In an effort to go ahead in understanding the phenomenon of public diplomacy and soft power explained by Joseph Nye in his book Soft Power, The Means to Success in World Politics, I would like to share with my classmates the concept of “echo back power” that I have elaborated in order to improve our understanding. Constructive critiques are welcomed.
According to Nye, the soft power of a state includes the ability to shape the preferences of the public opinion through attraction, such as using the attractiveness of its culture, political ideals, and policies, rather than through coercion or payments. And, if we take into account –again according to Nye- that Public Diplomacy is supposed to be the long term action of a country communicating on a permanent basis with the purpose of informing and influencing the public opinion targeted abroad, then it is valuable to understand and explore the importance that the resonating capacity of the message has on the receiver, based on the soft power of the sender, and in the tuning and rapport* created by the sender or by the content of the message itself, which could be called “echo back power”.
*This a concept used in the field of Neuro-Linguistic Programming, which explore the relationships between how we think (neuro), how we communicate (linguistic) based in our patterns of behavior, emotion and subjective experience.