"In the illustrious kingdom of Ngastinapura, a fierce battle erupted over an unexpected inheritance—a sleek, majestic Antelope car. The kingdom was divided into two opposing factions, each vying for ownership of this coveted vehicle.On one end of the spectrum, a group of self-proclaimed rightful heirs demanded the car’s return. Their argument echoed through the palace halls: 'The car is damaged! It must be restored and returned to us. We are the true custodians. After all, this inheritance surpasses everything—even the entire kingdom!'On the other end of the spectrum, the opposing faction fought tooth and nail to retain possession. They proudly declared, 'We’ve been diligently caring for the Antelope car. We transformed it into a turbocharged, winged marvel! It was you who turned it into a wreck. And let’s be honest, we wouldn’t be so defensive if you’d just mind your manners!'The battle raged on, with both sides hurling witty insults and creative accusations. The Antelope car remained perched on a pedestal, its tyres deflated from the weight of expectations. The battle continued, and the impact rippled throughout the kingdom—like a fender bender in a traffic jam.As the sun set over Ngastinapura, the car’s headlights flickered, perhaps in amusement or exasperation. Who knew that an inheritance could cause such a delightful uproar? Thus, the saga of the Antelope car unfolded, proving that sometimes, the most valuable treasures are the ones that drive us to short circuit."[Disclaimer: No actual Antelope cars were harmed in the making of this satirical tale. Any resemblance to real kingdoms or car enthusiasts is purely coincidental]"Now let's imagine the world as a grand tapestry, woven together by countless threads of culture. Each thread represents a unique tradition, language, cuisine, art form, or belief system. These cultural threads crisscross the globe, connecting distant lands and shaping the fabric of our shared existence," Seruni went on."Now, consider 'international influence' as a vibrant mosaic. This mosaic is composed of various tiles, each representing a nation, a region, or a community. These tiles are not isolated; they interact, overlap, and borrow from one another. And what binds them? The threads of cultural influence. And how it works?Imagine a skilled weaver sitting at a loom, meticulously crafting the tapestry. This weaver represents the collective efforts of humanity—the artists, thinkers, travellers, and storytellers. As they weave, they introduce new patterns, colors, and textures. These additions ripple across borders, transcending geographical boundaries.Just as winds carry seeds across continents, cultural ideas travel through time and space. A poet’s verses from ancient Persia inspire a songwriter in Brazil. A culinary technique from Thailand finds its way to a Parisian kitchen. These exchanges create a dynamic flow—a dance of flavors, melodies, and philosophies.Picture a bustling bazaar where merchants from diverse cultures gather. They display their wares—silks from China, spices from India, pottery from Greece. Visitors marvel at the richness and variety. Similarly, cultural exchange happens on a global scale. Literature, music, fashion, and technology circulate freely, enriching societies.In the biblical tale, the Tower of Babel symbolizes both unity and diversity. As people collaborate, they build something monumental—a shared understanding. Yet, linguistic diversity arises, leading to dispersion. Cultural influence operates similarly. When nations collaborate, they create bridges. But language, customs, and values remain distinct, shaping their unique identities.Imagine constellations in the night sky. Each star represents an artist, a thinker, or an inventor. Their works—paintings, inventions, theories—form constellations of creativity. These constellations guide travellers, inspire dreamers, and remind us that cultural influence is not linear; it’s a celestial network.In summary, cultural influence threads through the warp and weft of international relations. It’s the invisible force that binds us, making our world a rich, interconnected masterpiece. So, when we speak of “international influence,” we acknowledge the intricate interplay of cultures—a symphony where every note matters and every brushstroke leaves an indelible mark. Just as a single thread can alter the entire tapestry, each cultural exchange shapes our global narrative.Cultural power, also known as 'soft power,' refers to a country's ability to influence others through appeal and attraction rather than coercion or force. It is another aspect of international influence because it shapes the preferences and behaviours of other countries and peoples, often in subtle but often in subtle but momentous ways.Countries often promote their culture abroad to build positive relationships and enhance their image. This can include promoting language, arts, cuisine, and traditions. For example, cultural exchanges, film festivals, and exhibitions can foster goodwill and mutual understanding. The global