Martin Gelin’s ‘Mjuk makt’ Illuminates the Nuances of Soft Power and Cultural Diplomacy

Martin Gelin’s recently discussed book "Mjuk makt. Kultur och propaganda i den nya världsordningen" delves into the intricate dynamics of soft power, a concept articulated by Joseph Nye as the ability to attract and influence rather than coerce. Gelin explores how culture and propaganda interlace to shape global influence, drawing on historic and contemporary examples.

The book contrasts the cultural diplomacy of authoritarian China, which struggled with transparency during the pandemic and thus faced setbacks in soft power, with democratic South Korea, which has skillfully leveraged cultural exports such as K-pop and award-winning films like "Parasite". Gelin underscores that genuine cultural influence often arises from self-criticism and introspection rather than mere self-promotion, as exemplified by US cultural efforts during the Cold War, when American literature and arts were promoted abroad while also fostering critical domestic reflection.

Expanding his analysis, Gelin surveys nine global cultural superpowers, including Qatar and Saudi Arabia, which have invested heavily in cultural projects to boost their international image. He argues that countries with a robust cultural identity can safeguard against imperialistic tendencies and assert themselves effectively on the world stage.

For Sweden and the Nordic region, Gelin advocates a renewed focus on cultural education and highlights the rich indigenous culture of Sápmi as a source of authentic soft power in a globalized context. His work critiques current cultural diplomacy strategies and calls for a reevaluation of how nations can employ culture as a tool for influence and identity.

As one reviewer noted, Gelin’s book is highly relevant today, offering insights on how cultural exports intertwine with global politics and suggesting directions for Sweden’s cultural policy and international standing.