Understanding Soft Power and Why It Matters
Soft power is the ability to shape the preferences of others through attraction and persuasion instead of force or payment. It comes from a country’s culture, political values, education system, and foreign policy. As Senator Jeanne Shaheen explained, soft power allows the U.S. to build partnerships, trust, and influence over time by offering something other nations want to be part of.
For most of the post-World War II era, the United States led the world in soft power. Hollywood, Silicon Valley, elite universities, and the promise of freedom made the American model attractive to people and governments everywhere. But that leadership is now fading. According to Senator Shaheen, “What we have seen since Donald Trump took office is a series of decisions that actually undermine our ability to compete with China and to stem the threat that it poses to not just the West but to democracies everywhere.”
What Defines Soft Power?
Soft power depends on long-term influence built through:
- Culture: American music, movies, fashion, and television continue to shape global trends.
- Political values: Ideas like freedom, democracy, and human rights have made America a symbol of opportunity.
- Education: U.S. universities attract students from around the world who often become future leaders in their home countries.
- Digital innovation: American companies such as Google, Microsoft, and Apple have transformed communication and commerce.
Soft power also includes institutions and outreach programs that promote American values. The Voice of America (VOA), which once broadcast into closed societies during the Cold War, played a key role in sharing information where it was otherwise blocked. Educational and cultural exchanges have created generations of international alumni with close ties to the U.S.
But as Shaheen warned, “Within days of the dramatic closure of USAID and the dramatic cuts to foreign assistance, China was already labeling the United States as the unreliable partner.”
How the U.S. Has Been Undermining Its Own Soft Power
Under the Trump administration, many of these tools have been weakened or removed entirely. The “America First” strategy has led to a steep decline in U.S. visibility and credibility abroad.
- Voice of America shut down key programs in countries where Chinese state media is now expanding. According to the Wall Street Journal, Chinese broadcasts are now dominant in places like Nigeria, Indonesia, and Thailand, where VOA once had strong reach.
- Foreign aid was cut by 84 percent, leaving local partners without support and giving China an opening to step in.
- International programs like the Fulbright scholarships were reduced, making it harder for the next generation of foreign leaders to experience American culture firsthand.
- The U.S. withdrew from global bodies, including the World Health Organization and the UN Human Rights Council, while China increased its influence in both.
Senator Shaheen noted, “The Trump administration is zeroing out all funding for the U.N.… The World Health Organization, while we pulled out, China committed hundreds of millions of dollars.”
She added, “They have just opened three consulates in France, and there are over 20 Confucius Centers. If they’re doing that in France, imagine what they’re doing in countries in the Indo-Pacific.”
What China Is Doing Differently
While the United States focuses on military drills, tariffs, and pulling out of institutions, China is sending engineers, teachers, and money. In Malaysia, for example, a Chinese-financed rail project recently broke ground with widespread local celebration. “This marks an important milestone in bilateral cooperation,” Malaysian Prime Minister Anwar Ibrahim said.
China builds roads and bridges. It sets up training programs and cultural centers. It funds schools, dormitories, and youth exchanges. It also provides media content to broadcasters in developing countries at no cost, shaping public perception in a quiet but effective way. Chinese state media often presents the Chinese Communist Party in a positive light, even in entertainment programs.
Henrietta Levin, a former State Department official, explained, “If we’re just fighting China on its own terms, that’s really to surrender the incredible advantage that America’s open society provides to us.”
Many governments are aware of China’s intentions. “I needed a bridge—were you going to build it?” one African leader told U.S. officials, pointing out that while Chinese projects may not be perfect, they often meet real needs faster than U.S. alternatives.
The New Role of Artificial Intelligence in Soft Power
Artificial intelligence is no longer just a technological tool — it is becoming one of the most powerful instruments of influence in global affairs. As traditional forms of soft power such as cultural exchange, diplomacy, and aid are scaled back, AI is rapidly emerging as the new frontline in the competition between the United States and China.
AI systems now shape decision-making in healthcare, education, public safety, and national security. Countries that deploy AI developed in the U.S. or China are not just choosing software — they are choosing a worldview. The ethical rules, built-in biases, and control mechanisms baked into these systems reflect the values of their creators.
The U.S. has long held a competitive advantage in technology, and its AI companies remain global leaders. But China is closing the gap. According to documents reviewed by Reuters, U.S. officials have been testing Chinese large language models like Alibaba’s Qwen 3 and DeepSeek’s R1, and found that the responses heavily mirrored the Communist Party’s official positions. These AI tools don’t just respond to queries; they reinforce a political narrative aligned with Beijing’s worldview.
This matters. A nation that adopts Chinese AI in its legal system, education policy, or public media may unknowingly absorb Chinese political values. These systems filter information, guide decisions, and influence public opinion — often without users fully realizing it.
The Trump administration has taken a mixed approach. While it has prioritized AI as a national security concern, it has also approved sales of advanced chips to China, raising fears that U.S. technology could be used to strengthen Chinese influence. Meanwhile, Secretary of State Marco Rubio is developing a new bureau focused on emerging threats, including AI, but has also overseen large-scale staff cuts at the State Department — including technology diplomats who might help shape international norms.
In a recent CSIS report, scholars Kamran Bokhari and Mark Polyak argued that the U.S. must lead in exporting ethical AI. “Each AI deployment comes with its own system of guardrails,” they wrote, “and the Trump administration will need to prioritize the creation of rules of engagement.” The goal is not only to remain competitive, but to ensure that American values — openness, fairness, transparency — are embedded in the algorithms that will govern billions of decisions around the world.
Exporting American-made AI is not simply a matter of economics. It is a critical step in shaping the digital infrastructure of tomorrow’s governments and institutions. Just as the U.S. once won the Cold War through innovation, culture, and free markets, it must now compete through code — not just the power of its military, but the moral force of its technology.
ACZ Editor: We believe that ultimately Trump will revamp most of these sources of soft power, and in fact, his negotiating style will improve soft power while getting a better deal for the U.S. Remember tha Trump is only 6 months into his term, he is allowing a lot of chaos in order to renegotiate for a better deal in the long run.