spread of a country's music, movies, fashion, and media can create a positive perception and admiration for that country. For instance, Hollywood movies and American music have helped promote U.S. culture worldwide, often making American values and lifestyles appealing.The prestige of a country's educational institutions and its contributions to science, technology, and the arts can also be a form of cultural power. Students studying abroad often bring back positive experiences and influence their home countries' perspectives on the host nation. Promoting ideals like democracy, human rights, and freedom can shape international norms and values. A country that is perceived as a model for these ideals can inspire others and exert moral authority.A country that attracts tourists benefits economically and has an opportunity to showcase its culture, hospitality, and way of life, potentially leaving a lasting impression on visitors. Multinational companies and media networks can carry cultural influences across borders. The presence of global brands can promote specific lifestyles and preferences, subtly influencing global culture. Hosting international sporting events or having globally recognized athletes can enhance a country's cultural power. These events offer a stage for cultural expression and can boost national pride and visibility.Cultural power is a crucial component of a country's overall influence because it can shape global public opinion, build alliances, and create a favourable environment for diplomatic and economic engagements. Unlike hard power, which relies on military and economic might, cultural power operates more through attraction and persuasion.Joseph S. Nye Jr. delves into the shifting dynamics of power in the 21st century, especially in the context of globalisation, technological advancements, and changing geopolitical landscapes. Nye, a prominent scholar in international relations, is well-known for coining the concepts of 'soft power' and 'smart power.' Nye distinguishes between different types of power: Hard power, involves coercive means, such as military force and economic sanctions, to influence other countries; Soft power is the ability to shape the preferences of others through appeal and attraction, using cultural influence, values, and diplomacy; Smart power is a strategic combination of hard and soft power, leveraging the strengths of both to achieve foreign policy goals.Nye emphasises the increasing importance of information and communication technologies. The digital revolution has created new forms of power, such as cyber power, which can influence both state and non-state actors. The ability to control and manipulate information has become a critical component of national security and international influence.Globalization has interconnected economies and societies, creating complex interdependencies. This interconnectedness can both empower and constrain states, as they must navigate global challenges like climate change, financial crises, and pandemics. Nye argues that in a globalized world, power is not zero-sum; countries can benefit from cooperative approaches to shared problems.Nye explores how traditional power metrics, such as military and economic capabilities, are insufficient for understanding contemporary power dynamics. He argues that in a world of instant communication and global public opinion, legitimacy and credibility are increasingly crucial for maintaining influence. The ability to win hearts and minds is as important as traditional military might.While acknowledging the rise of other global powers, Nye argues that the United States will continue to hold a significant position in the global order. However, he suggests that the U.S. must adapt by integrating soft and smart power strategies, building alliances, and engaging in multilateral cooperation to address global challenges.Nye also discusses the ethical dimensions of power. Nye emphasizes that for power to be effective, it must be perceived as legitimate. Legitimacy derives from the moral and legal justifications of a country's actions. He argues that ethical use of power enhances credibility, which is crucial for building trust and cooperation with other states and non-state actors. When a nation acts in ways that are seen as fair and just, it gains a moral authority that can amplify its soft power.Nye posits that powerful nations have a moral responsibility to use their power not just for self-interest but also for the global good. This includes promoting peace, protecting human rights, and addressing global challenges like poverty, climate change, and pandemics. He suggests that ethical leadership involves balancing national interests with global responsibilities.An important ethical dimension concerns the means used to achieve political ends. Nye warns against the use of unethical or coercive tactics, such as deception, manipulation, or unnecessary military force. He advocates for the use of soft power and diplomatic engagement whenever possible, arguing that the means