The nexus between globalization and soft power: attraction runs on connectivity channels

Globalization and International Relations are closely connected as both deal with complex interactions and power dynamics. Economic competition is nothing new, but actors also compete for prestige and reputation, the domain of soft power. How do globalization and soft power intersect and interact? The answer is often implicit. This paper argues that soft power ‘runs on’ globalization’s connectivity channels, such as people-to-people interactions, and digital and physical infrastructure, enabling or stifling dynamics of attraction. It aims to clarify how tightly connected globalization is to patterns of attraction and influence, and the significance of mastering but also damaging these interactions.