The Conceptual Framework of Soft Power/ Case Study: The U.S. Soft Power against the Islamic Republic of Iran

Soft power became increasingly important on the verge of the 21st century or the information age and influenced human life. Soft power can be understood by comparing it with hard power. According to neoliberalism, only the kind of power is important that has lower financial and life costs for its owners and in addition to legitimization, makes public opinion agree with itself. Also, this kind of power achieves its desired goals in a peaceful way. In contrast to hard power which has a simple and static nature, soft power is a complex and multidimensional phenomenon. Soft power is characterized by such elements as authority enhancement, subjectivity, traditionality, comprehensiveness, variability, interdependence with hard power, etc. It benefits from such devices as audio-visual media, cyber warfare and psychological operations. This study is based on the documentary-explanatory method. Following the introduction, the theoretical framework and types of hard power, soft power and smart power are discussed. Then, the sources, targets, indicators and instruments of soft power are analyzed in detail. Finally, the case of America soft power against Iran and Iran’s strategies for confronting it are discussed.