In the midst of research and political debate at the end of the 20th century on the future and limits of power, and given many Western studies on American hegemony over the world order after the collapse of the Soviet Union and the emergence of theories such as the End of History and the Clash of Civilizations, the famous American political thinker Joseph Nye, one of the most famous theoreticians of the concept of soft power, promoted an innovative concept of power. Nye referred to what is known as the power of the model as an alternative to hard power. The model here is the cultural model, which is based on a system of cultural, humanitarian, moral and political values.
The concept of soft power was originally mentioned by Joseph Nye in his well-known book The Paradox of American Power: Why the World’s Only Superpower Cannot Go It Alone? He then developed the modern concept in his book Soft Power issued in 2004, against the backdrop of the debate on the feasibility of the invasion of Iraq. Nye talked in his book about how to achieve the objectives of the US strategy through Soft Power. This theory gained additional support from well known US military personnel such as Colin Powell.
Soft Power is not only about power and conflict but about the main elements of the influence of States. It is the most effective and influential power in the long term. Nye says that Soft Power has its own three resources: culture and its associated values, principles and even mechanisms of action in all sectors; second, democratic values, in their universal sense; and third, foreign policy and its ethical principles.
In recent years UAE made innovative initiatives, among which is the newly established Soft Power Council, Ministries of Tolerance and of Happiness. It has also enacted the law against discrimination and hatred to establish a model in the fight against terrorism in real life and not only through satellite channels, speeches and articles.
The Soft Power Council, announced by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, recently established a qualitative leap in the investment in the various elements of the UAE’s influence. The council is an institutional work system capable of marketing and promoting the UAE model regionally and internationally.
In previous years, the American dream had dominated the world, but in recent years, other “dreams” have emerged to challenge it. Several countries have stepped up to compete with the American dream, both at the level of the aspiration of the youth of the world to live in other countries or to find better jobs. The UAE is at the forefront of the list of Dream Countries. Weeks ago I read the statement of the Indian entrepreneur, Buxani, in which he said that the UAE dream is stronger and more influential than the American dream. “I feel that Dubai’s dream is much bigger than America’s because what the United States achieved in 300 years, Dubai did in 30 years, which is a great accomplishment. […] [T]oday Dubai and the UAE are ahead of others in development of the 21st century,” he said.
The pillars of the UAE model are based on creativity, innovation, and a culture of excellence and competitiveness. The UAE provides a suitable environment not only slogans and brilliant words. There is a good environment for business and competition. Behind all this is the leadership that encourages and paves the way for everything that is beneficial to the UAE, its people, the region and the whole world.
The UAE follows a set of humane and civilized values. It is the world’s capital of humanity and being the world’s top humanitarian aid provider, it shows a great deal of humanitarian and cultural commitment.
All this requires an institutional work system that is embodied in the Emirates Soft Power Council. The Soft Power Council will not only benefit the UAE but also contribute to bringing hope and spreading optimism among all the youth of the region and the world. Thus, the Council is a real and objective alternative to the culture of violence.
The UAE is giving the world hope for a better tomorrow.
