Published Paper Details:

In an era where the dynamics of global power are rapidly evolving, the tools and tactics of diplomacy are also undergoing a significant transformation. Traditional notions of power--rooted in military strength and economic dominance--are no longer sufficient to build sustainable international relationships or to influence global discourse. Instead, nations are increasingly turning to soft power, a subtler yet profoundly effective form of influence that derives from culture, values, ideology, education, and the ability to inspire and attract rather than to impose. The concept of Soft Power, first articulated by American political scientist Joseph S. Nye, emphasizes a nation's ability to shape the preferences and behaviours of others through non-coercive means. In the interconnected, digitally driven, and multipolar world of the 21st century, soft power has emerged as a strategic asset for building long-term partnerships and enhancing a country's image and influence on the global stage. At the heart of soft power lies public diplomacy--the practice of engaging foreign publics directly to inform, influence, and build mutual understanding and trust.