When we think of soft power, we picture strong world leaders who advocate for change, uphold the values of their respective countries, and showcase the unique abilities of their people. But soft power is also at play within smaller communities and grassroots organizations.
At the local level, soft power is again shaped by cultural norms, the institutional and political environment, and how it has been operationalized in the history of the countries. We sat down with Manita Raut, Senior Researcher at IWMI, to explore these ideas.
Our common challenges
Soft power, in its essence, is about inspiring action and ensuring that our common resources and interests are taken into consideration. At a time when the world is facing multiple threats and challenges, including poverty, gender inequality, climate change, and biodiversity loss, the relevance of such techniques for building global coalitions is coming to the fore. That said, it is people’s behaviors and interactions with the development plans that validates our goals. The generation of soft power is both bottoms-up and top-down. If the leadership isn’t invested in participation, nothing can really move.
Therefore, when governments are trying to implement policies, they engage with local communities in a way that is not contrary to their beliefs, yet upholding the larger values and objectives of human welfare and development.
The need for inclusive institutions
“Participatory decision-making” and “inclusive development” are some keywords that we keep hearing in research circles, and even at the policymaking and implementation stages. But the proof of the pudding lies in how the intent translates on the ground. No matter what happens at the international and national scale, the influences on the ground make policies turn into impact.
“Even when these aspects are included in the design process, policymakers can miss out on some key factors. For example, the time chosen for community discussions and meetings may not be suitable for the women members, who often dedicate more time to household and care work as compared to their male counterparts. And if they don’t attend, the findings might suffer. Then, there are time and resource constraints on the other side as well.”
What, then, could be an effective way to get local people involved?
“The first step is to understand what is happening. Find out more about the existing structures of power and responsibilities, and then engage your target audience from the planning stage itself. Identify which communication channels work best for them and then try to incorporate those into your execution models. Besides dedicating this time, we also need to invest in capacity building activities for all actors, be it the donors, facilitators, or the beneficiaries.”
If we take the example of addressing water scarcity, farmer groups and local women have a nuanced view and specific insights for their region; a single plan may not be feasible for everyone. So, the goal is to figure out strategies that would have the maximum acceptance and impact. Sometimes, it is best to have a family of solutions that the communities can co-opt from, depending on the context.
Building trust, awareness, and ‘connectedness’ are some other pillars of shaping soft power at the local level.
“The use of Facebook has helped in accessing information lately. I recently spoke to a 25-year-old woman farmer who used a government agency website to make use of subsidies available in her municipality. Singing local songs helps motivate people to come together and organize themselves as a group.”
The way people interact within themselves and with their environment hold valuable lessons. When we accord them the desired attention, we can create lasting solutions and stronger institutions.
The young steam & dreams for the future
The youth is the firepower beneath the wings of development. They are going to be at the forefront of most of the future challenges and changes. So, how can young people become more active in generating value from community practices?
One way is to look out for options that conserve unique local cultures while protecting the environment and generating economic gains. And to do this, one must keep a pulse of the trends. If you look closely, the solutions can come from innovating upon traditional practices only.
“In Ghale Gaon, a small eco-tourism destination in Nepal, residents have developed a Homestay where people can stay, enjoy the local food, and get a holistic view of the hilly life. The communities here can earn a good income from it while passing down their cultural heritage to the next generation. It is also good for the environment as they are not using elaborate infrastructures or producing large quantities of solid waste. People come back because of such rich and immersive experiences.”
Nowadays, students have the option of gathering knowledge from multiple sources, from academic papers to audiovisual mediums like YouTube videos and podcasts.
“I would also advise students to actively seek opportunities for learning in youth organizations, participate in webinars, pursue internships, scholarships, submit an idea, and seek innovation grant funds.“
One does not have to be employed in a development or research organization to play a part. Entrepreneurship is a lucrative track as well. For example, the Eastern Gangetic Plains house an immense potential for innovations in groundwater governance and clean energy business models like solar-powered pumps.
“You can consider opening up a dealership or maintenance shop for solar equipment. There is also scope in affordable alternatives and capacity building organizations, which are few and far between. There are many subsidies and grants, many of them provided by the government. Don’t restrict yourself to national level programs; if you have an idea that can be implemented regionally, establish your proof of concept, and scale it up. Start by researching how solar electricity is generated, evaluate sustainable farming practices, new technologies, and think how they can be integrated with existing practices. Keep building up your work and reach out to mentors and experts, who are usually very interested in hearing from young people.”
Soft power is far more modest than the global extravaganza that it is believed to be. It is generated at the micro level, and to a degree, it is an unexpected by-product of everyday interactions and activities. Many individuals, groups, organizations can create meaningful reserves of influence merely by doing their bit. It is vital that we keep asking questions, listening, and acting.
About the Contributor: Manita co-leads a research project on understanding the ramifications of gender roles and power dynamics in rural water supply system functionality. A sustainable development graduate and Open Society Foundation Fellow, Manita is passionate about inclusive water systems, collective farming approaches, feminization of agriculture, and agricultural technology adoption. This article originally appeared in the Soft Power edition of The Plus. Content by Arushi Sharma.
