The US embargo against Cuba is the longest-running economic sanctions package that has ever been implemented. This thesis analyses the factors influencing the effectiveness of sanctions in the US...Show moreThe US embargo against Cuba is the longest-running economic sanctions package that has ever been implemented. This thesis analyses the factors influencing the effectiveness of sanctions in the US-Cuba case.Show less
This thesis examines the evolution of China's soft power strategies by comparing the nation branding elements of the Beijing Olympic Opening Ceremonies in 2008 and 2022. The research question...Show moreThis thesis examines the evolution of China's soft power strategies by comparing the nation branding elements of the Beijing Olympic Opening Ceremonies in 2008 and 2022. The research question explores the differences and similarities between the two ceremonies to shed light on China's changing position in the global system and its approach to projecting soft power. The analysis employs semiotic analysis and explores themes such as the past-future dichotomy and the appeal to norms and values.The study finds that the 2008 ceremony was part of China's "Olympic coming-out party" and focused on establishing the country as a rising power on the international stage. It emphasized China's development, heritage, and cultural identity, primarily for viewers unfamiliar with the country. In contrast, the 2022 ceremony demonstrated China's response to foreign criticisms and aimed to align itself with Western-centric norms and values. It showcased China's commitment to the international community and inclusivity by incorporating non-ethnically Chinese elements into the ceremony. The findings suggest that China's evolving soft power strategies align with its changing role in the global order. China's rise to a dominant player in the international system allows it to express its vision for the future and create a nation brand that portrays itself as modern, outward-looking, inclusive, and peace-promoting. However, China's exclusive nationalism and the Western-centric Olympic values of harmony and unity create a tension that challenges the believability of its nation branding attempts.Show less
Social media and videoblogging, or vlogging, are taking over the internet and North Korea is joining this trend. While doing so, the state is reaching out to the international community through...Show moreSocial media and videoblogging, or vlogging, are taking over the internet and North Korea is joining this trend. While doing so, the state is reaching out to the international community through relatable media content and soft power tools. One of the examples, in which North Korea reached out to the international viewer, is the Youtube channel ‘Echo of Truth’. This research aims to answer the question as to how soft power tools are applied in the videos of ‘Echo of Truth’. By using a qualitative visual discourse analysis, it analyzes the videos of ‘Echo of Truth’ to answer this question. This thesis argues that soft power tools, such as cultural and culinary diplomacy, are applied in the videos in order to make these videos more relatable to the international audience. However, not all the videos were found to have used these soft power techniques as traditional propaganda videos were still uploaded to the channel. The sheer differences found in the channel’s videos raised the question of a power dilemma the channel seemed to be facing.Show less
The Covid-19 pandemic has altered how countries project and gain soft power. Within the context of this global crisis, most researchers followed the conventional trend to investigate soft power as...Show moreThe Covid-19 pandemic has altered how countries project and gain soft power. Within the context of this global crisis, most researchers followed the conventional trend to investigate soft power as a resource (i.e., health diplomacy). Yet, scant studies have approached soft power as an outcome. The present thesis fills this gap by examining how countries’ (i.e., United States’ and New Zealand’s) Covid-19 response affected their attractiveness abroad (i.e., in the United Kingdom and the Netherlands). In order to address this inquiry, the theoretical lenses of rational and social attraction are amplified with socio-psychological literature on the Similarity-Attraction Theory. The theories are tested by means of minimalist process-tracing, combined with a cross-case analysis. The findings support the proposition that (in)competencies (demonstrated through the Covid-19 response) sparked rational attraction (or aversion) among foreign audiences. While support indicating the presence of social attraction (or aversion) is detected, it warrants a more cautious interpretation due to case-specific alternative explanations. The findings challenge the assumption that “likeness goes with liking”, by underscoring how dissimilarities tied to success appeared to elicit attraction. Further research should investigate whether this effect is still present when the scope condition is not met.Show less
