7 CHALLENGES OF BIG DATA APPROACHES IN MAPPING SOFT POWER
Introduction
Soft power aims to achieve desired outcomes through attractiveness rather than coercion (Nye 2004b). The influence of attractiveness exerts on the individual cognitive system first and then on the individual behavioural decision. The process of the cognitive acceptance and admiration and the behavioural implementation tend to be voluntary, fluid and culture-specific, and so does the process of the cognitive and behavioural change. As it has been argued by Ji (2017), due to the attributes of soft power resources and influence, the evaluation of soft power effects faces three big challenges: difficulty in measuring intangible ...
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