Soft power is an inseparable element in international relations. The term ‘power,’ derived from the English language, not only refers to strength and authority, but also encompasses the influence held by an entity to compel another entity to act in accordance with the desires of the influencing entity. H.J. Morgenthau posits that the greater the power possessed by a nation, the higher the likelihood that the nation will successfully achieve its national interests, which have been previously formulated in accordance with its circumstances and needs.
Nye categorizes power into several types, such as hard power, soft power, and smart power. Power that is focused on physical strength, such as military force, is referred to as hard power. Power that emphasizes influence or the appeal possessed by a nation without resorting to violence is known as soft power. Meanwhile, power that combines both aspects is referred to as smart power.
Soft power, as formulated by Nye, is a type of power possessed by a nation that does not rely on physical strength. This form of power depends on the appeal a country has, encouraging people to learn about and recognize the identity of that nation. The sources of this appeal include culture, language, and the territories under the nation's control. However, this appeal will not enhance a nation's power without being complemented by appropriate diplomacy, as highlighted by H.J. Morgenthau in his book Politics Among Nations. Diplomacy itself is an art used by state actors to initiate interactions with other states or entities within the realm of international relations. Diplomacy is not solely about physical power; it also involves spreading influence and a positive image of a nation.
Each country has its own strengths in pursuing its national interests. Nations that do not possess sufficient physical power will naturally seek alternative ways to enhance their power. One example is New Zealand. During World War II, New Zealand was under British control, and its forces, made up of the Māori people, served in Britain for combat. The military groups composed of Māori were considered superior to those from Britain. However, the war resulted in numerous casualties and a loss of leadership in the years that followed. On the other hand, the war brought prosperity to New Zealand’s domestic conditions by securing export markets and favorable prices.
At the end of the 19th century, some citizens considered themselves a new nation due to their European background, born in New Zealand, and having no connection to Britain, which was regarded as the ‘home’ by some others. After World War II, the domestic situation in New Zealand became crucial. Various policies issued by New Zealand began to conflict with those of Britain. From 1887 onward, New Zealand increasingly followed the foreign policy paths of Canada and Australia.
The financial and economic crisis in New Zealand during the 1970s continued into the early 21st century. The victory of the Labour Party in New Zealand marked a significant shift in policy, with the Labour government beginning to remove restrictions on free enterprise, eliminate agricultural subsidies, reduce income tax rates, and abolish controls over wages, prices, interest rates, and foreign exchange rates. The Labour Party successfully controlled inflation and the economic crisis until 2006. However, in 2008, with the global economic downturn, inflation once again impacted New Zealand.
Amid the economic crisis, it became necessary for New Zealand to revitalize its economy by establishing trade partnerships with other nations. New Zealand's Prime Minister, John Key (2008-2011), from the National Party, along with his supporting parties, the Republican Party and the Māori Party, began focusing on politics and culture to advance social and economic rights. In parliament, the Māori Party frequently advocated for the use of the te reo Māori language in education, broadcasting, and official settings, as well as the preservation of Māori arts and culture.
In the early 21st century, New Zealand’s population became increasingly diverse, with immigration sharply rising based on criteria such as skills, education, age, job offers, and qualifications. In this context, the indigenous Māori people of New Zealand became more prominent in preserving their arts and culture amidst this diversity, even playing a crucial role in the country’s identity. New Zealand recognized that Māori culture was a unique asset that could enhance their power, attract international attention, improve the nation’s image, and, it was hoped, facilitate trade relations with other countries and strengthen ties with foreign officials.
Māori: The Popular Culture of New Zealand
Popular culture is a key element of New Zealand's diplomatic protocol towards the international community. The existence of popular culture is crucial for New Zealand to project itself globally, attracting more people to recognize and take an interest in the country. In his book Cultural Theory and Popular Culture, John Storey explains that popular culture consists of values that have existed in a country for hundreds of years, and the cultural values of the society are widely appreciated and attract broad attention.
In addition to being admired, popular culture is also heavily influenced by globalization. One such example is Māori culture in New Zealand, which originates from the indigenous Polynesians. It is estimated that the Māori people arrived in the South and West Polynesian islands over 1,300 or even 2,000 years ago. They settled the islands they inhabited, embarking on long journeys starting from Hawaiki, which is referred to as the ancestral homeland of the tropical Polynesians, to Waka. The cultural center of Māori gatherings is the Marae (a place for family and tribal meetings), where significant events such as the Pohwiri (welcoming ceremony) or Tangi (funeral rites) take place.