dr. mohammad hossein rafie

The Soft Power element has been recently embedded in political literature and power approaches; by passage of the time its new aspects are being explored. The apt apprehension of this phenomenon is through comparative perspective on hard power. Although hard power had been widely changed throughout the history, its all kinds have been evaluated uniformly. Conversely, soft power is a sort of complex and synthetic phenomenon. Against the statistic nature of hard power, soft power has multidimensional and gelatin nature. Applying hard power and several functional failures caused to appear new means which have minor costs and casualties and additionally can convince public idea. Hence west power started to focus and use soft power in recent decades. Therfore serious studies on soft power seem essential. This paper is aimed at describing the power’s nature, feature and theoretical examination as well as its means in three aspects: media, computers and psychological operation.