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Powerful America

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We hear a lot about how powerful America has become in recent years, but what do we mean by power? Simply put, power is the ability to effect the outcomes you want and, if necessary, to change the behavior of others to make this happen. For example, NATO's military power reversed Slobodan Milosevic s ethnic cleansing of Kosovo, and the promise of economic aid to Serbia's devastated economy reversed the Serbian government's initial disinclination to hand Milosevic over to the Hague tribunal.

The ability to obtain the outcomes one wants is often associated with the possession of certain resources, and so we commonly use shorthand and define power as possession of relatively large amounts of such elements as population, territory, natural resources, economic strength, military force, and political stability. Power in this sense means holding the high cards in the international poker game. If you show high cards, others are likely to fold their hands. Of course, if you play your hand poorly or fall victim to bluff and deception, you can still lose, or at least fail to get the outcome you want. For example, the United States was the largest power after World War I, but it failed to prevent the rise of Hitler or Pearl Harbor. Converting America's potential power resources into realized power requires well-designed policy and skillful leadership. But it helps to start by holding the high cards.

Traditionally, the test of a great power was "strength for war."(18) War was the ultimate game in which the cards of international politics were played and estimates of relative power were proven. Over the centuries, as technologies evolved, the sources of power have changed. In the agrarian economies of seventeenth- and eighteenth-century Europe, population was a critical power resource because it provided a base for taxes and the recruitment of infantry (who were mostly mercenaries), and this combination of men and money gave the edge to France. But in the nineteenth century, the growing importance of industry benefited first Britain, which ruled the waves with a navy that had no peer, and later Germany, which used efficient administration and railways to transport armies for quick victories on the Continent (though Russia had a larger population and army). By the middle of the twentieth century, with the advent of the nuclear age, the United States and the Soviet Union possessed not only industrial might but nuclear arsenals and intercontinental missiles.

Today the foundations of power have been moving away from the emphasis on military force and conquest. Paradoxically, nuclear weapons were one of the causes. As we know from the history of the cold war, nuclear weapons proved so awesome and destructive that they became muscle bound-too costly to use except, theoretically, in the most extreme circumstances.(19) A second important change was the rise of nationalism, which has made it more difficult for empires to rule over awakened populations. In the nineteenth century, a few adventurers conquered most of Africa with a handful of soldiers, and Britain ruled India with a colonial force that was a tiny fraction of the indigenous population. Today, colonial rule is not only widely condemned but far too costly, as both cold war superpowers discovered in Vietnam and Afghanistan. The collapse of the Soviet empire followed the end of European empires by a matter of decades.

A third important cause is societal change inside great powers. Postindustrial societies are focused on welfare rather than glory, and they loathe high casualties except when survival is at stake. This does not mean that they will not use force, even when casualties are expected—witness the 1991 Gulf War or Afghanistan today. But the absence of a warrior ethic in modern democracies means that the use of force requires an elaborate moral justification to ensure popular support (except in cases where survival is at stake). Roughly speaking, there are three types of countries in the world today: poor, weak pre-industrial states, which are often the chaotic remnants of collapsed empires; modernizing industrial states such as India or China; and the postindustrial societies that prevail in Europe, North America, and Japan. The use of force is common in the first type of country, still accepted in the second, but less tolerated in the third. In the words of British diplomat Robert Cooper, "A large number of the most powerful states no longer want to fight or to conquer."(20) War remains possible, but it is much less acceptable now than it was a century or even half a century ago.(21)

Finally, for most of today's great powers, the use of force would jeopardize their economic objectives. Even nondemocratic countries that feel fewer popular moral constraints on the use of force have to consider its effects on their economic objectives. As Thomas Friedman has put it, countries are disciplined by an "electronic herd" of investors who control their access to capital in a globalized economy.(22) And Richard Rosecrance writes, "In the past, it was cheaper to seize another state's territory by force than to develop the sophisticated economic and trading apparatus needed to derive benefit from commercial exchange with it."(23) Imperial Japan used the former approach when it created the Greater East Asia Co-prosperity Sphere in the 1930s, but Japan's post-World War II role as a trading state turned out to be far more successful, leading it to become the second largest national economy in the world. It is difficult now to imagine a scenario in which Japan would try to colonize its neighbors, or succeed in doing so.

