The concept of soft power has been part of the parlance of international relations for three decades. Soft power actors use non-coercive and persuasive means to achieve their objectives. Attraction rather than force is their preferred language.
The application of soft power remains focused on states because of their primacy in international politics. But, the increasing influence of non-state actors dictates a need to review this approach. Non-state actors on the international stage include international organisations, NGOs, multinational corporations, terrorist groups and individuals.
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