Understanding Soft Power Play: A Paradigm Shift In Peacebuilding
In today’s changing landscape of conflict, traditional peacebuilding approaches- military interventions and sanctions often fail to bring about sustainable peace. International terrorism, protracted conflict, and fragile post-conflict environments demonstrate the limitation of force-based mechanisms necessitating the urgent need of non-coercive alternatives.
Power, "the ability to effect the outcomes you want and, if necessary, to change the behavior of others to make this happen" can be exercised through force ( Hard power) or attraction and persuasion (soft power). Unlike hard power, soft power encourages voluntary cooperation and shared commitment, making it a critical tool for sustainable peace.
Peacebuilding, as Johan Galtung rightly notes, is “the process of creating self-supporting structures that remove causes of wars and offer alternatives to war in situations where wars might occur.” It aims to address structural causes of violence and prevent a relapse into conflict. Peacebuilding with this structural and preventive endeavor, naturally aligns with soft power strategies that rely on legitimacy, attraction, and voluntary cooperation rather than coercion. Consequently, soft power employs reinforcing mechanisms in peacebuilding such as education and cultural exchange which promote social cohesion and intercultural trust, inclusive governance that strengthens political legitimacy and addresses exclusion, and normative leadership that based on leadership and rule of law, which bolster credibility and moral authority in a fragile environment.
This article explores the role of soft power in peacebuilding through three illustrative cases: Nigeria’s Afro-Diplomacy and Cultural Soft Power, the United Nations’ legitimacy-driven peacekeeping, and Norway’s mediation efforts. It argues that soft power complements, rather than replaces hard power, offering a pathway toward sustainable peace. In an era of digital diplomacy and global challenges like climate change, soft power’s relevance continues to grow, providing innovative tools to foster dialogue and trust.
Limitation of Traditional Peacebuilding Approach
Particularly in high-intensity security crises, traditional international responses to conflict have frequently given priority to force-based instruments like military interventions and sanctions. While these actions may put an end to violence in the short-term, they usually do not deal with the underlying causes of conflict, which limit their ability to promote long-term peace. Therefore, it is crucial to distinguish between peacekeeping, peacemaking and peacebuilding. While peacebuilding has been discussed earlier, peacemaking focuses on negotiating an end to hostilities, while peacekeeping monitors ceasefires, protects people.
A widely cited example demonstrating overreliance on hard power without sufficient consideration of local ownership and post-conflict institution building is the 2003 intervention in Iraq. In a similar vein, the UN employs both hard power and soft power tools. The Security Council authorised coercive measures such as sanctions and enforcement actions, but post-conflict effectiveness increasingly depends on soft power derived from legitimacy, support for institutional development and reconciliation. This contrast highlights the need for soft power in a long-term peacebuilding and why coercion alone is insufficient for sustaining peace.
Soft Power Play Paradigm Shift
Soft power presents a paradigm shift in peacebuilding, one that leverages non-coercive means to promote peace and stability. This approach recognises that peace is not simply the absence of conflict, but rather a positive and sustainable state of affairs. Rooted in its cultural, value-driven, and policy-based resources. Public diplomacy has historically played a pivotal role in promoting soft power, especially during the Cold War. In today’s fight against transnational terrorism, winning the hearts and minds of people is crucial, making sole reliance on hard power ineffective. Effective public diplomacy, an essential component of soft power, requires an understanding of credibility, self-criticism, and the role of civil society in cultivating soft power. Soft power combines numerous components to create influence and attraction through a range of non-coercive means, including;
- Respect for international law, norms and institution
- Fundamental reliance on multilateralism and disposition against excessive unilateralism
- Respect international treaties and alliance commitment
- Liberal foreign economic policies
- Willingness to sacrifice short-run national interest in order to contribute toward the collective good
Soft Power Play in Action: Case Studies
Nigeria’s Afro-Diplomacy and Cultural Soft Power
Since her independence, Nigeria has leveraged Afro-diplomacy and cultural exchange to enhance her influence. Nigeria’s leadership in the fight against apartheid, colonialism, and racism has been propelled by this Afro-centric perspective which was founded on the principle of being a brother’s keeper. This commitment has led to Nigeria being recognised as a Frontline State. Under president Olusegun Obasanjo (1999-2007), Nigeria restored credibility through shuttle diplomacy and peacekeeping initiatives in Liberia, Sierra Leone, and Sudan, as well as proactive involvement in the AU and ECOWAS.
