Source: Fortune
Summary
The World Cup has showcased America’s soft power through everyday institutions and cultural encounters. Despite formal diplomacy, the US still relies on treaties and staged interactions. However, a Pew survey found that only 37% of adults in 36 major countries have a favorable view of the US. The author suggests that the US should leverage its private and civic institutions to build relationships overseas, treating them as full partners in diplomacy.
Our Reading
The numbers tell one story.
The US is rethinking diplomacy, moving beyond traditional treaties and government-led interactions. The World Cup has highlighted the power of soft power, with American institutions and culture charming foreign visitors. The State Department’s Bureau of Educational and Cultural Affairs has led exchanges that bring emerging leaders to the US. However, the US needs to modernize regulations to encourage responsible engagement and align investment, trade, and public diplomacy tools. The author suggests that American companies should treat soft power assets as strategic investments.
The US can build more goodwill and partnerships by deliberately connecting people to American ideas and opportunities. If something as simple as ranch dressing can change how visitors feel about the US, imagine what could be accomplished by connecting more people to American culture.
Author: Evan Null