must be as morally sound as the ends.Nye argues that ethical power involves adhering to international norms and laws. This respect for the rule of law is critical for maintaining an international order that is based on principles rather than power alone. Nations that abide by international agreements and support multilateral institutions contribute to a more stable and just global system.With the rise of information technology and cyber capabilities, Nye underscores the ethical implications of how these tools are used. He cautions against the misuse of cyber power for purposes like surveillance, misinformation, or cyberattacks, which can erode trust and destabilize international relations. Ethical considerations should guide the development and deployment of new technologies.Nye argues that powerful countries should contribute to the provision of global public goods, such as environmental protection, disease prevention, and the maintenance of open and fair trade systems. This not only benefits the global community but also fosters goodwill and strengthens the ethical standing of the contributing country.The promotion of soft power, which includes cultural diplomacy, educational exchanges, and international aid, is seen as an ethical imperative. Nye suggests that spreading positive values and fostering mutual understanding can create a more peaceful and cooperative international environment. This approach contrasts with the use of hard power, which often relies on coercion and can lead to conflict and resentment.Nye defines soft power as the ability to shape the preferences of others through appeal and attraction. Unlike hard power, which uses military or economic means to influence outcomes, soft power is based on intangible resources such as culture, political values, and foreign policies that are seen as legitimate or having moral authority.Nye identifies three primary sources of soft power. Culture, which includes a country's cultural output, such as arts, literature, music, movies, and media. When these elements are attractive and resonate with other societies, they can enhance a nation's influence; Political values, a country's domestic policies, including its commitment to democracy, human rights, and the rule of law, can be appealing to others. When these values are practised consistently, they can generate respect and admiration; and Foreign policies, a nation's foreign policy can contribute to its soft power when it is seen as legitimate and morally grounded. Policies that promote global public goods, such as peacekeeping, development aid, and environmental protection, can bolster a country's soft power.Nye explains how soft power works through attraction rather than coercion or payment. It operates through three mechanisms Agenda Setting (the ability to shape what others want by setting the agenda in global institutions and norms), Co-optive Power (the ability to attract others to want what you want, often by setting an example or being a role model), and Framing (the power to frame and shape how issues are perceived and discussed in the international arena).Nye contrasts soft power with hard power, which relies on military force and economic incentives or sanctions. He argues that while hard power is crucial in certain situations, soft power is increasingly important in a globalized world where public opinion and legitimacy play significant roles in international relations. He introduces the concept of 'smart power,' which is the strategic combination of hard and soft power resources.Nye acknowledges that soft power has limitations. It is not always under the control of governments, as much of it arises from civil society, the private sector, and non-governmental organizations. Moreover, it is more diffuse and intangible, making it harder to wield directly. Soft power also requires credibility and consistency; actions that contradict stated values can undermine a country's soft power.Nye provides practical advice for policymakers on how to enhance their country's soft power. This includes promoting cultural exchange, supporting international institutions, practising what they preach, and being mindful of global perceptions. He emphasizes the importance of understanding the cultural contexts of other countries and respecting their perspectives.Public diplomacy is a key tool for enhancing soft power. This involves engaging with foreign publics, not just governments, to promote a country's culture, values, and policies. Nye highlights the importance of communication, exchange programs, and cultural diplomacy in building long-term relationships and understanding.Naren Chitty, Lilian Ji, and Gary D. Rawnsley (et alia) provide an in-depth exploration of the impacts of digital media and technology on soft power. Digital media and technology have greatly expanded the reach and impact of soft power resources such as culture, values, and policies. The internet, social media, and digital platforms allow countries to disseminate their cultural products, political messages, and national