The big stick behind “soft power”? The case of Indian films in international markets
A country’s resources, such as population, territory, natural resources, economic size, military forces, and political stability, are said to be its tangible foundations for power (Nye 1990). Nye adds that “intangible power resources such as culture, ideology and institutions” (Nye 1990: 166-7) are the sources of soft power. According to Keohane and Nye, soft power has been defined as “the ability to achieve goals through attraction rather than coercion” (Keohane and Nye 1998: 86). In other words, soft power is the power of persuasion that does not involve the tangible resources enumerated earlier.