The Rhetoric of Soft Power: Public Diplomacy
in Global Contexts by Craig Hayden

Paolo Sigismondi

Global Media Journal

ISSN: 1550-7521

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The Rhetoric of Soft Power: Public Diplomacy in Global Contexts by Craig Hayden

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Abstract

The central role of soft power, identified and developed by Joseph Nye (1990; 2004), in shaping the influence nation states are exercising above and beyond their national borders, is increasing as a result of the unfolding phenomena of globalization.