The Hidden Power of Culture: When Soft Power becomes a Form of Economic Influence

By Olivia Michielsen

While military intervention and economic sanctions remain important tools of statecraft, culture and legitimacy have become central to how power operates internationally. States influence populations and countries to maintain dominance in the international system without confrontation. One important dimension of this influence is cultural soft power, which works through media, entertainment, tourism, and national branding. Through these channels, cultural influence shapes consumer behaviour, political legitimacy, and diplomatic alignment. In doing so, cultural appeal can convert into material advantage by structuring markets and international relationships.

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