CCSF x Swedish Policy Forum - Martin Gelin Soft Power

“Authoritarian states invest enormous resources in culture, communication, and propaganda to win hearts, shape opinions, and expand their influence – while democratic societies too often treat soft power as a ‘luxury’ they can no longer afford.” — Martin Gelin

In a time marked by geopolitical tension, digital fragmentation, and a global competition for attention and legitimacy, soft power has moved from the margins to the center of international affairs. Soft power — the ability to shape preferences through culture, values, ideas, and policies rather than coercion or military force — has become one of the most contested tools in world politics. Originally defined by Joseph Nye in the late 1980s, the concept now raises urgent questions: Who controls the narratives that move societies? How do cultural and media ecosystems shape democratic resilience? And what happens when authoritarian regimes outperform open societies in the battle for influence?

Martin Gelin, a Swedish journalist and award-winning author of seven books on American politics, foreign affairs, and culture, examines these dilemmas in his forthcoming book Rules of Attraction: Why Soft Power Matters in Hard Times. With more than two decades of experience reporting from the United States and writing for outlets including The Guardian, The Washington Post, Bloomberg, The New York Times, New York Magazine, Foreign Policy, Slate, and Dagens Nyheter, Gelin brings a sharp and deeply informed perspective to how political storytelling, cultural exports, and digital platforms shape global power.

Published in Swedish in November 2025 by Volante and in English in 2026, Rules of Attraction challenges readers to rethink how democracies cultivate influence — and what is at stake if they fail to do so. The book will be published in more than 20 countries.