Rethink 'soft power'
Re: "Body art 'can boost Thai soft power,' " (BP, April 16) & "Ministry details soft power initiative," (BP, April 17).
As 18 months have elapsed since my previous letter on the topic, yer 'umble hopes to avoid the slings and arrows of PostBag's diligent monitors of "serial single-topic writers." However, allow me to once again spit in the wind regarding Thailand's derisory misappropriation of the "soft power" concept.
The original and nearly lone promoter of political "soft power" is Joseph S Nye, a professor at Harvard University's Kennedy School of Government. In his 1990 book, Nye posited that a country's ability to influence other nations without using coercion or force is a sign of "soft power."
This is achieved, Nye said, through -- and this is a key part Thai leaders seem to ignore -- the attractiveness of a country's political and foreign policies, as well as culture. The idea was largely dismissed as most pragmatic theorists agree that nation states typically respond only to force and economic incentives.
How does "body art" even fit into the government's "5F" approach to promoting Thai "film, food, fashion, festivals, and fighting?
Yes, the food can be amazing, but Thai film is a tough sell internationally, and people everywhere seem to enjoy their own fashion and festivals. Promoting tattoos seems desperate.
Foreigners can visit Thailand, even live here on a permanent basis, and enjoy all of its cultural amenities to their heart's content.
But Thailand's disappointing global ranking in education and training, human rights, and other issues -- to say nothing of military and political corruption and infrastructure failures -- don't come close to meeting Nye's criteria as a nation admired for its values and inspirational in its prosperity and openness.
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