Information, Social Media and Diplomacy: The New Epicenter of Power:

This is probably self explanatory. The best example is reflected in our daily routine. How easily do we communicate with each other across the world? Within seconds would be the answer. The planet is now far more connected owing to the concept of globalization and increasing access to technology. Travelling abroad or communicating with someone in the west is an effortless process today. Back then it was unimaginable to visit a neighboring country even.

A very recent example where soft power was at work is Ukraine. Though it was the issues of trade deal that sparked the crisis, what drove the protests was the attraction of European society. Ukrainians demanded for a “normal” country with an active civil society and the rule of law.

Thanks to the rapid rise of social media, soft power has also taken on a new significance in the corporate world.  Scams such as Dell Hell and Apple’s Foxconn issues created a rage and forced major corporations to formulate their policies. Even innovative young startups like Uber are finding that public sentiment can trump innovation and operational efficiency. 

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