Soft Power of US and India

US Soft Power Decline:

  • Driven by “America First” policies, leading to weakened alliances (NATO, AUKUS), strained ties with Global South due to unconditional support for Israel.
  • Reduced humanitarian engagement due to USAID funding cuts and closure of institutions.
  • Unstable trade and immigration policies, including protectionist measures and tighter immigration controls, damage US image.
  • Decline in appeal of US higher education due to crackdown on protests and funding cuts.

India’s Soft Power Strengths:

  • Rich cultural influence through yoga, Ayurveda, Bollywood, and spiritual traditions.
  • Strong diaspora connections and historical ties, particularly in Asia and Africa.
  • Democratic model and Gandhian ideals inspire developing nations.
  • Economic and technological growth, leadership in IT, and vaccine diplomacy during COVID-19.
  • Education and knowledge exchange through IITs, IIMs, and training programs like ITEC.
  • Humanitarian aid and disaster relief, exemplified by Operation Brahma and assistance to Sri Lanka.
  • Active participation in multilateral forums (UN, WHO, BRICS, G20).

Challenges to India’s Soft Power:

  • Institutional gaps and poor coordination among organizations like ICCR and AYUSH.
  • Limited utilization of multilateral platforms like UNESCO and BRICS.
  • Inadequate financial resources compared to countries like China and the US.
  • Lack of a formal study on global best practices in soft power promotion.
  • Underutilized diaspora in shaping international perceptions.
  • Passive approach to public diplomacy compared to proactive efforts by countries like China.

Way Forward for India:

  • Develop a comprehensive national strategy for cultural diplomacy.
  • Restructure institutions like ICCR and enhance coordination.
  • Leverage multilateral platforms for cultural diplomacy.
  • Learn from international best practices in soft power promotion.
  • Involve the Indian diaspora in advocacy and policymaking.