Soft power: the origins and political progress of a concept

This is an exposition of soft power's provenance, co-option by world powers, and continuing relevance in the unfolding geopolitical context. It is the text of the 2021 SPARC Soft Power Oration. The acknowledgement, at the end of the article, elaborates on the SPARC Soft Power Oration. It was a pleasure to return to Macquarie, even if only virtually. Ten years ago, Naren Chitty was a splendid host during my real visit at the inauguration of the Soft Power Analysis and Research Center, and I was delighted to add my congratulations at this tenth anniversary.