Beyond statecraft, Nollywood and Afrobeat project Nigerian culture globally, promoting African identity, fostering dialogue and strengthening soft power influence. Nollywood has become the largest film industry in Africa, producing 2,500 films each year, reaching more than 300 million viewers annually, and is estimated to generate $600 million annually. Its films promote Nigerian languages, values, socio-cultural influence throughout Africa, the Caribbean, North America, and Europe- reclaiming the African narrative and influencing global views.
In the same way, Afrobeats has become a global cultural phenomenon. Artists Burna Boy, Wizkid, and Tiwa Savage have performed at prestigious global events, including the Grammys and Coachella. Burna Boy's participation with England's Lionesses at the UEFA Women's Euro victory parade and the Ballon d'Or ceremony in 2025 underscored the global cultural significance of the genre. As Fela Kuti asserted, “My music is not for entertainment; it is there to score a message.” Today, Nigerian music continues that legacy—spreading African identity, fostering cultural exchange, and strengthening Nigeria’s cultural diplomacy.
The United Nations: Legitimacy and Multilateral Soft Power
Since 1948, The United Nations (UN) embodies the principles of multilateralism . It possesses considerable soft power to legitimise the action of states, fostering dialogue and cooperation rather than coercion in the pursuit of global peace and governance. Its credibility among member states are the sources of its influence enabling her to promote human rights, mediate disputes, foster dialogue and good governance without coercion..
Since inception, the UN has deployed over 70 peacekeeping operations across four continents- Africa and the Middle East, helping countries like Somalia, Liberia, DR Congo, and Pakistan transition from violent conflict to stability. Its department of Peace Operations and Peacebuilding Commission prioritises non-coercive means of persuasion, collaboration, and institution-building sustainable peace and governance. A great manifestation of the UN soft power is through its agenda-setting, particularly, the 17 Sustainable Development Goals that sets a universal framework for states to pursue a common goal of protecting the people, planet, eliminating poverty and ensuring posterity by 2030.
Norway: Mediation Expertise and the Power of Neutrality
Norway exemplifies how a small state can exercise global influence through diplomacy, neutrality and credibility. Its reputation is built on impartiality, humanitarian supports and persistent commitment for global peace initiatives. These have earned her the trust in mediating international disputes including the Oslo Accords (1993) between Israel-Palestine, peace process in Sri-Lanka (2002-2009), and mediation efforts in Colombia, South Sudan, and Philippines. Norway's commitment to development and foreign aid amounting to about 1% of its Gross National Income (GNI) annually- the highest among the OECD nations reinforces its moral authority, trust building, and goodwill.
Apparently, trust is what makes Norway strong. Through the integration of humanitarian diplomacy and mediation expertise, Norway exemplifies how small states can have global influence through cooperation, compassion, and credibility rather than force.
Challenges
Global politics is going soft; countries are opting for attraction and persuasion over coercion. This has caused soft power to move from being a mere academic concept to a political buzzword. Despite its promise, soft power faces challenges: Credibility and trust can be undermined by inconsistent actions; strategies may fail if culturally or contextually irrelevant; impacts are hard to measure; resources may be limited; and political interests can constrain consistent application. These factors highlight the need for legitimacy, contextual sensitivity, and sustained commitment for soft power to succeed.
Conclusion
Soft power remains an indispensable tool in advancing peace and global cooperation. Influence in today's world now depends on legitimacy, attraction, and moral authority. rather than just military might, as illustrated in the cases of Nigeria, UN, and Norway. Through Nollywood and Afrobeat, Nigeria's Afro-centric and cultural exports express African identity and promote cross border communication. The UN serves as an example of how multilateral legitimacy can inspire nations to take collective actions through cooperation rather than coercion. Meanwhile, Norway's taciturn diplomacy and humanitarian aids demonstrates how credibility and neutrality can pave the way for long-term peace. Consequently, these instances highlight how the new tools of global leadership are persuasion, trust, and cross-cultural interaction. In an era of complex conflict and shifting allegiances, soft power provides a moral foundation for creating a more connected and peaceful world in addition to a tool of influence.