Soft power can be wielded not just by states but also by all actors in international politics, such as NGOs or international institutions. It can be contrasted with ' hard power', which is the use of coercion and payment. This soft power – getting others to want the outcomes you want – co-opts people rather than coerces them. There are several ways one can achieve this: you can coerce them with threats you can induce them with payments or you can attract and co-opt them to want what you want. For Nye, power is the ability to influence the behavior of others to get the outcomes you want. Joseph Nye introduced the concept of "soft power" in the late 1980s. Joseph Nye's 2004 book describing the concept of "soft power" He further developed the concept in his 2004 book, Soft Power: The Means to Success in World Politics. In this book he wrote: "when one country gets other countries to want what it wants might be called co-optive or soft power in contrast with the hard or command power of ordering others to do what it wants". Nye popularised the term in his 1990 book, Bound to Lead: The Changing Nature of American Power. In 2012, Joseph Nye of Harvard University explained that with soft power, "the best propaganda is not propaganda", further explaining that during the Information Age, "credibility is the scarcest resource". A defining feature of soft power is that it is non-coercive the currency of soft power includes culture, political values, and foreign policies. In other words, soft power involves shaping the preferences of others through appeal and attraction.
In politics (and particularly in international politics), soft power is the ability to co-opt rather than coerce (contrast hard power).
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