12 PRODUCTION AND CONSUMPTION OF ACADEMIC KNOWLEDGE The rising and expansion of the ‘soft power’ concept (1989–2020)
Introduction: the academic system and the ‘soft power’
In recent decades, employing the ‘soft power’ term for designating power relation’s analysis has become common place, and its use has extended beyond academia. Everybody, mass media opinion, political discoursers and social media users, participate in use of this mantra according to which the sole purpose is to awaken among others the desire to be imitated and through imitation ‘aspiring to its level of prosperity and openness’ (Nye 2002).
Scholarship production in the form of scientific articles ...
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