narratives more widely and efficiently than ever before. This amplification enables nations to engage with global audiences and cultivate a positive image across diverse regions. Digital technologies have transformed the practice of public diplomacy by providing new tools for engagement. Governments and diplomats can now use social media platforms, websites, and digital campaigns to communicate directly with foreign publics. This direct communication bypasses traditional media channels and allows for more personalized and interactive exchanges, which can enhance a country's soft power by fostering dialogue and understanding.While digital media can enhance soft power, they also pose challenges, such as information overload and the spread of misinformation. The sheer volume of content available online can make it difficult for official messages to stand out, and the prevalence of misinformation can distort perceptions and undermine a country's soft power efforts. Managing digital communication effectively requires careful strategy and credibility.Digital media and technology have empowered non-state actors, such as influencers, celebrities, NGOs, and multinational corporations, to play significant roles in shaping soft power. These actors can either support or contradict state narratives, contributing to a more complex and multi-layered soft power landscape. The influence of these actors can sometimes rival that of state-sponsored initiatives, as they often have large, engaged audiences.The concept of digital diplomacy, or e-diplomacy, is a crucial aspect of modern soft power strategies. Digital diplomacy involves the use of digital tools to manage international relations, engage with foreign publics, and promote a country's interests and values. It includes activities such as social media engagement, virtual cultural exchanges, and online dialogue with international audiences. The global connectivity enabled by digital media allows cultural content to go viral, spreading rapidly across borders and influencing global audiences. This virality can significantly enhance a country's soft power by making its culture and values widely accessible and attractive. The global reach of digital platforms means that a country's cultural diplomacy efforts can have a broader and more immediate impact.The use of digital media in soft power also raises ethical considerations. Ethical practices in digital diplomacy, such as respecting privacy, avoiding manipulation, and promoting transparency are important. Ethical digital engagement is crucial for maintaining credibility and trust, which are essential components of soft power.Several countries are widely recognized for their influential cultural impact. Italy is known for its historical cities, world-renowned cuisine, and geographic beauty, Italy has a significant cultural footprint. It’s home to Mount Etna, Europe’s tallest and most active volcano, and houses two independent countries within its borders – the Vatican and San Marino. Italy is renowned for its delicious food, including pasta, pizza, gelato, and espresso. Italian cuisine has influenced culinary traditions worldwide. The Renaissance period produced iconic artists like Leonardo da Vinci, Michelangelo, and Raphael. Italy’s architecture, with landmarks like the Colosseum and the Leaning Tower of Pisa, continues to inspire. Italian fashion houses like Gucci, Prada, and Versace set global trends.With a rich history that extends through science, politics, economics, and culture, France has played a pivotal role globally. It was one of the first nations to champion individual rights and continues to shape the world through its cultural contributions. French literature boasts influential writers like Victor Hugo, Marcel Proust, and Albert Camus. French cinema has produced legendary filmmakers like François Truffaut, Jean-Luc Godard, and Agnès Varda. Paris is a fashion capital, home to haute couture and luxury brands.As the world’s most dominant economic and military power, the U.S. has a substantial cultural imprint. Its popular culture, expressed through music, movies, and television, resonates worldwide. The U.S. birthed jazz, rock ‘n’ roll, hip-hop, and pop music. Icons like Elvis Presley, Michael Jackson, and Beyoncé have left a lasting impact. American movies dominate global entertainment. Hollywood films influence storytelling and filmmaking. Silicon Valley drives innovation in tech, shaping our digital lives.The Kingdom of Spain, with its diverse cultural patchwork, continues to influence the modern world. It includes the Balearic Islands, the Canary Islands, and two enclaves in North Africa. Spanish painters like Pablo Picasso, Salvador Dalí, and Francisco Goya have left an indelible mark on art history. Flamenco, a passionate and expressive dance form, originates from Spain. Spanish literature includes classics like 'Don Quixote' by Miguel de Cervantes.A highly literate and technically advanced nation, Japan blends ancient traditions with aspects of Western life. Its cultural impact extends