THE EVOLUTION OF SOFT POWER IN THE FOREIGN POLICY OF THE UNITED STATES

Abstract

This article examines the evolution of soft power in the foreign policy of the United States, focusing on the origins and development of this concept after World War II and exploring its role during the presidencies of George W. Bush, Barack Obama, Joseph Biden and Donald Trump. The study traces how soft power as a concept evaluated in the books of the American researcher Joseph Nye, explores how the "War on Terror" under George W. Bush shifted the balance toward hard power, diminishing the international attraction of the U.S., and triggered new forms of “soft-balancing” by other states. The Obama administration subsequently sought to revitalize America's image by restoring diplomatic outreach, promoting multilateralism, and prioritizing public diplomacy through digital platforms and renewed emphasis on shared values. The narrative continues into the Trump and Biden eras, marked by challenges from rising rival powers, global information conflicts, and the increased role of social media in shaping U.S. soft power effectiveness. The research analyzes the effectiveness and boundaries of soft power diplomacy, the attraction-coercion dialectics, and the ongoing relevance of American culture, technology, and democratic values to U.S. power maintenance. With comparative analysis and case studies, the article elicits trends, successes, and failures in American soft power from Bush Jr. to the present, offering a nuanced view of the policies, perceptions, and global impact of the United States.