In politics (and particularly in worldwide national politics), soft power is the capacity to draw in as well as co-opt, as opposed to coerce (contrast difficult power). In other words, soft power includes shaping the choices of others through appeal and attraction. A defining feature of soft power is that it is non-coercive; the currency of soft power consists of culture, political worths, as well as diplomacies. In 2012 Joseph Nye of Harvard University clarified that with soft power, the very best publicity is not propaganda, additionally discussing that throughout the Information Age, reputation is the scarcest source. Nye popularised the term in his 1990 publication, Bound to Lead: The Altering Nature of American Power. In this publication he created: when one nation gets other countries to desire what it desires may be called co-optive or soft power in comparison with the difficult or command power of getting others to do what it wants. He even more created the concept in his 2004 ...