soft power

Soft power is a concept developed by Joseph Nye of Harvard University to describe the ability to attract and co-opt rather than coerce, use force or give money as a means of persuasion. Nye coined the term in a 1990 book, Bound to Lead: The Changing Nature of American Power.

Soft power
Soft Power
Public Diplomacy and Soft Power
How China's Soft Power is Transforming the World
Soft Power: The Means to Success in World Politics by Joseph S. Nye
硬权力与软权力 : Hard & soft power
Decline of America's Soft Power - Why Washington Should Worry, The
The Decline of America's Soft Power: Why Washington Should Worry
The New Public Diplomacy: Soft Power in International Relations
Charm Offensive: How China's Soft Power Is Transforming the World by Joshua Kurlantzick