Soft Power And The Global Rulling Of The World Cover Image

„Meka moć“ i globalno upravljanje svetom
Soft Power And The Global Rulling Of The World

Author(s): Jovan Ćirić
Subject(s): Law, Constitution, Jurisprudence, Communication studies, Sociology of Culture, Cold-War History, Globalization
Published by: Institut za uporedno pravo
Keywords: soft-power; Cold War; Hollywood; pop-culture; life styles; unification; fashion; manipulation;

Summary/Abstract: To enslave someone without any war is the culmination of the military art, used to say one ancient Chinese philosopher. One American politician also said that it is not important how many enemies you have killed, but it is important how many enemies you have attracted to become your ally. On the other side Stalin ironically asked Churchill and Roosevelt how many troops and arms Vatican Pope holds in his hand? Few decades after that, Vatican Polish Pope John Paul II answered on that question, by destroying the Berlin Wall and the whole communism. Anyway, it could be said that for the victory in the so-called Cold War thanks, bombs, aeroplanes, troops were not so important, but the important was how to conquer the heart and the soul of the young people of the opposing side. In that sense Hollywood, R’n’R, pop-culture and generally said the way of life, the life style had the most important role. Even when you hate America, you like Mickey Mouse and Coca-Cola, said one Serbian researcher and it is a key for understanding what the soft power is. But, the author of this article thinks that the analyze of the soft-power is important not only for the understanding what has happened in the history in the so-called Cold War. It is also important to understand the system of the rulling of the contemprorary world. French President De Gaulle used to say that it is very dificult to be the ruler of the nation that has more than 300 species of cheese. So, it is always better if people are dressed on the same way, if they watch same movies, if they listen same music, if they believe in same ideas, if they have the same life-styles. Having in mind that the role of the pop-culture and the soft power has the great importance in the global rulling of the world. In that sense, it could be said that different forms of manipulation and media propaganda are very important, and because of that the author of this text has payed great attention to advertising and persuasion. The unification of the life-styles in Mao Tse Tung’s and Stalin’s dictatorships were too obvious, much more than it is obvious today’s unification in the empires (dictatorships) of Beneton, Nike, Lewis, Hugo Boss, and other fashion companies and companies that produce pop-cultural products..

  • Issue Year: 2014
  • Issue No: 3
  • Page Range: 89-107
  • Page Count: 19
  • Language: Serbian