Soft Appeal - in lieu of Soft Power

Global Winds & Local Waves

Part 4 of 5

A University of Melbourne Edublog assignment

under the Freshman subject "Globalisation"

Passed with High Distinction (H1)

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25 Sep 2010, 6:05 PM by Benjamin L** C.Y. (Last edited: 26 Sep 2010, 12:13 PM)

In Soft Power, Nye (1990) states that “proof of power lies not in resources but in the ability to change the behaviour of states.” He focused on the actions of national agents on the global stage their effects. We common folk may not have the hard or soft power to alter the global stage, but we do have something I call soft appeal – cultural artifacts and beliefs that shape our thoughts and feelings. It’s found its way into our MP3s, online radios, iTunes and hearts.

Evidence of soft appeal is often found in popular media. We hear stories of wars, bombings and hatred on the radio, but every now and then a new song appears that catches popular attention and delivers a moral impact:

People killin', people dyin'

Children hurt and you hear them cryin'

Do you practice what you preach

And would you turn the other cheek

This Black Eyed Peas song was released in June 2003, 3 months after the US-led coalition invaded Iraq without UN clearance. Popular global protests involving millions were ineffectual. Perhaps this is why this song was so well received around the world and earned the top spot in various Charts in the Western hemisphere. Incidentally, this isn’t the first time a famous song has brought a message of love and peace…

We are the world

We are the children

We are the ones who make a brighter day

So let's start giving

Originally written by Michael Jackson (1985), it raised $60 million to fight hunger in various African countries and created what Holden (The New York Times) calls a legacy, emphasising humanitarian causes in pop music that runs into the 21^st Century.

These songs’ popularity necessarily depends on the notion of shared humanity for their moral and political impact. If our moral considerations stop at out borders, there is no ill in “People killin’, people dyin’” in Iraq or Africa or any other dire land. There won’t be a “We are the world” either. Instead, these songs appeal to us because we recognize our shared humanity and identify with each other regardless of arbitrary distinctions like nationality and race.

This line of thought has been around for centuries. Kant’s Categorical Imperative rests on a similar notion of ethical universality. Socialists will also be familiar with Eugene Pottier’s “The Internationale”, a song written in 1871 expressing international class-based solidarity. In its contemporary incarnation:

Let no one build walls to divide us

Walls of hatred nor walls of stone

The emphasis on common humanity has long existed at the intellectual and popular level, but we still face the same old problems of war (Iraq), poverty (Sub-Saharan Africa) and even religious hatred (like pastor Terry Jones). The solutions aren’t clear, but the underlying values have a distinctive ‘soft appeal’ to us. I think the Black Eyed Peas epitomized ‘soft appeal’ when they asked:

Yo', whatever happened to the values of humanity

Now ask yourself 

Where is the love?

Where is the love?

Where is the love?

Can we be One World?

Perhaps...

Someday, when we are wiser...

Someday, one day, soon...

Reference

Nye, Joseph Jr. “Soft Power”, Foreign Policy, 80 (Autumn): 153-171

4 responses to: "Soft Appeal - Music for Humanity"

Amanda B**** wrote:


Sat, 25 Sep 2010, 7:46 PM



Entertaining post with which I agree. Music is a very effective form of soft power that reaches people at all corners of the world. Globalisation really facilitates this through the media spreading moral messages through such music. Concerts such as 'Live 8' and artists such as 'U2' strongly advocate spreading this too. This form of power proves to be much more effective as people see these influential artists performing concerts to 'make poverty history' and ultimately want to be a part of the cause.


Alexandra M******* wrote:


Sat, 25 Sep 2010, 7:50 PM



It's so true, the song by the B.E.Ps didn't just have a catchy tune; it's meaning wound its way into people's hearts.
I really like your use of the term "Soft Appeal". Instead of riots and rallies, music concerts have led way to some of the most meaningful, not to mention best broadcasted, gatherings of masses who want change. "Soft Appeal" has a certain ring to it, like we're whispering in the ears of politicians, urging them to make a change.


Ana G***** wrote:


Sat, 25 Sep 2010, 10:11 PM



This was pretty interesting. I'd like to point out my personal favourite and one of the first: John Lennon's 'Give Peace a Chance', also an amazing video, everyone in it is so involved and so genuine. My friend and I were talking about it the other day, how crazy it was living in the 60s and the 70s and how even though there were all these crazy wars, and the threat of killing the world with a few big bombs, it was one of the most hopeful times the world has ever seen. And now that we don't feel at risk any more we have become a cynical sad bunch. 


Benjamin L** C.Y. wrote:


Sun, 26 Sep 2010, 12:07 PM



Oh yea Ana, the Hippie age was absolutely revolutionary imho. I studied it before... how an entire counterculture can protest against wars through street rallies and alternative lifestyles! In fact, it made the cover issue of Time magazine at one stage! When done with a critical mass, people without executive power can make a big difference.

Jenifer N***** wrote:

Wed, 13 Oct 2010, 8:09 PM

I love the idea of how music can change views and opinions on a global scale. It's amazing how one simple form of artwork, with simple lyrics and words can have so much of an impact on the way we live our lives and the way we think of the world around us. The artists who share their work do so much more than entertain, they send out messages to a large number of people.