beyond its borders. Japan’s animation and comic books have a global fan base. Japanese companies lead in electronics, gaming, and robotics. Ikebana (flower arranging), tea ceremonies, and origami are part of Japan’s cultural heritage.Exerting considerable international economic, political, scientific, and cultural influence, the UK remains a prominent player on the global stage. British authors like William Shakespeare, Jane Austen, and Charles Dickens have shaped literature. The Beatles, Queen, and Adele are British music legends. The monarchy, Buckingham Palace, and royal weddings captivate the world.While the United States, China, and Russia are often considered the world’s most powerful countries based on factors like economics, political influence, and military strength, when it comes to cultural influence, some countries face challenges. Despite historical immigration waves (including Germans and Italians), Argentina’s cultural diversity is relatively low. Spanish is nearly universally spoken, and the majority of the population is white and nominally Roman Catholic. Comoros isolated islands off the southeast coast of Africa have limited cultural diversity. Haiti also ranks among the least culturally diverse countries.The Fragile States Index (formerly the Failed States Index) assesses countries based on attributes like political stability, security, and social indicators. Some countries facing fragility may have weaker cultural influence. For example, Afghanistan ranks low due to recent instability after the Taliban takeover.Dissatisfaction with democracy can impact a country’s cultural standing. In some nations, negative views of democracy prevail. For instance, Greece, Tunisia, and Brazil express dissatisfaction with their democratic systems. Some countries with weaker military capabilities may also struggle to project significant cultural influence. For instance, Iceland, which lacks a military, has limited manpower and a small population.Political corruption and scepticism regarding elections can significantly impact cultural perceptions of a country like Indonesia. These issues can affect both domestic and international views, influencing how the country's political system, governance, and society are perceived. When corruption and electoral fraud are perceived as prevalent, citizens' trust in government and public institutions can decline. This distrust can lead to disillusionment with the political process and a belief that democratic mechanisms are ineffective or rigged. Internationally, a country's reputation can suffer if it is perceived as corrupt or if its elections are seen as lacking transparency and fairness. This can affect diplomatic relations, foreign investment, and tourism, as other countries and international organizations may be wary of engaging with a state perceived as unstable or untrustworthy. These issues often become themes in media, literature, and the arts, reflecting societal concerns and criticisms. Cultural expressions can both highlight and challenge the status quo, contributing to a broader dialogue about political reform and accountability.Indonesia’s cultural power is a fascinating blend of indigenous customs, diverse foreign influences, and a rich heritage. Gamelan music, ancient temples,visual arts and performing arts, urban culture and religion, ethnic groups like Batak, Nias, Mentawai, and Dayak continue their ethnic rituals, customs, and traditional clothing, all of them has a rich cultural heritage.According to the Soft Power Index in Asia, Indonesia is ranked ninth, indicating its potential as an attractive ally for many countries. However, Indonesia has not fully unlocked its soft power capacity yet. Indonesia needs more investment in cultural infrastructure, including museums, theaters, and galleries. These spaces can showcase its artistic and historical treasures. Insufficient funding for cultural promotion and preservation limits Indonesia’s ability to compete globally. The education system should emphasize cultural literacy, history, and the arts. A well-informed population can actively contribute to cultural diplomacy. Raising awareness about Indonesia’s cultural richness beyond traditional tourism is essential. Many people still associate Indonesia primarily with Bali, overlooking other cultural gems.Indonesia has talented contemporary artists, but their visibility on the global art scene could improve. Supporting emerging artists and promoting their work internationally is crucial. Integrating technology and innovation into cultural expression can make Indonesia more relevant in the digital age. Indonesia’s cultural influence can grow by addressing these challenges, fostering unity, and leveraging its unique heritage.We will continue our discussion with intellectual and normative leadership, biidhnillah."
Citations & References:
- Joseph S. Nye Jr., Soft Power: The Means to Success in World Politics, 2004, PublicAffairs
- Naren Chitty, Lilian Ji & Gary D. Rawnsley (Eds.), The Routledge Handbook of Soft Power, 2024, Routledge
