and russian soft power, where he made the point that it won't be successful intel the two countries get their act together at home. so it's an interesting one of you, it's kind of an agreement here that if, ma you, if you can no longer attract the world by what you are, you've got a problem with soft power. you know, i think that's part of the problem the united states does, in fact, have, that it is perceived in many parts of the world as, you know, hypocritical i think is probably the thing that comes to mind that we say one thing and do another. we criticize other countries human rights, and what about our situation here? so i think the general point he would be that unless a country itself at home preserves its values and principles, it's soft power, and public diplomacy, you know, won't work, you know, you can put lipstick on a pig. >> let's go to a question in the third row and i'll take one more question century getting off at 730 tonight. so we'll take your question an

joseph nigh. in the early '90s. in that period during the clinton administration, he was a state department official. the cold war was coming to an end by that time, and i think nye was aware a new period in history was coming along with other thinkers, huntington, and he was trying to find what would be the nature of power in this new post cold war period. and he came up with the idea that military power in in new period -- in fact during the cold war, was not the sole determinant of foreign affairs and influence in foreign affairs. he underscored that other factors who are play, both, if you will, in the quote, defeat of the soviet union as a way for entities, countries, nations, and nongovernmental organizations to have an influence on people. so he came up with a word soft power. he said he defines power in a nice q & a article that appeared in 1996, i believe. he says, power is the ability to alter the behavior of others to get what you want. there are basically three ways to do that. coerce, sticks, payments, carrots, and attraction. soft power. so soft power is the power of attraction. he says a country's soft power can come from three resources, culture,