Jakkrit Siririn
Anyone who has witnessed the film ‘Renaissance: A Film By Beyoncé’ surely felt the impact both visually and audibly. In her own words, Beyoncé conveyed, ‘Whenever you close your eyes, you can transport back and be together in this moment, absorbing the positive energy to carry with you.’
These sentiments were shared by Beyoncé with the audience during her Renaissance World Tour concert. Every phrase that leaves her lips is meticulously crafted, as events of this global scale require a carefully curated script approved by Beyoncé herself, her team, and undoubtedly the PR and music label executives who don’t let anything slip through easily.
In the world of music, where art becomes a lucrative business, the sale of an artist’s ‘image’ is paramount. This is what we commonly refer to as ‘Soft Power.’ Professor Joseph S. Nye, Jr., author of the globally acclaimed book ‘Soft Power: The Means to Success in World Politics,’ defines Soft Power as the ‘ability to shape the preferences of others through appeal and attraction.
Professor Dr. Joseph S. Nye, Jr. tells us that Soft Power translates to ‘instilling affection in others.’ According to him, the fundamental mechanism of employing Soft Power lies in creating an ‘attraction’ that captivates people’s hearts.
He emphasizes that Soft Power must occur under the condition of an ‘intangible allure,’ capable of irresistibly drawing people in. The key to Soft Power lies in the art of ‘changing people’s minds’ through ‘attraction,’ not through coercion or exchange.
Professor Dr. Joseph S. Nye, Jr. has outlined the components of Soft Power into three dimensions:
- Culture: Dr. Nye suggests that if the culture of a country aligns with the interests and values of other nations, the opportunity for that culture to become Soft Power increases significantly.
- Political Values: Similar to culture, if a country holds political values that resonate with others, its Soft Power is enhanced.
- Foreign Policies: Dr. Nye emphasizes that countries adopting hypocritical and aggressive foreign policies have limited opportunities to generate Soft Power.
As widely known in academic circles, Professor Dr. Joseph S. Nye, Jr. introduced the concept of Soft Power in the early 1990s. However, it took 15 years for his seminal work, ‘Soft Power: The Means to Success in World Politics,’ to be published. The term Soft Power gained prominence only recently when the global stage started discussing Soft Power trends.
Soft Power serves as a tool to enhance the economic value of creative industries, intellectual property, cultural connectivity, and historical foundations. It influences societies through knowledge dissemination, integrating technology and innovation into cultural industry development, and promoting national identity through diverse cultural expressions. Soft Power, whether through film, music, art, or tourism, is intricately linked with emerging business models.
Beyoncé addressed her audience during the Renaissance World Tour, urging them to ‘be together and absorb positive energy.’ In Beyoncé’s terms, this ‘positive energy’ translates to ‘cultural power’ or Soft Power.
It’s not just Beyoncé who understands the significance of Soft Power in today’s era. Artists of earlier generations, such as The Beatles, are considered the true pioneers of Soft Power on a global scale—real in essence and sound.
All of this is because their songs have been the Soft Power that has captured the hearts of listeners worldwide for several decades, proven by the ongoing popularity of their new single ‘Now and Then’ in the global community of Beatles fans, even in the year 2023.
Certainly, during their era, the term ‘Soft Power’ may not have been explicitly recognized. However, if we align the definition and meaning of ‘Soft Power’ according to Professor Dr. Joseph S. Nye, Jr., the ‘Father of Soft Power,’ with the influence of The Beatles, they can rightfully be deemed the ‘Godfathers of Soft Power.’
In addition to The Beatles, the ‘King of Rock n’ Roll,’ Elvis Presley, also stands as another ‘Father of Soft Power,’ resonating in a similar fashion.
Aloha from Hawaii,’ the first-ever satellite-transmitted concert in history, reaching a global audience of 1.5 billion TV viewers amidst the gaze of fervent music fans. Presley stands as an iconic figure and a towering personality with immense Soft Power influence in the 20th-century cultural landscape.
His adaptable and diverse vocal range, particularly in various genres such as Country, Gospel, Blues, and notably Pop-Rock, solidified him as a true leader of Soft Power, delivering authenticity through his voice. Similar to The Beatles, Elvis Presley achieved success across musical genres, positioning himself as a genuine voice of Soft Power.
Marilyn Monroe, often regarded as the ‘Mother of Soft Power’ in the realm of female cultural leaders, similarly left an indelible mark on cultural influence. Her status as the ‘Mother of Soft Power’ is epitomized through numerous iconic images, none more recognizable than Monroe standing above a subway grate in a white dress, a timeless symbol from the 1955 film ‘The Seven Year Itch.’ This scene, disseminated globally, has become an enduring and classic image of Marilyn Monroe, solidifying her as the ‘Mother of Soft Power, the timeless trailblazer that no one can deny.
Another classic scene from the movie ‘Blonde’ features Marilyn Monroe in the iconic pink strapless gown, symbolizing her character from the 1953 film ‘Gentlemen Prefer Blondes.’ This costume stands as a pinnacle of Super Soft Power, becoming a crucial part of Pop Culture, especially among leading global superstars who have reinterpreted this iconic outfit over the years.
The influence of Marilyn Monroe, the ‘Mother of Soft Power,’ has reverberated significantly across various industries, including film, music, television, and stage performances. Notably, this costume has been recreated and worn by prominent figures such as Blake Lively in the TV series ‘Gossip Girl,’ and Madonna in her music and music video for ‘Material Girl,’ showcasing the enduring impact of Monroe’s Soft Power legacy.
Just like Madonna, Beyoncé, and Taylor Swift in the present era, Marilyn Monroe’s recognition as TIME magazine’s ‘Person of the Year’ further solidifies her position, emphasizing the undeniable economic influence and global impact of Soft Power, a force that continues to shape the world.
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