How Netflix Wields Soft Power

Soft power — defined by political scientist Joseph Nye as the ability to shape the preferences of others through attraction and persuasion — has never been more critical. In this landscape, cultural exports serve as an invaluable conduit for soft power. Enter Netflix, the global colossus of streaming, quietly changing the world one binge-worthy series at a time.

A Gargantuan Reach

Netflix’s influence isn’t just a matter of anecdotes or individual experiences; it’s backed by numbers. With over 200 million subscribers in more than 190 countries, the platform is a cultural behemoth that defies borders and language barriers. Netflix doesn’t merely broadcast content; it shapes global dialogue, influences popular tastes, and yes, even sways international perspectives on societal issues.

Cultural Diplomacy, One Stream at a Time

Netflix takes an intentional, curated approach to what it puts in its library. It’s not merely about what will sell; it’s about what shapes the story of a culture, a people, or a nation. Netflix has moved beyond being an American export, branching out to include an extensive array of international content. From Korean dramas to Indian comedies, French thrillers, and Spanish romances, the platform serves as a global stage for diverse stories. This narrative pluralism isn’t just about appeasing a global audience; it’s also an act of cultural diplomacy.

Take the “Korean Wave” as an example. Netflix’s introduction of K-dramas and movies like “Parasite,” “Squid Game,” “Kingdom,” and “Crash Landing on You” has had an incredible ripple effect. What starts as a simple act of entertainment consumption snowballs into a larger affinity for Korean culture, from its language and food to fashion and tourism. In this way, South Korea’s soft power has skyrocketed, impacting not just individual consumer choices but also the country’s standing on the world stage.

Framing National Narratives

It’s not just the stories from other countries that Netflix elevates; it’s also how countries and issues are portrayed. Netflix has the power to frame narratives in a way that can impact global perceptions significantly. Shows like “The Crown” and “The Queen’s Gambit” have created a renewed interest in British history and culture, furthering its cultural influence abroad.

But Netflix’s ability to shape perceptions isn’t always rosy. It can also cast a critical eye, as it did with “The Social Dilemma,” which ignited global conversations about the ethical responsibilities of tech giants like Facebook, Google, and Twitter. This portrayal has undoubtedly contributed to a more skeptical global view of Silicon Valley’s social media empires, thereby affecting the United States’ image indirectly.

The Dual-Edged Sword

But this power is a dual-edged sword. While platforms like Netflix have the power to amplify cultural assets, they also bear the responsibility that comes with such far-reaching influence. How cultures are portrayed, which stories are told, and whose voices are amplified or muted — these are not neutral choices. They carry weight, shape opinions, and can either reinforce stereotypes or challenge them.

The Future of Soft Power

In our rapidly globalizing world, the scope of soft power is only going to expand. Netflix, through its broad, diversified content library, is well-positioned to be a leading actor in this arena. It already is. But as viewers, it’s important for us to recognize and critically engage with this form of influence. Understanding the power that lies within our streaming choices opens the door for more responsible consumption and, hopefully, a more interconnected and empathetic world.