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Soft power is a concept developed by Joseph Nye to describe the ability to attract and cooperate rather than using coercion, force or money as a means of persuasion.
Nye, as a past Assistant Secretary of Defense for International Security Affairs in the Clinton Administration, stresses on the combination of soft power and hard power, which he calls smart power.
On the Soft Power side James Glanz and John Markoff reporting for the International Herald Tribune wrote in June 12, 2012 that the Obama Administration was deploying shadow connection networks to provide political allies in the New Great Game with direct access to the internet and bypass local censorship, thus granting them access to direct network-centric resistance.