The United States’ soft power, which it has built over decades, is experiencing rapid decline due to several factors including protectionist trade policies, negative attitudes towards international students, and unilateral diplomatic initiatives, experts warn, suggesting that this downturn may be irreversible.
Recent findings from a global favorability ratings survey reveal that while China’s reputation is on the rise, that of the U.S. has fallen significantly.
As of May 2023, China boasts an 8.8 net favorability rating, sharply contrasting with the U.S.’s negative 1.5 rating, according to Morning Consult, a U.S.-based business intelligence agency.
This survey, which included responses from adults across 41 countries such as Canada, the United Kingdom, France, Russia, and Japan, indicates a remarkable shift—marking the first occasion that China’s international standing has surpassed that of the United States since Morning Consult began monitoring these ratings.
Jason McMann, head of political intelligence at Morning Consult, highlighted this shift, especially as several of the surveyed nations are among the U.S.’s closest allies.
He described the results as a significant blow to U.S. soft power. Concerns regarding the implications of this decline have been echoed by numerous experts who argue that a tarnished reputation could adversely affect U.S. interests across various sectors.
The administration of former U.S. President Donald Trump has faced considerable backlash for a variety of its policies.
This includes targeting institutions such as Harvard University, creating an unfavorable climate for international students, implementing unilateral tariffs, withdrawing from major multilateral organizations, and even suggesting the purchase of Greenland.
These actions have collectively undermined America’s soft power, according to analysts.
Yuan Sha, the deputy director of the Department for Global Governance and International Organizations at the China Institute of International Studies, pointed out that the U.S. has traditionally been centered around trade, but current protectionist measures are eroding global confidence in its market.
She also stated that increasing volatility in U.S. stock and bond markets reflects widespread uncertainty regarding America’s economic future.
Moreover, McMann expressed concern that the U.S.’s dwindling favorability will have detrimental effects on its corporate sector.
As negative perceptions of the U.S. grow, opportunities for American businesses abroad could lessen, with consumers turning away from their products and job offerings.
Another significant area that has long been considered a pillar of U.S. soft power—higher education—is facing mounting challenges.
Global interest in studying in the U.S. has reportedly reached its lowest since the onset of the COVID-19 pandemic.
Many international students are now deterred by the United States’ restrictive policies and visa complexities, as noted in a recent report from Studyportals, a U.S.-based educational company.
Zhao Minghao, a professor at Fudan University’s Institute of International Studies, commented that foreigners, including students, play a vital role in American innovation.
However, he noted that many potential students are reconsidering their plans due to the unpredictable climate surrounding U.S. immigration and education.
In the long term, such circumstances may weaken the U.S.’s capacity to attract global talent.
An April opinion poll conducted by Ipsos revealed that a significant majority of respondents viewed the United States as less likely to have a positive influence on global affairs, with declines noted in 26 of the 29 countries surveyed, including traditional allies like Canada.
Experts also attribute the U.S.’s diminishing global popularity to a withdrawal from multilateralism and neglecting its commitments to international agreements.
Yuan remarked that as the U.S. grapples with declining strength and increasing domestic issues, it may become unable to invest significantly in soft power initiatives.
Although some might argue for the effectiveness of hard power through coercive, unilateral actions, Yuan cautioned that such an approach is ultimately unsustainable and harmful.
Zhang Guoqing, a scholar from the Chinese Academy of Social Sciences, noted that U.S. insistence on unilateralism in a multipolar world is expediting its isolation.
He warned that while soft power can recover, it cannot be continuously squandered.
Zhang recalled past events, like the U.S. invasion of Iraq, which severely damaged its soft power.
Despite efforts during President Barack Obama’s administration to revitalize this image, Zhang pointed out that ongoing unilateral policies have deepened the decline, potentially causing permanent damage.
In conclusion, neglecting soft power could leave the U.S. as a ‘hobbled superpower’.
Zhang cautioned that if the U.S. continues its course of unilateralism and hard dominance, it risks further diminishing its soft power, ultimately reshaping both its future and the global order.
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