China’s increased presence within the UN and its peacekeeping missions shows its will to be a responsible actor, whilst shifting away from the China threat theory that has fed Western thought....Show moreChina’s increased presence within the UN and its peacekeeping missions shows its will to be a responsible actor, whilst shifting away from the China threat theory that has fed Western thought. However, little research has been done on how power is perceived within this field. The state claims to be non-interventionist but still sent an increasing amount of combat troops to Africa. It is unknown if the end goal is to provide aid or if there is more to it. This study intends to research what China’s model for peace and development within the mission of South Sudan entails, both theoretically and practically, and how it might use an underlying strategy of smart power. Herein, Nye’s concept of smart power is a way for a nation to maximise its strength through a combination of hard and soft power. In order to measure smart power, the components of military, economic, and affective and normative soft power were used. Military and economic power exist on as spectrum ranging from hard to soft power, whilst soft power is also devised into tangible and intangible assets. To research power, the thesis has used a variation of academic sources, databases, newspapers, and official governmental papers. These were chosen as to examine official reporting and factual outcomes. The results showed that the Chinese model for development contains soft power elements, whilst its activities in South Sudan employ both soft and hard power. The results therefore suggest that China might pursue a smart power strategy to safeguard its own interests. The realist concept of power still holds up today and might prove valuable to research more areas of power in UN missions on the African continent.Show less
By using theory-testing process-tracing, this thesis aims to determine how potential Iranian soft power in Iraq has become realized soft power. Two separate areas which can be considered causes of...Show moreBy using theory-testing process-tracing, this thesis aims to determine how potential Iranian soft power in Iraq has become realized soft power. Two separate areas which can be considered causes of Iranian soft power in Iraq have been analysed: Iraqi medical tourism in Iran and Iranian investments in Iraqi infrastructure.Show less
When looking at the African continent, Africa is now a socially and economically vibrant destination for foreign powers to invest in and has generated interest of traditional Western powers and of...Show moreWhen looking at the African continent, Africa is now a socially and economically vibrant destination for foreign powers to invest in and has generated interest of traditional Western powers and of the newly emerged ‘Southern powers’ such as China. China puts great effort in differentiating themselves from other partners of African nations. China portrays itself as an ‘all-weather friend’ of Africa that strives for changing the economic world order justly in which all (developing) countries have a say. This research looks at how the Chinese government constructs its engagement in Africa as different compared to Western involvement on the African continent, and how this difference is constituted through different strategies of differentiation: historical ties, South-South mutual understanding, Soft Power and Non-conditional development cooperation.Show less
Turkey is located in a very peculiar geographic location, which has reflected itself on the country’s foreign affairs. While its foreign policy was dominated by a Western-oriented outlook since the...Show moreTurkey is located in a very peculiar geographic location, which has reflected itself on the country’s foreign affairs. While its foreign policy was dominated by a Western-oriented outlook since the country’s foundation, this had changed following the election of the Justice and Development Party (AK Party) into power in 2002. Since then, Turkey had undertaken a specific foreign policy approach under its new leadership, which was based on the book ‘Strategic Depth’ written by Prof. Dr. Ahmet Davutoğlu, who has since been considered the mastermind of the AK Party’s foreign policy vision. However, in light of recent developments seen in the country’s foreign affairs, it is possible to detect some stark differences from the soft power vision then and the one seen in a contemporary context. Considering the lack of up-to-date analyses on these divergences, this thesis attempts to uncover how Turkey’s foreign policy vision today can be differentiated from the one referenced in Ahmet Davutoğlu’s book ‘Strategic Depth’, based on the development of the country’s foreign policy under the AK Party and following the outbreak of the Arab Spring.Show less
This thesis explores Saudi Arabia’s power behavior towards Lebanon in order to explore the pattern of Saudi Arabia’s waning influence. After all, it is among the most powerful regional actors and...Show moreThis thesis explores Saudi Arabia’s power behavior towards Lebanon in order to explore the pattern of Saudi Arabia’s waning influence. After all, it is among the most powerful regional actors and wields immense financial as well as religious resources compared to lightweight Lebanon. Nevertheless, Saudi action in Lebanon backfires seemingly frequently, either strengthening its opponents or weakening its allies. It is argued that Saudi Arabia is very capable of using their economic might in Lebanon; however, the more they strangle Lebanon the more likely Lebanon is to fall into Iran’s open arms. This, in turn, hurts Saudi Arabia’s overarching goal of regional influence and limiting Iran’s expansionism. On top of that, Saudi’s credibility, trust and legitimacy were thwarted after the 2009 elections and especially after the 2017 Hariri debacle in Lebanon. While prioritizing immediate national interest is natural for any country, Saudi Arabia’s policies disregarded the Lebanese target population’s perception and failed to achieve its regional interest with regards to pushing back Iranian influence. Hence, its prematurely hard power-driven policy pushed its allies away into the open arms of Iran. Saudi Arabia indeed has immense soft power resources, which, however, it has been largely ineffective in utilizing thus far. After all, it has become evident that despite its small size, Lebanon is the stage for regional power play. If Saudi Arabia continues to employ such a miscalculated policy, it will threaten its regional standing despite its immense, yet waning, economic might. Consequently, an unbalanced use of soft and hard power behavior of Saudi Arabia results in a cost inefficient foreign policy. Instead of self-defeating its efforts, it should be in Saudi’s self-serving interest to winning the hearts and minds of the people for effective power conversion and a strong standing to challenge Iran.Show less
