A bit more about "soft power" (trying to write more of this in my own threads rather than more annoyingly in someone elses): it's a new concept, starting in the US in 1985 and popularized by the late 80s. This is a really significant time and place!
tl/dr: It's a neoliberal concept that was always about treating the remains of ideological competition as if they would continue once the competition was over.
The US, as an empire, was in competition with another world empire, the USSR. Both of these had a lot of power and client states after their joint victory in WW II. Both were, unusually for empires, highly identified with particular world ideologies, so imperial competition was ideological competition.
The story that the US tells itself was that the Civil Rights Movement won its victory because it appealed to our better natures. This is false.
The Civil Rights Movement won what it won because the US treatment of Black people was flatly contradictory to what the US said our ideology was. It was a constant thread in USSR propaganda and an effective one, given that everywhere else in the world could see how our ideals were bullshit that we didn't believe.
That's why the leaders of the US grudgingly agreed to make whatever progress we made.
So what was happening by 1985 and generally the late 80s? That's right, the USSR was disappearing. Even before its fall, it was clear that it was failing and that its people did not believe in the ideology.
So the supposed progress we had made could start to be reversed now that we weren't required to make it. An ongoing process that continues now.
The concept of soft power says that we didn't become an empire through military and economic might and the willingness to sponsor coups and death squads. It instead says that our empire depends on people thinking that we're great.
This is propaganda designed to appeal to people in the imperial core. Straight-up mystification of what makes an empire.
It also treats a historical phenomenon, US internal and external actions taken as weapons against an ideological competitor, as if it's an eternal one. As if we were always going to keep going with these things once the imperial need for them was past.
As with all neoliberalism, it depended on achievements of a past era of liberalism while doing nothing to maintain them.
Read Roman Empire propaganda, British Empire propaganda, or any other peak empire's stuff for which records survive and you'll read a lot about how people admired and respected them. This tends to be the record from the victors that survives. So later historians always include some people who take this seriously.
But it's never been true. It's always a story by the empire's storytellers, for the people of the empire.
/fin
Rich Puchalsky ⩜⃝
Simon Brooke