Look at the United States and the Soviet Union, for example. It’s also formed through music, sports, media, and major industries like Silicon Valley and Hollywood.īut that doesn’t mean governments are absent from cultivating and wielding soft power. Soft power usually originates outside government in places like schools, religious institutions, and charitable groups. In practice, this process entails countries projecting their values, ideals, and culture across borders to foster goodwill and strengthen partnerships. coined the term soft power, defining it as a country’s ability to influence others without resorting to coercive pressure. In the 1980s, political scientist Joseph Nye Jr. In this lesson, we’ll explore what soft power is, how countries exert it, and to what ends. But countries can also wield music, food, sports, and other cultural exports to bolster their international reputation and improve their soft power, or the ability to attract prospective partners. They can use hard power, which includes military force and economic sanctions. Governments have many tools at their disposal to extend their influence. society at large, leading other countries to identify more with the United States, capitalism, and democracy and less with the Soviet Union and communism.

government hoped these efforts would demonstrate the individualism and creativity inherent in jazz and U.S. Amid the Cold War’s fierce ideological power struggle, the U.S. culture and improving the United States’ image abroad. The music ambassadors traveled to Eastern Europe, the Middle East, sub-Saharan Africa, and other regions deemed susceptible to communist influence with the explicit mission of showcasing U.S. government deployed the country’s most-revered jazz musicians-artists like Louis Armstrong, Duke Ellington, and Dizzy Gillespie-on goodwill tours around the world.

government indeed used the music genre as one of the many ways to counter its communist nemesis in Moscow.īeginning in the 1950s, the U.S. Okay, perhaps jazz isn’t your first association with the half-century conflict, but the U.S. The so-called “CTO” role was similarly temporary and paid $10,000 per month, on top of offering additional perks like Nerf gear.When thinking about the Cold War, what comes to mind? The Soviet Union? Nuclear weapons? The Berlin Wall? Nerf, Hasbro’s toy blaster brand, last year brought on a Chief TikTok Officer to grow its imprint on the ByteDance-owned platform. Many Gen Zers are using the app as a search engine akin to Google, per a recent New York Times report.ĭuracell is not the first marketer to hand over the wheel to creators when launching on TikTok. Young people are increasingly turning to TikTok for information and news, making Duracell’s move a potentially timely one. Lifehacks, tips and tricks will be other guiding themes for Duracell’s TikTok as the marketer tries to provide utility for consumers. Winners will work together in a dedicated workshop experimenting with battery-powered products while documenting their endeavors. Ideal applicants are expected to be collaborative and inclined toward problem-solving, along with having knowledge of building gadgets and other devices. The temporary position being paid could also be a hook for aspiring influencers who want to make a living off of content creation, a crowded field where it can be tough to break out. To spread word of the program, Duracell enlisted TikTok personalities Muhtanya, Cameron Hughes, Kate Bacon, Big Weird World and Ryder Calm Down.

The company is taking a crowdsourced approach to developing its TikTok page, a route that’s become more common in marketing as older brands try to pop on an app that’s defined by its young audience and fast-moving viral trends.Ĭreators who are already embedded in TikTok might have a better sense of what viewers want to see from a newcomer brand. Duracell is issuing an open call for tech geeks who wield social media savvy and a passion for hobby areas relevant to its battery products, whether those be science, engineering, gaming or outdoor adventuring.

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