This thesis examines soft power and self-image building in China and contrasts this with the current Western hegemonic ideology in order to establish to what extent China can operate within the...Show moreThis thesis examines soft power and self-image building in China and contrasts this with the current Western hegemonic ideology in order to establish to what extent China can operate within the world order. Furthermore, this thesis analyses several films in order to indicate that the image surrounding China is heavily influenced by external powers. The findings of the thesis suggest that within the current Western hegemonic ideology China's influence is limited and partly affected by certain discourses.Show less
This thesis studies India's diplomatic relations with its western neighbours- namely- Pakistan and Afghanistan. In the context of increasing threats to its domestic and regional security, India has...Show moreThis thesis studies India's diplomatic relations with its western neighbours- namely- Pakistan and Afghanistan. In the context of increasing threats to its domestic and regional security, India has adopted a "soft power" approach in achieving its strategic interests. Through qualitative case selection, this thesis dwells into India's diplomatic approach especially through the study of water diplomacy in the case of Pakistan and public diplomacy in the case of Afghanistan. In this context, this thesis associate security concerns of the three countries with their national interests, particularly focusing on India. The underlying conclusion of this thesis is that while a hard power approach or use of coercion may serve as a base to further "soft power" approach, India needs to maintain a delicate balance between the two approaches for achieving regional stability and ensuring national security.Show less
Since the end of the 20th century, Brazil has emerged as a global power in the international community. It expanded its regional and global influence in its own way. To achieve its foreign policy...Show moreSince the end of the 20th century, Brazil has emerged as a global power in the international community. It expanded its regional and global influence in its own way. To achieve its foreign policy goals, Brazil employs a strategy which can be traced back to 1907 and which has been used increasingly in the 21st century: health diplomacy. This thesis analyses how health diplomacy is incorporated in foreign policies of the Brazilian government in the 21st century. Moreover, it analyses how the Brazilian government uses health diplomacy by embedding the concepts of soft power and cosmopolitanism. The analysis assesses South-South Cooperation and four health issues: controlling tobacco consumption, fighting HIV/AIDS, fighting tuberculosis and preventing dengue. The goal of this analysis is to demonstrate how the Brazilian government uses health diplomacy as a foreign policy instrument to achieve its main goal: to become and be recognized as a global player.Show less
Global Health Diplomacy is essentially the relationship between global health and foreign policy in terms of International Relations theory. Health has not typically been at the fore front of world...Show moreGlobal Health Diplomacy is essentially the relationship between global health and foreign policy in terms of International Relations theory. Health has not typically been at the fore front of world politics, but this is rapidly changing due the emerging importance of soft power foreign policy. Joseph Nye tells us that soft power is produced through values, institutions, attraction and culture and in contrast to this; hard power is essentially defined by the use of military power and economic resources. Many small or medium sized countries will never be able to match the hard power capabilities of the likes of the United States or China but they can utilise their soft power potential in a variety of ways. This thesis intends to assess one; Global Health Diplomacy.Show less
In this thesis the aim is to work on questions related to soft power in the cultural policies of the Lee government. As previous research on hallyu had been focusing mainly on the reason of its...Show moreIn this thesis the aim is to work on questions related to soft power in the cultural policies of the Lee government. As previous research on hallyu had been focusing mainly on the reason of its spread, presidencies in the early stages of hallyu, the economic aspects of hallyu and research dealing with state power was more focused on South Korea’s engagement in military peace operations and development aid not much could be found on the relation of the Lee government with cultural soft power. Even though this was eminent in his cultural policies throughout the years. Therefore this thesis focuses on the questions of how the Lee administration’s goals and uses of soft power are reflected and pursued in the cultural industry policy. How does the government see the use of cultural policy for economic and image goals and why this is deemed important. These questions were researched in a framework of soft power as coined by Joseph Nye and this framework was used while analysing the cultural White Papers that were published during the five years of Lee’s presidency. In the end the concept of soft power is very applicable to South Korea and its situation. If one were to catch the importance of soft power to South Korea in one word it would be: visibility.Show less