As mentioned above, none of this is to suggest that military force plays no role in international politics today. For one thing, the information revolution has yet to transform most of the world. Many states are unconstrained by democratic societal forces, as Kuwait learned from its neighbor Iraq, and terrorist groups pay little heed to the normal constraints of liberal societies. Civil wars are rife in many parts of the world where collapsed empires left power vacuums. Moreover, throughout history, the rise of new great powers has been accompanied by anxieties that have sometimes precipitated military crises. In Thucydides' immortal description, the Peloponnesian War in ancient Greece was caused by the rise to power of Athens and the fear it created in Sparta.(24) World War I owed much to the rise of the kaiser's Germany and the fear that it created in Britain.(25) Some foretell a similar dynamic in this century arising from the rise of China and the fear it creates in the United States.

Geoeconomics has not replaced geopolitics, although in the early twenty-first century there has clearly been a blurring of the traditional boundaries between the two. To ignore the role of force and the centrality of security would be like ignoring oxygen. Under normal circumstances, oxygen is plentiful and we pay it little attention. But once those conditions change and we begin to miss it, we can focus on nothing else.(26) Even in those areas where the direct employment of force falls out of use among countries—for instance, within Western Europe or between the United States and Japan—nonstate actors such as terrorists may use force. Moreover, military force can still play an important political role among advanced nations. For example, most countries in East Asia welcome the presence of American troops as an insurance policy against uncertain neighbors. Moreover, deterring threats or ensuring access to a crucial resource such as oil in the Persian Gulf increases America's influence with its allies. Some times the linkages may be direct; more often they are present in the back of statesmen's minds. As the Defense Department describes it, one of the missions of American troops based overseas is to "shape the environment."

With that said, economic power has become more important than in the past, both because of the relative increase in the costliness of force and because economic objectives loom large in the values of postindustrial societies.(27) In a world of economic globalization, all countries are to some extent dependent on market forces beyond their direct control. When President Clinton was struggling to balance the federal budget in 1993, one of his advisers stated in exasperation that if he were to be reborn, he would like to come back as "the market" because that was clearly the most powerful player.(28) But markets constrain different countries to different degrees. Because the United States constitutes such a large part of the market in trade and finance, it is better placed to set its own terms than are Argentina or Thailand. And if small countries are willing to pay the price of opting out of the market, they can reduce the power that other countries have over them. Thus American economic sanctions have had little effect, for example, on improving human rights in isolated Myanmar. Saddam Hussein's strong preference for his own survival rather than the welfare of the Iraqi people meant that crippling sanctions failed for more than a decade to remove him from power. And economic sanctions may disrupt but not deter nonstate terrorists. But the exceptions prove the rule. Military power remains crucial in certain situations, but it is a mistake to focus too narrowly on the military dimensions of American power.

In my view, if the United States wants to remain strong, Americans need also to pay attention to our soft power. What precisely do I mean by soft power? Military power and economic power are both examples of hard command power that can be used to induce others to change their position. Hard power can rest on inducements (carrots) or threats (sticks). But there is also an indirect way to exercise power. A country may obtain the outcomes it wants in world politics because other countries want to follow it, admiring its values, emulating its example, aspiring to its level of prosperity and openness. In this sense, it is just as important to set the agenda in world politics and attract others as it is to force them to change through the threat or use of military or economic weapons. This aspect of power—getting others to want what you want—I call soft power.(29) It coopts people rather than coerces them.

Soft power rests on the ability to set the political agenda in a way that shapes the preferences of others. At the personal level, wise parents know that if they have brought up their children with the right beliefs and values, their power will be greater and will last longer than if they have relied only on spankings, cutting off allowances, or taking away the car keys. Similarly, political leaders and thinkers such as Antonio Gramsci have long understood the power that comes from setting the agenda and determining the framework of a debate. The ability to establish preferences tends to be associated with intangible power resources such as an attractive culture, ideology, and institutions. If I can get you to want to do what I want, then I do not have to force you to do what you do not want to do. If the United States represents values that others want to follow, it will cost us less to lead. Soft power is not merely the same as influence, though it is one source of influence. After all, I can also influence you by threats or rewards. Soft power is also more than persuasion or the ability to move people by argument. It is the ability to entice and attract. And attraction often leads to acquiescence or imitation.

Soft power arises in large part from our values. These values are expressed in our culture, in the policies we follow inside our country, and in the way we handle ourselves internationally. The government sometimes finds it difficult to control and employ soft power. Like love, it is hard to measure and to handle, and does not touch everyone, but that does not diminish its importance. As Hubert Vedrine laments, Americans are so powerful because they can "inspire the dreams and desires of others, thanks to the mastery of global images through film and television and because, for these same reasons, large numbers of students from other countries come to the United States to finish their studies."(30) Soft power is an important reality.

