Soft Power and Hard Power

The other day a new blockbuster movie made its way onto the world stage: "Batman vs Superman: Dawn of Justice." As the title suggests, the plot revolves around a battle between these two iconic super heroes. Who wins? And why are they fighting in the first place? (Do not worry, I will not be a spoiler here. If you want to know the answers, then you will need to see the movie.) Just know, it is a battle of note. There is, however, another conflict that is much more realistic going on before all of us right now. It is much more compelling and one in which all of us are participants at different times. Soft power versus hard power.

Soft power refers to the ability to persuade primarily through words. Hard power speaks more to influencing others through force. We see this battle being played out in our headlines every day. Examples abound. Political candidates lob one charge after another at each other in the hope their words will bring more votes and donations their way. At the same time, terrorists kill innocent people through bombs and guns. Which one is the more persuasive? Which one is winning in terms of generating lasting support? At day's end, will the practitioners of soft power have more standing by their side or will it be those who use hard power?

Cyber bullies use words to destroy the esteem of others. School yard bullies try to do the same with their fists. We are the subjects of  these kind acts of persuasion. Perhaps some of us have even been ones behind them. Either way, this struggle is a daily occurrence in big and little ways.  They are acts of communication. Professional communicators are paid soldiers in the use of soft power. With words they write, images they create, and reputations they seek to establish, communicators are on the front lines every day. Their use of power is not to be underestimated even if it may not seem as destructive as those wielding hard power.