一引言“软实力”的概念是约瑟夫·奈在20世纪80年代末针对国际竞争提出来的。在随后20多年的研究中,约瑟夫·奈进一步丰富了软实力的内涵、来源,硬实力(经济、科技和军事实力等)与软实力的关系等,由此形成了软实力的系列理论。根据约瑟夫·奈的理论,软实力是一种感召力和吸引力,即“一种通过吸引而不是强制和利诱手段获取你所要东西的能力”。软硬两种实力均重要,在全球信息时代,软实力变得比以往更重要了。当 I. INTRODUCTION The notion of “soft power” came from Joseph Nye in the late 1980s against international competition. In the following 20 years of research, Joseph Nye further enriched the connotation of soft power, the source, the relationship between hard power (economy, science and technology and military power, etc.) and soft power, and formed a series of theories on soft power. According to Joseph Nye’s theory, soft power is a charisma and attraction, that is, “the ability to get what you want by attraction rather than coercion and intimidation.” Both hard and soft power are important. In the global information age, soft power has become more important than ever. when