Of course, hard and soft power are related and can reinforce each other. Both are aspects of the ability to achieve our purposes by affecting the behavior of others. Sometimes the same power resources can affect the entire spectrum of behavior from coercion to attraction.(31) A country that suffers economic and military decline is likely to lose its ability to shape the international agenda as well as its attractiveness. And some countries may be attracted to others with hard power by the myth of invincibility or inevitability. Both Hitler and Stalin tried to develop such myths. Hard power can also be used to establish empires and institutions that set the agenda for smaller states—witness Soviet rule over the countries of Eastern Europe. But soft power is not simply the reflection of hard power. The Vatican did not lose its soft power when it lost the Papal States in Italy in the nineteenth century. Conversely, the Soviet Union lost much of its soft power after it invaded Hungary and Czechoslovakia, even though its economic and military resources continued to grow. Imperious policies that utilized Soviet hard power actually undercut its soft power. And some countries such as Canada, the Netherlands, and the Scandinavian states have political clout that is greater than their military and economic weight, because of the incorporation of attractive causes such as economic aid or peacekeeping into their definitions of national interest. These are lessons that the unilateralists forget at their and our peril.

Britain in the nineteenth century and America in the second half of the twentieth century enhanced their power by creating liberal international economic rules and institutions that were consistent with the liberal and democratic structures of British and American capitalism—free trade and the gold standard in the case of Britain, the International Monetary Fund, World Trade Organization, and other institutions in the case of the United States. If a country can make its power legitimate in the eyes of others, it will encounter less resistance to its wishes. If its culture and ideology are attractive, others more willingly follow. If it can establish international rules that are consistent with its society, it will be less likely to have to change. If it can help support institutions that encourage other countries to channel or limit their activities in ways it prefers, it may not need as many costly carrots and sticks.

In short, the universality of a country's culture and its ability to establish a set of favorable rules and institutions that govern areas of international activity are critical sources of power. The values of democracy, personal freedom, upward mobility, and openness that are often expressed in American popular culture, higher education, and foreign policy contribute to American power in many areas. In the view of German journalist Josef Joffe, America's soft power "looms even larger than its economic and military assets. U.S. culture, lowbrow or high, radiates outward with an intensity last seen in the days of the Roman Empire—but with a novel twist. Rome's and Soviet Russia's cultural sway stopped exactly at their military borders. America's soft power, though, rules over an empire on which the sun never sets."(32)

Of course, soft power is more than just cultural power. The values the U.S. government champions in its behavior at home (for example, democracy), in international institutions (listening to others), and in foreign policy (promoting peace and human fights) also affect the preferences of others. America can attract (or repel) others by the influence of its example. But soft power does not belong to the government in the same degree that hard power does. Some hard power assets (such as armed forces) are strictly governmental, others are inherently national (such as our oil and gas reserves), and many can be transferred to collective control (such as industrial assets that can be mobilized in an emergency). In contrast, many soft power resources are separate from American government and only partly responsive to its purposes. In the Vietnam era, for example, American government policy and popular culture worked at cross-purposes. Today popular U.S. firms or nongovernmental groups develop soft power of their own that may coincide or be at odds with official foreign policy goals. That is all the more reason for the government to make sure that its own actions reinforce rather than undercut American soft power. All these sources of soft power are likely to become increasingly important in the global information age of this new century. And, at the same time, the arrogance, indifference to the opinions of others, and narrow approach to our national interests advocated by the new unilateralists are a sure way to undermine American soft power.

Power in the global information age is becoming less tangible and less coercive, particularly among the advanced countries, but most of the world does not consist of postindustrial societies, and that limits the transformation of power. Much of Africa and the Middle East remains locked in preindustrial agricultural societies with weak institutions and authoritarian rulers. Other countries, such as China, India, and Brazil, are industrial economies analogous to parts of the West in the mid-twentieth century.(33) In such a variegated world, all three sources of power—military, economic, and soft—remain relevant, although to different degrees in different relationships. However, if current economic and social trends continue, leadership in the information revolution and soft power will become more important in the mix. Table 1 provides a simplified description of the evolution of power resources over the past few centuries.

Power in the twenty-first century will rest on a mix of hard and soft resources. No country is better endowed than the United States in all three dimensions—military, economic, and soft power. Its greatest mistake in such a world would be to fall into one-dimensional analysis and to believe that investing in military power alone will ensure its strength.

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