Description
This study questions the Western-centred roots of soft power ideas in IR. It pushes for a fresh view that puts at the centre the actions, knowledge systems, and past experiences of countries that were once colonies. Joseph Nye's key approach—based on appeal, culture, and democratic ideals—quietly treats Western standards as universal. This overlooks other ways of gaining influence and keeps up an unequal world system, where these countries are seen as followers instead of equal players in shaping global rules. Rethinking soft power means making two big changes in how one understands it. First, one needs to dig into overlooked records of governance, diplomacy, and cultural outreach from the developing world. Second, one should develop new ideas about power that goes beyond just force versus charm. The paper uses examples like India's use of ancient heritage in diplomacy, Brazil's partnerships with southern countries, and Nigeria's film industry spreading culture abroad. It views soft power as a diverse and debated space that is shaped by ongoing fights against the effects of past empires. The goals include tracing the colonial origins in soft power talks and rebuilding non-Western ways of influence through historical records and on-the-ground research. Lastly, it aims to build stronger links between IR, studies of colonialism's aftermath, and regional expertise. Key questions answered are: How do these countries think about and use soft power outside of Western models? How do colonial pasts affect today's cultural diplomacy and efforts to set new standards? Can a reworked soft power idea include clashing ways of knowing without creating fresh inequalities? The paper seeks to shake up the standard views in IR. By bringing forward ignored perspectives, it rethinks global power as a place for freedom and change, not endless control.
